Decision Factors in the Strategy of Sports Sponsorship in Spain

Decision Factors in the Strategy of Sports Sponsorship in Spain

Guillermo Sanahuja Peris (Universitat Jaume I, Spain), Magdalena Mut Camacho (Universitat Jaume I, Spain), Eva Breva Franch (Universitat Jaume I, Spain) and Carlos Campos López (Universidad de Extremadura, Spain)
DOI: 10.4018/978-1-5225-7617-4.ch001
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This chapter responds to how companies decide their sports sponsorship strategy. Initially, a theoretical review was carried out on the actual research to date on the subject, which led to fieldwork that combined quantitative and qualitative techniques. In the first place, the managers and executives of 40 Spanish companies were surveyed. In the qualitative phase, discussion groups and in-depth interviews were carried out. The results obtained have been divided into findings for large companies and SMEs, respectively. The main finding has confirmed that sponsorship has basically a strategic motivation at its onset and an economic one in its execution.
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When developing this research, it is important to briefly review the basic concepts of sports sponsorship as a contact space between advertiser brands and consumers.

Key Terms in this Chapter

Corporate Image: The public mindset regarding an organization.

Sports Sponsorship: Relationship involving the provision of resources from the sponsor to the sponsored in search of achieving mutual benefit, business and marketing objectives through promotion and communication strategy.

Reputation: The recognition the stakeholders have of the organization.

Branding: The process involved in creating a unique name and image for a product in the consumer’s mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

Identity: This is the sum of the history, culture, and project of the organization: its essence.

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