Sport Sponsorship Evaluation: The Perception of Sport Sponsorship Practitioners in Botswana

Abstract

Sport Sponsorship Evaluation: The Perception of Sport Sponsorship Practitioners in Botswana Fredrick Seno Global Sport Management, Department of Physical Education The Graduate School Seoul National University

The study of sponsorship has been the subject of many studies in recent decades especially in developed countries, with less attention has been dedicated to developing countries. Typically, sponsors pursue sponsorship association for the attainment of marketing objectives and organizations plow millions in fees yet sponsorship testing is rarely undertaken. The area of sponsorships performance is often overlooked when organizations measure the effectiveness of organizational expenditure or other elements of the marketing mix. The objective of this study is to understand sponsorship evaluation in a less developed context because while there has been rich literature as to the subject in developed contexts, little has been done as to less developed markets. In the current study the research adopts a general approach to determine the perceptions of practitioners of sponsorship and the prevailing landscape of the evaluation aspect in Botswana. Interviews were carried out with practitioners from the various industries where it was evident that the concept is still at its infancy in Botswana. Interview transcripts were coded and summarized and the findings have shown that the concept is still at its infancy stage and there is lack of expertise in the area and similar to developed countries practitioners disregard evaluation despite the huge amount of money plowed into sponsorship and where it is done it is normally very informal and traditional advertising measurement are employed.

Keywords : Evaluation, Sponsorship, Sport, Sponsors Student Number : 2015-22368