Sponsorship evaluation in South Africa

Abstract

Sponsorships are regarded as a marketing communications activity. This is seem as an investment made by an organisation that need to be evaluated in terms of its return and contribution. Sport sponsorships have increased in South Africa since re-admittance to the international sports arena. There are various objectives for sponsorships. The identification of these objectives is important for the evaluation of sponsorships. The articles proposes some guidelines for the evaluation of sponsorships.