Głównym celem badań własnych było ustalenie odpowiedzi na pytanie czy miano sponsora gwarantuje wysoki poziom rozpoznawalności marki przedsiębiorstwa wśród kibiców danego klubu sportowego. Dążąc do odpowiedzi na tak sformułowane pytanie zdecydowano się na przeprowadzenie badań przy wykorzystaniu kwestionariusza ankiety, które miały doprowadzić do uzyskania danych dotyczących rozpoznawalności sponsorów klubu MKS Dąbrowa Górnicza. Wyniki badań jednoznacznie pokazują, że sponsorzy analizowanego klubu nie uzyskali rozpoznawalności swoich marek na poziomie założonym w hipotezie badawczej tj. na poziomie 50%. W przypadku rozpoznawalności spontanicznej uśredniony wynik analizowanych marek kształtuje się na poziomie 11,7% , natomiast w przypadku rozpoznawalności wspomaganej ustalonej przy wykorzystaniu listy z logotypami sponsorów uśredniony wynik wynosi 35%.
Research background: The main aim of engaging with the research topic under discussion was the desire to equip those responsible for the process of managing sponsorship campaigns with a method that would enable comparison and evaluation of the results of a given campaign with the effects obtained by other campaigns and different forms of promotion. A significant assumption was that the proposed method does not require any prolonged or expensive research and that it also allows to add other research tools (like e.g. an eyetracker) if need be. The chosen research topic also constitutes an alternative to the usage of advertising value equivalency, as it is not considered a reliable indicator of effectiveness of sponsorship campaigns. Purpose of the article: The central aim of this research study was to evaluate the feasibility of assessing costs incurred by sponsors of sports events as the price of gaining recognisability of their brands by television audiences watching broadcasts of sponsored events. Methods: The research was conducted on the basis of a questionnaire which gave data concerning spontaneous and assisted recognisability of sponsors' brands. Participants conOeconomia Copernicana, 8(3),[447][448][449][450][451][452][453][454][455][456][457][458][459][460][461] sisted of viewers who had watched volleyball match indicated by the investigator. The research also included data obtained from source materials, concerning the costs of sponsorship agreements and viewership of chosen volleyball matches.
Findings & Value added:The investigation revealed that it is possible to calculate the costs of reaching television audiences of sports events effectively, i.e. where audiences are given the opportunity to recognize a brand as a sponsor of a given sports event. Results of the research offer sponsorship campaign managers a possibility to compare the costs incurred to reach their target group as part of a specific campaign, with other similar campaigns undertaken by a particular company, as well as with the results achieved by other sponsors of the same events.
While reflecting on sport sponsorship, it is crucial to consider that it is an investment in promotion from the sponsor's perspective. The idea of each investment, including that in sport sponsorship, is to commit money or capital with an expectation of profitable future returns or benefits. Thus, it is essential to undertake actions that enabling sponsors to establish whether a given sponsoring campaign was effective, i.e. whether it generated more benefits than expenses. This article presents the possibility of using Advertising Value Equivalency (AVE) to evaluate sport sponsorship effectiveness. Research conducted among Polish volleyball clubs aimed at recognizing factors considered by sponsors while evaluating results of engaging in sport sponsorship. The results and conclusions are presented in the content of the article. Additionally, there were introduced levels of AVE obtained by the most frequently displayed sponsors' branches of Plus Liga Kobiet and clubs participating in it in the seasons of 2008/2009, 2009/2010, and 2010/2011..
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