This paper presents the findings of a literature review and survey conducted on sport sponsorship in the UK. The paper seeks to establish relevant material published that addresses the issue of the transferability of techniques and skills from sports to business. The findings of the literature review highlighted the close relationship between the two mediums. The results of the sponsorship questionnaire showed evidence of the transference of mutually beneficial skills between the organisations offering the assistance, and the sporting organisation receiving the funding. The survey indicated that a majority of sports sponsoring organisations offered more than just monetary assistance to their beneficiaries. Sponsors also assisted with the management of specific events, and operated the complicated software and computer equipment required for the smooth running of the sporting activity. These organisations supplied the sports with key personnel, and highly skilled staff who were experts in their respective fields in marketing, public relations, corporate hospitality, and management.
Liu, J., Srivastava, A. and Seng Woo, H. (1998), "Transference of skills between sports and business", Journal of European Industrial Training, Vol. 22 No. 3, pp. 93-112. https://doi.org/10.1108/03090599810207935Download as .RIS
MCB UP Ltd
Copyright © 1998, MCB UP Limited