30% of sport spectators see "great value" when advertisers and sponsors engage with local sports groups to promote sportsmanship over major international sporting season
Sportainment: changing the pace of limited-overs cricket in South Africa
By Michael Goldman - Gordon Institute of Business Science, and
Kate Johns - Standard Bank South Africa
The purpose of this study is to document and analyse Standard Bank of South Africas 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.
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.
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.
Sports, Marketing strategy, Sponsorship, Cricket, South Africa
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Free gifts and seeing favorite sports icons on advertising among a list of things that sports spectators in South Africa see as "great value", during major international sporting seasons
Fuelled by the hosting of the 2010 FIFA World Cup, the South African sponsorship industry experienced significant growth from 2006 through to 2010.
Formula One is a massive sporting event, attracting a global audience of over 500 million people and reportedly generating revenue of $3.5 billion per year.