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

29 Sep 2008

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.