Sponsorship and motorsport

 This dissertation examines sponsorship through a case study of Australian motor sport. This examination concentrates on six major variables identified by participants in the area and previous commentators: the form by which the sponsorship is manifested, the magnitude of the sponsorship agreement, the longevity of the sponsorship agreement, the setting of sponsorship objectives, the evaluation of the benefits to sponsors, and the type of sponsor. The variables are examined primarily from the perspective of the recipient of the sponsorship. 

Research was both qualitative and quantitative, commencing with a literature review, and proceeding to preliminary interviews with participants, survey questionnaires with sponsors and recipients of sponsorship, and in- depth interviews with sponsorship recipients. The dissertation proceeds through an introductory chapter which sets the background and justification for the research, a chapter which reviews previous research, a chapter discussing the methodology employed, another presenting findings, and a final chapter summarising and presenting conclusions. 

A major finding of the research was that a lack of knowledge obtains with regard to the nature of sponsorship and its place within the promotions mix. This applied in previous research and amongst practitioners in the area. It was also found that while most sponsors set objectives for sponsorship, these are not always communicated to recipients, and that evaluation of sponsorship is usually by media audit, despite known shortcomings of this method. 

There was some disagreement amongst respondents' beliefs expressed in interview and the research findings with regard to the type of sponsor. Interviewees expressed a belief that sponsors involved in a particular sport would produce products related to that sport. This was not supported by the evidence. It also appeared that little thought had been given to the forms sponsorship could take and there was confusion as to pricing policies. 

The magnitude and longevity of sponsorship agreements were found to be related to objective setting and evaluation, with a belief held that exposure, especially television exposure was the "key to sponsorship success". This was found to support the bias toward the use of media audit for evaluation purposes. The dissertation also describes the characteristics of the sponsor who will spend more for longer in sponsorship agreements. This is suggested as an area for future research along with other questions presented in the conclusion.