The study of suport marketing campaigns in sailing with elaboration of a sponsorship decision model

• Autor(a) principal: Zykova, Anna
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/13694
• topic: Marketing; Sport marketing; Sponsorship in sailing; Marketing; Marketing desportivo; Patrocínio; Desporto; Água; Portugal

The purpose of marketing is to add value, and companies are constantly looking for the ways to do it in the most efficient way. Sport sponsorship gets more and more popular, but why does it pay back so well? Corporates are always looking for new areas and fresh ideas, which brings them to sport. Traditionally sports have been followed by people, who passionately associate themselves with a certain sport. However, in case of sailing I am willing to prove, that there is no direct attachment and that possible consumers of a brand are not only those who are sport fans. Sailing sponsorship as one of the dimensions of sport marketing is evolving. Despite the presumable expensiveness, there are plenty of ways to get involved. It also becomes more prominent as sport, rather than leisure with lots of competitions happening globally. Being a sailing enthusiast, this field is also interesting to me for research from the marketing perspective. The advantage of studying in the country, where sailing history is rich and the area is saturated with many sailing competitions, is another reason, why I chose this topic. The result of my work will benefit the companies, that consider ‘testing the waters’ of sailing sponsorship. On the other hand my thesis could be useful for the teams and sailors, who are looking for funding. Last, but not least, I hope, that my research could be useful for academic purposes as the number of available publications is very limited.