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An analysis of strategic approaches employed by Singapore's non-profit national sports associations in seeking corporate sponsorship
Author
Quek, Swee Nee
Supervisor
Craw, Michael
Abstract
Despite an increasing body of literature about corporate sponsorship and research that investigates the nature of corporate sponsorship of sport from the perspective of the donor, no empirical research has been undertaken to address how Singaporean non-profit National Sport Organisations are positioning themselves to attract corporate sponsorship.
As this seminal first study aimed ?o identify the key strategies NS4s use to acquire corporate sponsorship, semi-structured interviews were conducted with the marketing personnel of three high profile NSAs. The discussions were recorded and manually transcribed word for word by the researcher and the data were analysed after each interview according to the three-stage coding process outlined by Strauss (1990).
Six imperatives, fundability, size of client base, volunteer appeal, support group appeal, equipment cost and affiliation fees were used to investigate the
strategic types and approaches ofthe three NSAs selected (Thibault, Slack & Hinings, 1993, 1994).
Analysis of the data reveals two key factors that seem to motivate corporate sponsorship of NSAs. The factors are (1) international success of the sporting teams and (2) increasing participation rates. The discussion of the results provides the analysis of the two factors determinant to the success of sponsorship acquisitions and the model developed, using the six imperatives, could be used in future to further our understanding of the unique sponsorship acquisition of the NSAs in Singapore
As this seminal first study aimed ?o identify the key strategies NS4s use to acquire corporate sponsorship, semi-structured interviews were conducted with the marketing personnel of three high profile NSAs. The discussions were recorded and manually transcribed word for word by the researcher and the data were analysed after each interview according to the three-stage coding process outlined by Strauss (1990).
Six imperatives, fundability, size of client base, volunteer appeal, support group appeal, equipment cost and affiliation fees were used to investigate the
strategic types and approaches ofthe three NSAs selected (Thibault, Slack & Hinings, 1993, 1994).
Analysis of the data reveals two key factors that seem to motivate corporate sponsorship of NSAs. The factors are (1) international success of the sporting teams and (2) increasing participation rates. The discussion of the results provides the analysis of the two factors determinant to the success of sponsorship acquisitions and the model developed, using the six imperatives, could be used in future to further our understanding of the unique sponsorship acquisition of the NSAs in Singapore
Date Issued
2005
Call Number
GV663.S55 Que
Date Submitted
2005