Sport sponsorship in Singapore : a study of corporate sponsors' selection and evaluation criteria : their implications for sport organizations and business corporations

• Main Author: Hoi, Carol Ngan Yoke.
• Other Authors: Haslam, Ian
• Format: Theses and Dissertations
• Published: 2008
• Subjects: DRNTU::Social sciences::Education::Sports and physical education
• Online Access: http://hdl.handle.net/10356/13973
• Institution: Nanyang Technological University

This study was conducted to gain insight into sport sponsorship in Singapore from a corporate perspective. The subjects comprised of 38 active corporate sponsors who have been in sport sponsorship for the last 3 years. The research focused on 3 main areas namely, (1) Singapore corporate profile of sponsors, (2) their selection and evaluation criteria, and (3) the reasons to continue or discontinue sport sponsorships. The data collected from the quantitative survey were analyzed using descriptive and inferential statistics. The findings were supported by a qualitative survey. The results in the study provided background information on the corporate profile of sponsors, listed the top 10 objectives for sponsorships, the top 10 selection criteria of sponsors in sport sponsorship proposals, and the most common methods used in the evaluation of their sponsorships.