HCBE Faculty Articles
Title
Corporate Sponsorship of the Rugby World Cup 1995: An Analysis of Sponsors and Spectators
Document Type
Article
Publication Date
9-1997
Publication Title
South African Journal of Business Management
ISSN or ISBN
2078-5585
Volume
28
Issue/Number
3
First Page
73
Last Page
81
Abstract/Excerpt
This study analyses the participation of sponsors and their success in a major world sports event, the Rugby World Cup 1995. Both the sponsors as well as a sample of spectators are interviewed. Sponsors are asked why they sponsored this event, their objectives, communications programme and their evaluation of the sponsorship. Spectators are asked if they can recall the sponsors of this event and whether their buying behaviour has changed as a result. The results indicate that most sponsors reached their objectives, but from the spectator point of view, there were some mixed results. A literature review of sponsorship in sport is undertaken, as well as some guidelines proposed for those organizations considering sponsoring a major sports event.
NSUWorks Citation
Spence, Jacqui; Abratt, Russell; and Mattheus, Douglas, "Corporate Sponsorship of the Rugby World Cup 1995: An Analysis of Sponsors and Spectators" (1997). HCBE Faculty Articles. 889.
https://nsuworks.nova.edu/hcbe_facarticles/889