SPONSORSHIP AS A MARKETING COMMUNICATIONS TOOL: A THEORETICAL REFLECTION OF CONCEPT AND DIMENSIONS
Keywords:
Sponsorship, Goodwill, Sport sponsorship, Social cause sponsorship.Abstract
Sponsorship is one of the most important tools of modern marketing communications, which are
used by companies to achieve their marketing goals. Sponsorship is the provision of resources
(money, people, or equipment) by an organization directly to an event or activity in exchange for
a direct association to the event or activity. Sponsorship has increasingly been viewed as a way in
which to generate audience awareness and has the ability to transcend cultural and linguistic
barriers. It is no coincidence that sport, the arts and music are the areas that receive the most
amount of sponsorship funding as these are activities with appeal. This paper theoretically explored
the concept of Sponsorship and identified its objectives, types, benefits and dimensions of
Sponsorship. These dimensions of Sponsorship include goodwill, event- sponsor fit, and Fan
involvement
