Original Research

Corporate sponsorship of the Rugby World Cup 1995: An analysis of sponsors and spectators

Jacqui Spence, Russell Abratt, Douglas Mattheus
South African Journal of Business Management | Vol 28, No 3 | a791 | DOI: https://doi.org/10.4102/sajbm.v28i3.791 | © 2018 Jacqui Spence, Russell Abratt, Douglas Mattheus | This work is licensed under CC Attribution 4.0
Submitted: 15 October 2018 | Published: 30 September 1997

About the author(s)

Jacqui Spence, Graduate School of Business, University of the Witwatersrand, South Africa
Russell Abratt, Graduate School of Business, University of the Witwatersrand, South Africa
Douglas Mattheus, Graduate School of Business, University of the Witwatersrand, South Africa

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Abstract

This study analyses the participation of sponsors and their success in a major world sports event, the Rugby World Cup 1995. Both the sponsors as well as a sample of spectators are interviewed. Sponsors are asked why they sponsored this event, their objectives, communications programme and their evaluation of the sponsorship. Spectators are asked if they can recall the sponsors of this event and whether their buying behaviour has changed as a result. The results indicate that most sponsors reached their objectives, but from the spectator point of view, there were some mixed results. A literature review of sponsorship in sport is undertaken, as well as some guidelines proposed for those organizations considering sponsoring a major sports event.

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