Abstract:
The aim of this paper is to establish a framework that may contribute to African sport manager's understanding of sport sponsorship management and decision-making. In this paper a number of focus areas, that outline the sport sponsorship management and decision-making process, are proposed. These focus areas are:
· Sport sponsorship management principles
· Management tasks
· Budgeting
· Sport sponsorship objectives
· Sponsored property analysis
· Sport sponsorship audiences
· The use of marketing and communication mix variables
· Cross-impact, tie-ins and leverage
· Sport sponsorship evaluation
A survey among main South African sponsors analysed their decision-making approach within each of the focus areas. The findings are analysed and possible applications to the rest of Africa are proposed.
