Research On Characteristics Of Corporate Sport Event Sponsorship Resources Demand

The global sport event sponsorship industry has developed into a stage that thecorporate sponsors are familiar with the application of sport event sponsorshipresources, and are able to choose the appropriate event and design the sponsorshipmarketing plan based on what the corporate needs. The sponsors have a verycomprehensive demand of sponsorship resources towards the event organizers. As aresult, the event organizers need to be aware of the sponsors’ demand of thesponsorship resources. However, the current theoretical study could not explain thecharacteristics of corporate sponsors’ demand. This dissertation is an empiricalresearch on sponsors’ demand of sponsorship resources. Based on theoretical studiesof Resource-based-View and Market-based-View, this dissertation discusses theinternal and external elements that influence sponsors’ resources demand and theprocess of the influence itself. The ultimate objective of this dissertation is to revealthe characteristics of sponsors’ resource demand through an empirical study.There are three research hypotheses. Hypothesis One: there are matching relationshipsbetween sponsors’ sponsorship objectives and sponsorship resources demand.Hypothesis Two: the difference between sponsors’ sports marketing background andsponsors’ sponsorship objectives has close relationships. Hypothesis Three: the eventorganizers to merely provide comprehensive sponsorship resource package will not beable to accommodate sponsors’ sponsorship resources demand.Applying research methods of literature review, questionnaire, interview and statistics,this dissertation analyses the features of sponsors’ sponsorship resources demand. Themain findings are as follows:1. There is a matching relationship between the sponsors’ sponsorship objectivesand the sponsors’ sponsorship resources demand. Upon different sponsorshipobjectives, the sponsors have regular demand for sponsorship resources. And thisis caused by the matching relationship between sponsorship resources and themarketing methods applied to achieve the sponsorship objectives.2. With the same sponsorship objective, there is close relationship betweensponsors’ sport marketing background difference and sponsors’ sponsorshipresources demand. The sponsors’ sport marketing background variations are themain causes for the different sponsorship resources demand regularities.3. When the sponsorship objectives are changed, there is a positive correlationbetween the variation of sponsors’ sponsorship resources demand and thesponsors’ different sport marketing backgrounds. The sponsors’ sponsorshipmarketing experience and sponsorship marketing investment have significantinfluence upon sponsors’ sponsorship resources demand.4. Sponsors’ sponsorship resources demand includes the two parts of “generaldemand” and “specific demand”. Sponsors’ sponsorship objectives and internalmarketing resources are affecting sponsors’ sponsorship resources demandsimultaneously. However, these two elements will make effects differently inaccordance with sponsors’ different sport marketing background.5. The tailor-made sponsorship packaging method is the most reasonable methodrecognized by the sponsors. In practice, however, the application of the method isunder certain conditions. Sponsors prefer to choose other sponsorship packaging methods if the conditions are not applicable.In view of the above research conclusions, this dissertation has made the followingjudgments upon the three research hypotheses. Hypothesis One is tenable that there isa matching relationship between the sponsors’ sponsorship objectives and thesponsors’ sponsorship resources demand. Hypothesis Two is tenable that thedifference between sponsors’ sports marketing background and sponsors’ sponsorshipobjectives has close relationships. Hypothesis Three is tenable that the eventorganizers to merely provide comprehensive sponsorship resource package will not beable to accommodate sponsors’ sponsorship resources demand.