Sportainment : changing the pace of limited-overs cricket in South Africa

dc.contributor.authorGoldman, Michael Maurice
dc.contributor.authorJohns, Kate
dc.contributor.emailgoldmanm@gibs.co.zaen
dc.date.accessioned2010-04-13T06:19:59Z
dc.date.available2010-04-13T06:19:59Z
dc.date.issued2009
dc.description.abstractPURPOSE: The purpose of this study is to document and analyse Standard Bank of South Africa's sponsorship of Standard Bank Pro20 Cricket as a case study of effective cricket, stadium and broadcast sponsorship activation. DESIGN/METHODOLOGY/APPROACH: An in-depth case study methodology is employed, drawing on quantitative and qualitative data. FINDINGS: The main conclusion is that a partnership approach to sponsorship and the creative use of multiple sponsorship activations contributes to the achievement of sponsorship objectives. RESEARCH LIMITATIONS/IMPLICATIONS: The study is limited to one case of a large-scale sponsor of a major international sport. As such, it has limited generalisability to dissimilar sponsorship situations. PRACTICAL IMPLICATIONS: The case documented and analysed suggests that sponsoring organisations may increase their return on sponsorship investment through the adoption of a partnership approach to sponsorship. ORIGINALITY/VALUE: The study answers the call of Irwin, Zwick and Sutton, Chadwick and others to significantly increase the researching of sports marketing theory and practice outside traditional Western markets. It documents the creative leverage of a new cricket format that has received no attention in the academic literature, although the 20-over game continues to enjoy widespread and strong sponsor, media and fan support.en
dc.identifier.citationGoldman, M & Johns, K 2009, 'Sportainment: changing the pace of limited-overs cricket in South Africa', Management Decision, vol. 47, no. 1, pp. 124-136. [http://www.emeraldinsight.com/0025-1747.htm]en
dc.identifier.issn0025-1747
dc.identifier.other10.1108/00251740910929740
dc.identifier.urihttp://hdl.handle.net/2263/13882
dc.language.isoenen
dc.publisherEmeralden
dc.rightsEmeralden
dc.subjectSportainmenten
dc.subject.lcshSports sponsorship -- South Africaen
dc.subject.lcshCorporate sponsorship -- South Africaen
dc.subject.lcshCricket -- South Africa -- Marketingen
dc.subject.lcshPartnership -- South Africaen
dc.titleSportainment : changing the pace of limited-overs cricket in South Africaen
dc.typePostprint Articleen

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