A critical evaluation of sport sponsorship and its effectiveness among football audiences in Greece

Benekas, Dimitrios (2007) A critical evaluation of sport sponsorship and its effectiveness among football audiences in Greece. MA dissertation, University of Portsmouth.

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    Various studies have contributed to corporate sponsorship issues and specifically to sport and football sponsorship as a useful promotional tool for companies. A literature review was undertaken in this paper, to examine and present their findings and suggestions regarding sponsorship's role in marketing communications, how it works, its effectiveness as well as its objectives and ways to evaluate it. Contradicting results in some of their findings as well as the lack of research in sport sponsorship issues and consumers' perceptions among Greek audiences increased the need for a research project. Specifically, the research questions were related to respondents' awareness levels of shirt sponsors, their image perceptions and purchase intentions towards these sponsors, the impact team identification and demographic factors have on their perceptions and finally, their level of distinction between sponsorship and advertising. To answer the research questions, primary data collection was necessary. The sampling frame consisted of fans of the two most successful and followed Greek football clubs, Olympiakos and Panathinaikos and respondents were selected on matchdays outside their football grounds. 102 questionnaires were completed and their answers were coded, analyzed and presented appropriately. The analysis of the primary data involved both descriptive and inferential statistics. The findings gave an idea about a number of things and contributed to answering the research questions. They showed that football is a very popular sport and represents various age and education groups. The awareness levels of the respondents were high only for the sponsor of their favorite team and the one of their rival. However, their image perceptions and purchase intentions were mixed towards the sponsor of their favorite team and disappointingly negative for the rival sponsor. The distinction between sponsorship and advertising was found to be non-existent with the vast majority of respondents equating the two communication tools. Finally, low correlation figures revealed weak relationships between the variables of the study, with the demographic factors affecting only the awareness levels of the respondents. The short length of sponsorship deals was deemed as the major reason behind the lack of sponsor awareness. Furthermore, marketers' inability to build strong associations between the football clubs and the sponsors' brand names meant that consumers' purchase intentions were low. Team identification seemed to have bigger impact on the respondents when deciding against the sponsor of the rival club than when deciding in favor of the sponsor of the club they support. This paper ends with some recommendations by the author for future research attempts.

    Item Type: Dissertation
    Departments/Research Groups: Portsmouth Business School > Organisational Studies and Human Resources Management
    Depositing User: Jane Polwin
    Date Deposited: 20 Jan 2011 12:48
    Last Modified: 28 Jan 2015 11:14
    URI: http://eprints.port.ac.uk/id/eprint/463

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