Applying expectancy theory concepts to evaluate the motivations of sponsors sponsoring cricket clubs, and the benefits it has for sponsors and clubs, in the Bristol and North Somerset cricket League. To create a new motivational model that applies to this league.
Cardiff Metropolitan University
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This research project aims to analyse and research why sponsorship firms and businesses sponsor cricket clubs in the Bristol and North Somerset League (B&NSL). A review of the current literature on sports sponsorship was conducted. This lead the author to create a conceptual framework based on Vroom’s (1964) Expectancy Theory and related it to sponsoring in the B&NSL. For this project, the researcher undertook quantitative data collection in the form of a survey questionnaire which was distributed to 100 people involved in the B&NSL, to test the hypothesis. These people included, players, sponsors, officials, spectators etc. The sampling approach was used to include all people who are involved in the B&NSL in some way. Qualitative data collection was conducted through four semi-structured interviews to investigate the topics further from the secondary research. From this the researcher was able to construct the results and discussion chapter using thematic analysis of the data collected. The results confirmed that Vroom’s (1964) Expectancy Theory can be related to sponsoring in the B&NSL, however some changed would have to be made to specify it further. From these results a final model has been made which fully applies expectancy theory to sponsoring in the B&NSL.
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