Van Heerden, Cornelius Hendrik, 1957-Van Heerden, Neels, 1957-Du Plessis, P.J.2008-09-292008-09-292004-03Van 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]1117-4315http://hdl.handle.net/2263/7383The 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.enAfrica Association for Health, Physical Education, Recreation, Sport and DanceSport sponsorship managementObjectivesLeverageMeasurementSports sponsorship -- South AfricaArticle