Title Kas lemia paramos pasiūlymo sporto sektoriuje sėkmę? Paramos pasiūlymo kūrimo teorija ir praktika
Translation of Title What makes sponsorship proposal in sport sector successful? Sponsorship proposal development theory and practice.
Authors Čingienė, Vilma ; Komskienė, Diana ; Atraškevičienė, Vaida
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Is Part of Ekonomika ir vadyba : aktualijos ir perspektyvos.. Šiauliai : Šiaulių universitetas. 2013, Nr. 1(29), p. 166-176.. ISSN 1648-9098
Keywords [eng] sponsorship proposal ; competitive sponsor ; sport federation
Abstract [eng] Results and findings. Sport sponsorship is the pro¬cess of exchange, where a business company invests into a sport object in exchange for brand development, direct association with the product or event, communication of the relevant message, and showing of corporate responsi-bility by reaching the target audience through sport. The sponsor's rights are directly related to investment amoeas and therefore every financial input deserves a corre ding service. The development of a sponsorship proposal should start with finding potential groups of sponsors and analyzing sponsor business and sport or event specific characteristics. Based on collected information about sponsors of strategic sports, specific sponsors were selected by use of the classification of economic activities and the selected sponsors were arranged into 6 groups. In total of 11 sponsors were interviewed in the survey. Most of the sponsors give satisfactory rating to sponsorship proposals developed by sport federations. It was noted that the quality of devel funding proposals seldom met the expectations of corporate sponsors. The sponsorship proposal components that sponsors prioritize are advertising possibilities and media coverage. A competitive sport sponsorship proposal should contain the following key components of the greatest importance for sponsors: spread of the sponsor's name; reaching the target market; integrated public relations; reputable proosal content; scenario of the event or championship; advertising compliance. [...].
Published Šiauliai : Šiaulių universitetas
Type Journal article
Language Lithuanian
Publication date 2013