Reasons for sponsoring non-professional sports: the case of four basque firms

Abstract

Sport Sponsorship has noticeable risen in recent years. Based on the image of sports stars, many companies have achieved different types of benefits. Likewise, sport sponsorship in non-professional sports has also increased. However, companies that invest in non-professional sports remain quite far away in terms of visibility and profitability levels comparing to high-level sports. Therefore and due to the research gap in non-professional sport sponsorship, this study investigates the case of four companies, with the aim of identifying the causes that push companies to invest in non-professional sports sponsorship. According to this study, brand awareness and customer reaching, customer loyalty and a proper positioning achievement, are the reasons for investing in non-professional sports. On the other hand, some other potential benefits, like tax benefits and the development of relations with public entities, do not have sufficient weight neither attractiveness to invest in non-professional sponsorship.