ATTENTION:
BEFORE
YOU READ THE CHAPTER ONE OF THE PROJECT TOPIC BELOW, PLEASE READ THE
INFORMATION BELOW.THANK YOU!
INFORMATION:
YOU CAN
GET THE COMPLETE PROJECT OF THE TOPIC BELOW. THE FULL PROJECT COSTS N5,000
ONLY. THE FULL INFORMATION ON HOW TO PAY AND GET THE COMPLETE PROJECT IS AT THE
BOTTOM OF THIS PAGE. OR YOU CAN CALL: 08068231953, 08168759420
THE EFFECT
OF SPORTS PROGRAMME SPONSORSHIP ON THE CORPORATE IMAGE OF SELECTED
ORGANIZATIONS
ABSTRACT
This study
investigated the impact of sports programmes sponsorship on the corporate image
of selected organization in Lagos State. A total of 100 sampled respondents
were sourced from four (4) corporate organizations for the study. The
descriptive design was adopted and structured questionnaire were used to
collect data which was analyzed using descriptive statistics of simple
percentage and analysis of variance (ANOVA) at 0.05 level of significance. The
findings revealed the following:
Sports
programme sponsorship significantly promotes the corporate image of selected
organizations in Lagos State.
Sponsorship
of sport programme by corporate organization
did not significantly increase
product and or brand awareness.
CHAPTER ONE
INTRODUCTION
Background
to The Study
The
international popularity of sports characterized by high level of participation
calls for proper development of the nation’s sports industry. This is due to
the fact that sports play prominent role in the growth and development of many
countries (Ogunbiyi, 2004).
The
organization and administration of sports require adequate human and material
resources. Onuchukwu, (2003) defined competitive sports as those physical
activities which individuals or teams indulge in with the sole aim of winning
the other individuals on teams for the
purpose of emerging victorious and overall champions. Human and material
resources needed in sports can only be provided with funds.
Ibikunle
(2004) noted that sports require a huge capital outlay. There is need for
sports administrators to scout for individuals, firms, government e.t.c, to
support sports in the provision and maintenance of facilities, equipment and
supplies and recruitment of sports personnel.
Most of the
famous developed and developing countries of the world have at one point in
time on the other associated with sports and excelled in different sporting
endeavors e.g. Brazil, Germany, France and a host of others became very popular
internationally through their excellent performance in sports, (Mohammed, 2002).
In Like manner, Nigeria South Africa, Nigeria, Ghana to mention but a few
African countries have gained international recognition by virtue of their
excellent performances in international sports.
One way by
which funds can be made available for effective execution of sports programmes
and events is through sponsorship. According
to Pope, (2008), sponsorship refers
to the provision of resources (money, people, equipment) by an
organization (Sponsor) directly to an individual, authority, or body (sponsee)
to enable the latter to pursue some activity in return for benefits
contemplated in terms of sponsor’s promotional strategy, and which can be
expressed in terms of corporate marketing or media objectives.
Apart from
government, sports organizers scout to secure sponsorship for their sporting
events. Ibikunle, (2004) noted that some business organization like Coca-cola,
Nigerian Breweries Guinness, Mobil e.t.c have contributed to the improvement of
sports participation in major competition.
Sponsors of
sports competitions always plan to promote sports and their products or
services. Sponsorship can be viewed as part of profit maximizing behavior of a
firm of which the primary notice is to increase sale. The sponsor’s aims are
often purely commercial and profit
maximization (Gratton and Taylor, 2004).
Pope (2007) categorized the sponsorship objectives for business as broad corporate objectives (image
based, marketing objective, promotion, increased sales) and media objectives
(cost effectiveness, reaching target markets). Turco, (2004) emphasized that
the primary objective of corporation engaging in sponsoring is increase public
and target market awareness of the company and its products or services.
Companies
have classified corporate sponsorship in variety of ways as function of public
relations, advertising, sales, promotion and personal selling, as well as a
hybrid from communication (Mescon, 2001).
However, the
flexibility provided by corporate sponsorship indicates that its desires consideration
as an independent element of the promotion mix. Some companies have already
began to recognize events marketing as an independent component by establishing
separate events marketing department.
Corporate
sponsorship can provide many of the same benefits that are provided by other
promotion alternatives. Contranting the attribute of corporate sponsorship with
other elements of the promotion mix yield and interesting comparison.
Advertising and corporate sponsorship both offers geographic target market and
cost flexibility. Flexibility in advertising is provided through the use of
different type of media and different type of media and different size of aids while corporate
sponsorship provides flexibility through different event (Gardner and Shuman, 2004).
A shift
towards promotion has taken place because of the perceived decline in
advertising’s effectiveness and the clutter association with the number of
advertisement aired during commercial breaks. Nigeria sports have been
developed tremendously due to the support of the corporate sponsorship, but
corporate sponsorship and publicity offers the opportunity for companies to
receive free media coverage (Ukman, 2004).
To generate
higher levels of creditability than the same level of media advertising and to
reach prospects not accessible through
normal sales and advertising effort.
Corporate sponsorship and publicity are both used to improve companies’ image.
Morakinyo,(2002)
noted that in spite of the fact that many administrators in sport seek for
sponsorship, not many are successful. Sports sponsorship. Just like any other
business Endeavour had been witnessing some problems which have been affecting
the growth and development of sport and the sponsors involvement in sports
sponsorship. Sandler and Shani (2003) assume that corporate organizations are
most concerned about the use of sponsorship activities with products and sports
events to build co-operative relationship in order to enhance product or
service awareness, visibility and image. They seek to use sponsorship
activities to achieve their marketing and media targets or other specific
targets, but not all are successful.
According to
David (2000), corporate bodies do not increase there product and brand
awareness because publicity of events are so poor thereby resulting in very low
turnout of people at events. Odegbami (2000) submitted that few sponsors
actually get value for their investment in Nigeria sports.
Statement Of
The Problem
This study
examines the impact of sports programme sponsorship on the corporate image of
selected organizations in Lagos State, Nigeria. In view of the aims of
corporate organizations in the sponsorship of sports which is to create
publicity, build their corporate image, create public relations and make
contacts with the local community as well as marketing and promotion.
Since sports
propel healthy image, the idea is to carry over the image of the company and
their product. In view of this, it has been said that sports programmes can
better achieve their objective through corporate organizations’ sponsorship of
those events.
The problem
of this study therefore is to ascertain the impact of sports programmes
sponsorship on the corporate image and brand sale of selected organization in
Lagos State, Nigeria.
Purpose of
The Study
The purpose
of the study as to:
(1)Ascertain
if sponsorship of sports programmes will promote the corporate image of
selected organizations in Lagos state, Nigeria.
(2)Determine
if sports programme sponsorship is an effective way of increasing product and
or brand awareness of selected organizations in Lagos State, Nigeria.
Research
Questions
This study
sought answers to the following questions.
1. What is the impact of sports programme
sponsorship on the corporate image of selected organizations in Lagos State
Nigeria?
2. Will sports programme sponsorship serve as an
effective and veritable tool of increasing products and or brand awareness of
selected organizations in Lagos State, Nigeria?
Research
Hypotheses
The
following hypotheses were postulated for the study:
(1)
Sponsorship of sport programmes will not significantly promote the corporate
image of the selected organizations in Lagos State, Nigeria.
(2)Sponsorship
of sport programmes by corporate organizations will not significantly increase
product and or brand awareness of selected organizations in Lagos State
Nigeria.
Significance
of The Study
The focus of
this study is to determine the impact of corporate organizations’ involvement
in sponsorship of major competitions, what informs their involvement level and
how best to improve on it for a positive turn-around of sports industry.
Admittedly,
sponsorship benefits both parties and this makes it different from other forms
of corporate assistance like charity, philanthropy and patronage. Sponsors are
expected to have economic gains through product acceptance and better position
of the companies’ product using sports activities as a medium of advertisement
and promotion.
Therefore,
this study will not only affect the organizational climate and survivals of our
sports industry, it will also create awareness in the numerous potentials
corporate sponsors’ out there to come
and take advantage of sponsorship to boost their business. It will equally
encourage those “partial sponsor” to be more involved in sponsorship for an
optimum benefits in the act.
Since the
study aims at determining the benefits which sports sponsorship brings to the
image of corporate organizations, its findings would provide a helpful guide to
the knowledge about sports organizational principle and practices and more
importantly, how best to exploit the potentials corporate sponsors’, yet
untapped despite their abundance in our
country.
In fact, the
study will benefit our corporate organizations’ inform awareness of the benefits
of sponsorship on their business.
Delimitation
Of The Study
The study
was delimited to the following
1. Four (4) corporate organizations in Lagos
State, Nigeria.
2. One hundred (100) respondents used for the study, (25 staff from each
corporate organizations spread across marketing, sales/promotion, public
relations and administration/ management departments.
3. Simple random sampling techniques were
adopted in selecting respondents.
4. A self- structured questionnaire in Likert
format and Thurstone style format was used for data collection.
5. Descriptive research design.
6. Simple percentage and analyses of
variance(ANOVA) was used as statistical instrument for data analysis.
7.The 0.05
Alpha level of significance was used in testing stated hypotheses.
Limitation
of The Study
The major
limitation encountered during the course of this study was that the respondents were reluctant
to respond to the questionnaire due to their workload and companies’ policy of
not revealing vital information of companies’ strategies, but the researcher
persuaded them in responding.
Operational
Definition of Terms
The
following key terms are being defined according to there operational usage in
this study.
Sponsorship:
This is a means of promotion, that is a deliberate financial support given to
an event to achieve brand awareness, enhance corporate image, increase good
will and raise employee morale.
Such sport
may range from funding and organizational assistance to the provision of retail
goods.
Corporate
sponsorship: This is the support that is provided to various events by
corporations with the intent of achieving specific objectives. The objectives
underlying the sponsorship may be to create maintain or reposition the
corporate image, to generate sales revenue, to create community support etc.
Corporate
sponsors: These are establishments or companies that voluntarily take up
finding of sports programme. For example coca-cola, Nigeria Brewies, MTN,
Globacom, Liver brothers Nigeria Plc etc are official sponsors of some gains in
Nigeria.
Organization:
this is a structure that sees to the process of determining what is needed, who
does it and how it will be done effectively. The design specifies the
relationship among tasks and people who perform them. An organization has
attributes such as identity, clear boundaries, performances, formal rules,
procedures and hierarchy of authority.
There are
two types of organization: formal and informal organization.
Corporate
organization: This is a group of people authorized to act as individual for
business purposes. Limited and public liability companies (Plc’s) are
potentially capable of being sponsors of sports programme.
Sports
performance: This refers to the measurement of achievement in sports
competitions by an individual, organization, state or a country via the
athletes in terms of quantity and quality of output. It is an evaluation of the
total medals won locally, (among amateur athletes), nationally (among states)
or internationally (elites professional athletes among nations).
Product
service promotion: This is a process of transmitting information, creating
awareness and interest on a product or service, which finally result in a
desire to buy or patronize such products), or service respectively.
Brand: This
is a name, term, sign, symbol, or design or a combination of them intended to
identify the goods or services of one seller or group of sellers and to
differentiate them from those of competitors.
Promotion
mix; This is using several or different types of communication to support
marketing goals.
HOW TO GET THE FULL PROJECT WORK
PLEASE, print the following instructions and information if you
will like to order/buy our complete written material(s).
HOW TO RECEIVE PROJECT MATERIAL(S)
After paying the appropriate amount (#5,000) into our bank
Account below, send the following information to
08068231953 or 08168759420
(1) Your project topics
(2) Email Address
(3) Payment Name
(4) Teller Number
We will send your material(s) after we receive bank alert
BANK ACCOUNTS
Account Name: AMUTAH DANIEL CHUKWUDI
Account Number: 0046579864
Bank: GTBank.
OR
Account Name: AMUTAH DANIEL CHUKWUDI
Account Number: 2023350498
Bank: UBA.
FOR MORE INFORMATION, CALL:
08068231953 or 08168759420
AFFILIATE
Comments
Post a Comment