The objectives set by South African sponsors for sport

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.