The Communication Objectives of Sport Sponsorships
SPORT sponsorship is increasingly used as an organisational communication tool. Its effective use is generally diminished by a lack of coordination with greater organisational communication objectives. The alignment of the objectives of sport sponsorship with an organisation's greater communic...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-11-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/2110 |
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| _version_ | 1832593871849127936 |
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| author | George Angelopulo Nina Overton |
| author_facet | George Angelopulo Nina Overton |
| author_sort | George Angelopulo |
| collection | DOAJ |
| description |
SPORT sponsorship is increasingly used as an organisational communication tool. Its effective use is generally diminished by a lack of coordination with greater organisational communication objectives. The alignment of the objectives of sport sponsorship with an organisation's greater communication objectives as a means of increasing sport sponsorship's effective use is dis- cussed. The validity of differentiating be- tween objectives of sport sponsorship for public relations and for marketing communication objectives was tested amongst a sample of South African sponsors, and a measuring instrument of sport sponsors communication objectives was developed.
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| format | Article |
| id | doaj-art-859eb5816f274cdd94b91fd774d46ac5 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-11-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-859eb5816f274cdd94b91fd774d46ac52025-01-20T08:43:30ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-11-016110.36615/jcsa.v6i1.2110The Communication Objectives of Sport SponsorshipsGeorge Angelopulo0Nina Overton1University of South AfricaUniversity of Johannesburg SPORT sponsorship is increasingly used as an organisational communication tool. Its effective use is generally diminished by a lack of coordination with greater organisational communication objectives. The alignment of the objectives of sport sponsorship with an organisation's greater communication objectives as a means of increasing sport sponsorship's effective use is dis- cussed. The validity of differentiating be- tween objectives of sport sponsorship for public relations and for marketing communication objectives was tested amongst a sample of South African sponsors, and a measuring instrument of sport sponsors communication objectives was developed. https://journals.uj.ac.za/index.php/jcsa/article/view/2110organisational communication toolsport sponsorshipeffective usepublic relationsmarketing communication |
| spellingShingle | George Angelopulo Nina Overton The Communication Objectives of Sport Sponsorships Communicare organisational communication tool sport sponsorship effective use public relations marketing communication |
| title | The Communication Objectives of Sport Sponsorships |
| title_full | The Communication Objectives of Sport Sponsorships |
| title_fullStr | The Communication Objectives of Sport Sponsorships |
| title_full_unstemmed | The Communication Objectives of Sport Sponsorships |
| title_short | The Communication Objectives of Sport Sponsorships |
| title_sort | communication objectives of sport sponsorships |
| topic | organisational communication tool sport sponsorship effective use public relations marketing communication |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/2110 |
| work_keys_str_mv | AT georgeangelopulo thecommunicationobjectivesofsportsponsorships AT ninaoverton thecommunicationobjectivesofsportsponsorships AT georgeangelopulo communicationobjectivesofsportsponsorships AT ninaoverton communicationobjectivesofsportsponsorships |