The effectiveness of sponsorship as a marketing tool in elite netball
Cardiff Metropolitan University
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The purpose of this study was to gain an understanding of the effectiveness of sponsorship within elite netball. The research was conducted through a nine part questionnaire consisting of both qualitative and quantitative questions. The results obtained from the 30 participants within the study from the thematic data analysis allowed key themes to emerge that could be used to develop a deeper understanding of the effectiveness of sponsorship. By undertaking this research the core aspects that were of contribution to the overall effectiveness were revealed and the as a result of this the impact of these different variables within sponsorship campaigns could be assessed. With an aim to explore the value of sponsorship campaigns with the focus of the study specifically on netball and the impact that these campaigns can have it was necessary to review previous studies of a similar subject. This revealed that certain methodologies that have previously been successful within more commercialised sports did not necessarily have the same impact within the netball community and setting. After an in depth analysis of the findings from the participants responses, three significant recommendations were outlined as a guideline for brands who are acting as sponsors to implement in order to be successful in altering the perception of the brand as a result of the campaign. The three recommendations were as follows: I. Increase the level of brand awareness for the sponsor’s brand. iv II. To highlight the relationship between the sponsor and the brand. III. To give the spectators every opportunity to engage with the sponsoring brand. Elite netball teams and their sponsoring brands who put into practice these three recommendations should see an increase in the effectiveness of their sponsorship campaigns.
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