An investigation into the motivations of sponsors supporting run race events in Wales
Cardiff Metropolitan University
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The focus of this dissertation was to investigate the motivations of sponsors who support run race events in Wales. Specific objectives included the evaluation of the role of sponsors within run race events and to discover the sponsorship arrangements used between race organisers and sponsors. From the information and research attained, conclusions were made and recommendations to the industry were formulated. Current research suggests that sports sponsorship is used as a marketing tool to increase sales and develop brand associations and some sporting events are now becoming dependent on sponsorship as a key contributor to their success (Masterman, 2004 & Speed and Thompson, 2000). Five semi-structured interviews were conducted with senior managers of companies to explore their motivations behind the sponsorship of run race events in Wales. Interview transcripts were analysed using the content analysis method to discover themes and motivations. The findings of this study suggested that the primary motivation for sponsors of run race events in Wales is to create brand awareness with consumers and to use sponsorship as a tool to demonstrate their support of the community. Secondary motivations include the personal interests of senior managers in sponsoring specific events, attaining a return on sponsorship investment (i.e. increased sales) and changes in the economic landscape impacting upon their marketing activities. Sponsorship arrangements differ from event to event, but in general the results illustrated that sponsors would provide products to events organisers in return for the ability to market their products throughout an event. This study recommends that sponsors continue to use sponsorship as a marketing and communications tool but should consider the economic environment to attain the greatest return on their investment. Longer term sponsorship arrangements, or 'partnerships', should be considered as a more effective way of achieving sponsorship aims and would also serve to help achieve in the success of an event.
MSc Events Management
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