Temat: sports sponsorship - Katalog OPAC zbiorów

Skocz do pozycji: 1.

Tytuł:: Sports promotion as determinant of basketball development in Nigeria
Autorzy:: Aina, Michael Gbemisola
Powiązania:: https://bibliotekanauki.pl/articles/2122945.pdf
Data publikacji:: 2021-12-30
Wydawca:: Politechnika Opolska. Wydział Wychowania Fizycznego i Fizjoterapii
Tematy:: sport marketing
sports promotion
sports media
sports advertising
sports sponsorship
Opis:: Sports federations in Nigeria have seen a steady decline in state funding while sport all over the world has become a more capital-intensive enterprise. The role of sport promotion in generating funds for grass-root sport programmes in the country is vital. This study investigates sports promotion as a determinant of basketball development in Nigeria. The key objective of this study is to examine stakeholders’ perceptions of the influence of the media, advertising and sponsorship on basketball development in Nigeria. This study has adopted a descriptive design of survey type with a population of 512 stakeholders in the Nigerian Basketball Premier League, who were all purposively selected as participants. A reliability coefficient of 0.72 was obtained. The study employed a structured questionnaire. Out of the total of 512 copies distributed, 436 were completed and analyzed. The hypotheses were tested using a Chi-square test at alpha 0.05. The findings of this study indicate that the stakeholders perceive sport advertising (Cal. ᵡ2118.450 > 16.129), sport media (Cal. ᵡ278.633 > Crit. ᵡ216.129), and sport sponsorship (Cal. ᵡ257.225 > Crit. ᵡ216.129) as significant determinants of basketball development in Nigeria. The study concluded that sport promotion indices largely determine the development of basketball in Nigeria. The implication is that increased public and private funding into basketball fosters its development in Nigeria. The study recommends more research into effective communication with target markets and active encouragement of corporate organizations; generous sponsorship promotes sports and enhances their business product image.
Źródło:: Journal of Physical Education & Health - Social Perspective; 2021, 10, 17; 30-35
2084-7971
Pojawia się w:: Journal of Physical Education & Health - Social Perspective
Dostawca treści:: Biblioteka Nauki

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Tytuł:: Perception of sustainable sport sponsorship in terms of sustainable development and corporate social responsibility in the era of the Covid-19 pandemic
Autorzy:: Olejniczak-Szuster, Katarzyna
Łukasik, Katarzyna
Powiązania:: https://bibliotekanauki.pl/articles/27313730.pdf
Data publikacji:: 2022
Wydawca:: Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
Tematy:: sports sponsorship
sustainable development
CSR
Covid-19 pandemic
sponsoring sportowy
zrównoważony rozwój
pandemia COVID-19
Opis:: Purpose: The purpose of the research presented in this paper was to identify the factors that determine the perception of sport sponsorship in terms of sustainability development and CSR activities in the era of Covid-19. Design/methodology/approach: The goal was achieved by literature review and presentation of the results of relevant pilot research. The research sample (random) consisted of questionnaires returned by 203 respondents via the Internet. In the empirical analysis workshops, binomial models in the form of logit models were used, due to which the estimation of 8 logit models (4 full and 4 reduced) was carried out, while considering their determinants in 5 categories. Findings: The results show that despite the Covid-19 pandemic, participants in sports events pay attention to the sponsor's activities in terms of sustainable development and CSR. This is evidenced by various perceptions of his activity. These results confirm that combining sponsorship with sustainable development and CSR help to create a positive image of the company, especially in the times of crisis. Research limitations/implications: In the period of many restrictions related to the Covid-19 pandemic, sports sponsors have limited opportunities to display their brand, thus creating their image. Additionally, the lack of sports gatherings limited the interactions occurring on the plane of the sports event – sponsor-beneficiaries of the event. Covid-19, in a way, forced brands to act in a sustainable manner and CSR. The commercialization of sport introduced sustainable development and CSR as means to achieve organizational goals and the Covid-19 pandemic has become a period of adjusting activities in the area of sustainable development and CSR to new conditions and social expectations. The obtained test results confirm this. Social implications: The coronavirus pandemic and government-imposed social distancing measures have had a strong impact on the sports sponsorship rights market, thereby impacting sustainability and CSR activities. Therefore, the article answered the question whether the Covid-19 era is a place to combine sports sponsorship with sustainable development and CSR? Originality/value: The discussed issue is in line with the current concept of sustainable development and CSR. Sustainable sports sponsorship allows you to build a positive image of the company and maintain a long-term competitive advantage, even in such difficult times related to the Covid-19 pandemic. The article is intended for both managers and researchers dealing with the subject of sustainable development and CSR.
Źródło:: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska; 2022, 157; 363--385
1641-3466
Pojawia się w:: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
Dostawca treści:: Biblioteka Nauki

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