Sport Sponsorship: A innovative Promotional Tool

Sport Sponsorship: A innovative Promotional Tool
Author(s):
Sweety Deswal
Keywords:
Marketing, Promotion, Sponsorship
Abstract
People have emotional connection with sport and marketing managers use this connection to market their products. 4 p’s of marketing has been given by Mc Carthy in 1975. Product, price, place and promotion are the 4p’s of marketing. Public relation, advertising, sales promotion, and personal selling are the component of promotion. Promotion is that tool of marketing which is used by the marketer to influence the buyer ins such a way that they purchase the product of the promoter. Promotion has further components above the line and below the line promotion. Sponsorship, direct marketing, Sales promotion, public relation, and personal selling are the techniques included in promotion. Sponsorship is a business agreement between a company and a sports team, in which the sponsor company provides financial support or any other support to a sports event, team, or athlete in exchange of benefits derived from the association. There are many forms of sponsorship for example sponsoring the jerseys and equipment of a team, event’s naming rights, or by providing financial support to athlete for their training for competitions
Article Details
Unique Paper ID: 159988 Publication Volume & Issue: Volume 9, Issue 12 Page(s): 963 - 965
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