Die problematiek verbonde aan atletiekborgskappe in Suid-Afrika
M. Comm. === Sponsorship has grown immensely the past decade and involves billions of rand worldwide each year. Many big companies use this form of marketing successfully to achieve certain objectives. In South African athletics however, problems and pitfalls that may hinder the success of a sponsor...
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2012
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| Online Access: | http://hdl.handle.net/10210/7692 |
| Summary: | M. Comm. === Sponsorship has grown immensely the past decade and involves billions of rand worldwide each year. Many big companies use this form of marketing successfully to achieve certain objectives. In South African athletics however, problems and pitfalls that may hinder the success of a sponsorship are experienced at regular intervals. It is believed that sponsors use the wrong objectives or make the wrong choices; that problems occur too frequently; and that the problems experienced are caused by the inability of athletics organisers to address or prevent such problems. The purposes of this study are to identify and describe problems that are regularly found in sport sponsorships and especially athletics sponsorship in South Africa. The underlying objectives are to determine whether sponsors use the correct objectives, to identify problems that occur regularly and to establish the organisers' responsibility for these problems. |
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