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dc.contributor.authorIserhienrhien, Agbonlaho
dc.date.accessioned2013-12-09T17:06:29Z
dc.date.available2013-12-09T17:06:29Z
dc.date.issued2013
dc.identifier.otheroai:jykdok.linneanet.fi:1288807
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/42615
dc.description.abstractSports sponsorship is an umbilical cord that ensures supply of essential resources for sports to ensure its sustenance and development. Corporate sponsors provide the greatest resources in sponsorships. Sponsorship is a symbiotic business relationship, one that is supposed to benefit sponsors and sports entities who are in partnership. Value derivation from resources invested in a sponsorship is important to sponsors, it is the greatest benefit for them. Chances of sustaining a sponsorship is enhanced when value is derived from a sponsorship. Sports in Nigeria contend with various challenges, including inadequate funding. In order to surmount this problem, it is essential for sports entities to know why corporate bodies desire to sponsor sports and what they define as value since value is subjective to a large extent. This thesis sought to resolve four questions: a.Why are corporate sponsors interested in sponsoring sports in Nigeria? b. What do sponsors perceive as value in a sponsorship? c. Are they getting value from existing sponsorships? d. What is expected of recipients to sustain or enhance a sponsorship relationship? This qualitative study involved three case studies and four face-to-face interviews of representatives of corporate sponsors of sports in Nigeria. This study is based on Homan’s Social Exchange Theory. The focus was not to test theory but rather to highlight that sponsorship is exchange based relationship. It is a commercially motivated relationship in which sponsors give their resources to sports entities to enable them associate their brands with them. The benefits derived are varied , including possibility to leverage their brands. A thematic approach was used in data analysis. Results showed that recognition, attention, visibility, broad reach to variety of people, association/relationship, inherent nature of sports are some major themes deduced from reasons of interest to sponsor sports. Respondents agreed that they have derived value from sponsorship though it could have been better in some cases. Honesty, professionalism, innovativeness, discipline, transparency were stated as important to sustain a sponsorship. Themes connected to value included, youth empowerment, brand projection, enhanced visibility and image. Sponsorship was stated to be a symbiotic affair, anything far from this will undermine their interests in such sponsorship. Sports entities in Nigeria need to create an outlook that will attract sponsors as well as help deliver value in relation to expressed value definitions by their sponsors. Sports in Nigeria will experience a positive change if sports administrators and other sports entities desiring fulfilling sponsorship act on findings from this study.en
dc.format.extent1 verkkoaineisto.
dc.language.isoeng
dc.rightsThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.rightsJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.subject.otherSponsorship
dc.subject.othervalue
dc.subject.otherbrand image
dc.subject.otherNigeria
dc.subject.othercorporate sponsors
dc.subject.othersports
dc.titleSports sponsorship in Nigeria : why are corporate sponsors involved and are they deriving value?
dc.identifier.urnURN:NBN:fi:jyu-201312092762
dc.type.ontasotPro gradufi
dc.type.ontasotMaster's thesisen
dc.contributor.tiedekuntaLiikuntatieteellinen tiedekuntafi
dc.contributor.tiedekuntaFaculty of Sport and Health Sciencesen
dc.contributor.laitosLiikuntakasvatuksen laitosfi
dc.contributor.laitosDepartment of Sport Sciencesen
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.oppiaineLiikunnan yhteiskuntatieteetfi
dc.contributor.oppiaineSocial Sciences of Sporten
dc.date.updated2013-12-09T17:06:30Z
dc.rights.accesslevelrestrictedAccessfi
dc.contributor.oppiainekoodi5032
dc.subject.ysosponsorointi
dc.subject.ysoarvo
dc.subject.ysoimago
dc.subject.ysourheilu
dc.subject.ysoNigeria
dc.rights.accessrightsAineistoon pääsyä on rajoitettu tekijänoikeussyistä. Aineisto on luettavissa Jyväskylän yliopiston kirjaston arkistotyöasemalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat.fi
dc.rights.accessrightsThis material has a restricted access due to copyright reasons. It can be read at the workstation at Jyväskylä University Library reserved for the use of archival materials: https://kirjasto.jyu.fi/en/workspaces/facilities.en


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