Abstract:
Sport sponsorship expenditure has grown substantially since the early 1990s,
largely due to South Africa’s re-admission to international sport and an increase
in television coverage of major sporting events. International experts
conclude that five main categories of sport sponsorship objectives exist, and
the opinions of South African sport sponsors on these were analysed. An indication
was found that local sport sponsors focus heavily on media coverage
objectives; and that they set objectives to suit the measurement of the effectiveness
of the sponsorship through media coverage and awareness measurement
tools.
AFRIKAANS: Die groei in besteding aan sportborgskappe sedert die vroeë 1990s is hoofsaaklik
te danke aan Suid-Afrika se hertoelating tot internasionale sport en
'n toename in televisiedekking van belangrike sportbyeenkomste. Die opinies
van internasionale kundiges stel dat vyf hoofkategorieë sportborgskapdoelwitte
geïdentifiseer kan word, en die opinies van Suid-Afrikaanse sportborge
oor hierdie kategorieë is ontleed. Dit wil voorkom asof plaaslike
sportborge sterk klem plaas op mediadekkingsdoelwitte; en dat hul doelwitte
aanpas by die gebruik van mediadekking as 'n meting van borgskapeffektiwiteit.
