커뮤니케이션 믹스로서의 스포츠 스폰서십에 대한 전략적 탐색

Abstract

The sports activities, in general, have the properties of having members who take part in the activities easily assimilated, offering voluntary participations regardless of the ages and sexes of the members. So, the marketing management in the sports activities is getting emphasized when we think it allows us to help get nearer effectively to the five fundamental factors that motivate consumers which are attention, interest, desire, memory, behavior. The marketing management of the sports activities is defined as a promotion media of sports goods and service. Its fine details include consumer behavior, marketing research, market segmentation, promotion strategy and sponsorship. Especially, sponsorship is major part of sports marketing. The sponsorship is defined as fiscal, physical resources by corporates to an event or activity in exchange for a direct contact to the event or activity. The corporates to associated in this contract can use this to achieve either its corporates, marketing strategy, media exposure. In recent years, world wide spending on sports sponsorship has grown dramatically. That`s why many corporates utilize sports as a marketing tool. Sports sponsorship activities of corporate were very effective as a new marketing communication tools, because participation of sports event increased receptivity of advertising by peculiar exposure to mass media, target marketing and a merit to improve corporate image. However, access of sponsorship by sport governing body is not exquisite and systemetic. sports sponsorship is win-win structure between sports governing body and corporate. According to many researches with sponsorship, objectives in sponsorship range from assumption of community relation to the commercial objectives normally proposed for advertising. so, the process of gaining sports sponsor is dependent on an in-depth knowledge of the sponsor`s objective. Therefore, the purpose of this study is to identify and approach sponsor needs and corporate criteria for sponsor evaluation for effective sports sponsorship.