Open AccessCRITERIA AND INDICATORS NEEDED TO ATTRACT SPONSORS AND DONATORS FOR SPORT
Author(s) -
Dino Mujkić,
Inga Staškevičiūtė Butienė,
Irena Valantinė,
Izet Rađo
Publication year - 2017
Publication title -
baltic journal of sport and health sciences
Language(s) - English
Resource type - Journals
eISSN - 2538-8347
pISSN - 2351-6496
DOI - 10.33607/bjshs.v4i107.35
Subject(s) - promotion (chess) , business , marketing , public relations , general partnership , order (exchange) , product (mathematics) , sports marketing , donation , political science , marketing management , relationship marketing , geometry , mathematics , finance , politics , law
Background. Since 1980s, sponsorship has increasingly grown and is a powerful and strategic tool usedby companies to support their marketing communication plans (Desbordes & Tribou, 2007). Sports and culturesponsorships have become a popular and expensive marketing and public relations instruments. Very often it is clearthat return on investment (ROI) is not an appropriate measure due to a lack of indicators established for this purpose.At the same time it is not clear what to follow and which criteria organizations should meet to get sponsorship ordonation. The main aim of the research was to find the indicative markers to attract partners to participate in the sportand culture projects in accordance with well-established criteria for company promotion. Furthermore, exploringpossibilities we aimed at developing common guidelines for sport, culture and educational institutions in order tohave relevant common approach for company’s partnership and to clarify it as a product’s promotion and marketingsales of a company as social responsibility and excellent public relation.Methods. The purpose of the study was to identify the objectives of sponsors we deem important when evaluatingprofessional sport sponsorship opportunities in Bosnia and Herzegovina (BiH). Twenty-four valid responses, out of30 received organizations that had sponsored sport and culture projects, were analysed to identify relevant criteriaand indicators. The survey questions were designed based on the methods employed by other sponsorship researchers(Greenhalgh & Greenwell, 2013).Results and Conclusions. The present research was based on the information from questionnaires intentionallydesigned for targeting marketing or public relations managers in 24 organisations in BiH. Data processing, whichincluded significance of differences and observed frequency distribution, along with ranking sponsorship objectives,criteria and indicators were used for conclusion, giving us a clear indicators’ frame. The study results show thatno transparent sponsorship or partnership criteria in line with organisation mission exist. It is more difficult for anorganization or a project to identify and attract sponsors or partners. Measuring social responsibility as a tool forappropriate public relations strategy is one of the added values of the research.