An analysis of sport sponsorship management in South Africa - implications for Africa

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dc.contributor.author Van Heerden, Cornelius Hendrik, 1957-
dc.contributor.author Van Heerden, Neels, 1957-
dc.contributor.author Du Plessis, P.J.
dc.date.accessioned 2008-09-29T07:05:19Z
dc.date.available 2008-09-29T07:05:19Z
dc.date.issued 2004-03
dc.description.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. en
dc.identifier.citation Van Heerden, CH & Du Plessis, PJ 2004, 'An analysis of sport sponsorship management in South Africa - implications for Africa', African Journal for Physical, Health Education, Recreation & Dance, vol. 10, no. 1, pp. 71-89. [http://www.ajol.info/journal_index.php?jid=153&ab=ajpherd] en
dc.identifier.issn 1117-4315
dc.identifier.uri http://hdl.handle.net/2263/7383
dc.language.iso en en
dc.publisher Africa Association for Health, Physical Education, Recreation, Sport and Dance en
dc.rights Africa Association for Health, Physical Education, Recreation, Sport and Dance en
dc.subject Sport sponsorship management en
dc.subject Objectives en
dc.subject Leverage en
dc.subject Measurement en
dc.subject.lcsh Sports sponsorship -- South Africa en
dc.title An analysis of sport sponsorship management in South Africa - implications for Africa en
dc.type Article en


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