Cedomir Ljubojevic¹, Larisa Vetro¹

¹Fakultet za uslužni biznis – Novi Sad

SPORTSKO SPONZORSTVO KAO DISTINKTIVNA KOMPETENCIJA

SPORTSKO SPONZORSTVO KAO DISTINKTIVNA KOMPETENCIJA

Sport Mont 2006, IV(10-11), 651-658

Abstract

Sponsorship is the one of the fastest growing form of marketing, and sport sponsorship is by far the most popular sponsoring object that accounts for over 75% of the total sponsoring expenditures world wide. Overall purpose of this paper is to gain a deeper understanding of how a company uses sport sponsorship as a strategic tool in its marketing program. A critical aspect of a company's sponsorship process is the determination of its objectives, in order to have a successful sponsorship and be able to evaluate the results of the sponsorship effectively. The stating of clear objectives simplifies the selection between different sponsorship objects and assists company in the selection of the most appropriate object to sponsor. Sponsorship establishes a link between the event and the organization that is sponsoring the event, in order to support corporate or marketing objectivies. Sponsor wants to be seen or associated with some kind of event or sport and in return also provides benefits for the sponsored. Sport sponsorship may be developed into a competence assisting a company to secure a sustainable competitive advantage. Therefore, more and more people are becoming aware of the advantages of sponsorship which in return is leading to a growing demand for more professional approach to sponsorship.

Keywords

sport sponsorship, distinctive competence, competitive advantag

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