An Approach to the Evaluation and Selection of Sport Sponsorship Proposals

Abstract

Based on the annual submission rate of sport sponsorship proposals, a need exists for an objective proposal evaluation process. This paper proposes a comprehensive evaluation model for such purposes. The proposed model is elaborated within the framework of a six-step sport sponsorship management approach that consists of (a) a review of the corporate marketing plan, (b) the establishment of specific sport sponsorship objectives, (c) the identification of weighing of evaluation criteria, (d) the screening and selection process, (e) the implementation of the selected sponsorship, and (f) the post-event evaluation. The unique features of the proposed instrument, which addresses contemporary sponsorship objectives and practices, include (a) the comprehensive compilation of sport sponsorship evaluation criteria, (b) the categorical assignment of the criteria to common management and marketing dimensions, (c) assignment of weight to each criterion based on predetermined sponsorship objectives, and (d) use of the weighted criteria, with a Likert-scale grading system to evaluate proposals objectively.