Sports Sponsorship

This paper represents a response to calls for empirical studies into the role of sponsorship in the communication mix. A mail questionnaire was used to assess the extent to which UK build- ing societies were involved in sponsorship activities, particularly sport. Key issues such as the generation of quantifiable objectives, measurement of effectiveness and integration with other elements of the marketing mix were explored. While tlfere were some exceptions the general impression was that a lack of systematic analysis plan- , ning, implementation and evaluation, led to many initiatives failing to achieve their potential.