Reasons for Sponsoring of selected Sample Sponsors

This paper is focused on the reasons behind sponsorship on a selected group of sponsors. Its main goal is to analyze the motivation of commercial entities for sponsoring athletic organizations and to formulate recommendations for sponsors as well as for the sponsorship recipients. The data has been acquired using a qualitative research, namely interviews with companies that provide sponsorship. It was possible to acquire enough data for the scope of this paper, through this research method. The research has shown that the companies that offer sponsorships have a specific relation to sports. On average the selected companies invested 0.41% of their turnover into sponsorship activities. The potential benefits of this paper are the recommendations for companies on how to maximize the marketing potential of sponsorship