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The objectives set by South African sponsors for sport

Sport sponsorship expenditure has grown substantially since the early 1990s, largely due to South Africa’s re-admission to international sport and an increase in television coverage of major sporting events. International experts conclude that five main categories of sport sponsorship objectives exist, and the opinions of South African sport sponsors on these were analysed. An indication was found that local sport sponsors focus heavily on media coverage objectives; and that they set objectives to suit the measurement of the effectiveness of the sponsorship through media coverage and awareness measurement tool.

Keywords: Awareness, brand image, corporate image, marketing, marketing public relations, media coverage, public relations, publicity, sport sponsorship objectives