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Perception of sustainable sport sponsorship in terms of sustainable development and corporate social responsibility in the era of the Covid-19 pandemic

Olejniczak-Szuster Katarzyna, Łukasik Katarzyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2022

z. 157

363--385

Purpose: The purpose of the research presented in this paper was to identify the factors that determine the perception of sport sponsorship in terms of sustainability development and CSR activities in the era of Covid-19. Design/methodology/approach: The goal was achieved by literature review and presentation of the results of relevant pilot research. The research sample (random) consisted of questionnaires returned by 203 respondents via the Internet. In the empirical analysis workshops, binomial models in the form of logit models were used, due to which the estimation of 8 logit models (4 full and 4 reduced) was carried out, while considering their determinants in 5 categories. Findings: The results show that despite the Covid-19 pandemic, participants in sports events pay attention to the sponsor's activities in terms of sustainable development and CSR. This is evidenced by various perceptions of his activity. These results confirm that combining sponsorship with sustainable development and CSR help to create a positive image of the company, especially in the times of crisis. Research limitations/implications: In the period of many restrictions related to the Covid-19 pandemic, sports sponsors have limited opportunities to display their brand, thus creating their image. Additionally, the lack of sports gatherings limited the interactions occurring on the plane of the sports event – sponsor-beneficiaries of the event. Covid-19, in a way, forced brands to act in a sustainable manner and CSR. The commercialization of sport introduced sustainable development and CSR as means to achieve organizational goals and the Covid-19 pandemic has become a period of adjusting activities in the area of sustainable development and CSR to new conditions and social expectations. The obtained test results confirm this. Social implications: The coronavirus pandemic and government-imposed social distancing measures have had a strong impact on the sports sponsorship rights market, thereby impacting sustainability and CSR activities. Therefore, the article answered the question whether the Covid-19 era is a place to combine sports sponsorship with sustainable development and CSR? Originality/value: The discussed issue is in line with the current concept of sustainable development and CSR. Sustainable sports sponsorship allows you to build a positive image of the company and maintain a long-term competitive advantage, even in such difficult times related to the Covid-19 pandemic. The article is intended for both managers and researchers dealing with the subject of sustainable development and CSR.

Sponsoring sportowy jako narzędzie promocji miasta Białystok

Wasiluk A., Tokarzewski P.

Ekonomia i Zarządzanie

2013

Vol. 5, no. 1

50--62

Sponsoring sportowy jest akceptowanym instrumentem promocji miast i regionów, zatem wydaje się w pełni uzasadnionym działaniem wykorzystywanie go jako narzędzie komunikacji marketingowej przez miasto Białystok. W drodze weryfikacji postawionego założenia, niniejszą publikację oparto z jednej strony na analizie teoretycznej podstawowych zagadnień literatury przedmiotu (opisano istotę promocji oraz sponsoringu sportowego) zaś z drugiej na weryfikacji empirycznej przyjętych założeń.

The purpose of this article is to indicate that sports sponsorship is accepted and attention catching instrument of promoting cities and regions. Therefore, it is reasonable to use it as a mean of marketing communication by the authorities of the city of Bialystok. To complete the posed assumptions, this publication is on one hand based on the theoretical analysis of the basic issues covered in the literature (described as the essence of promotion and sports sponsorship) and on the other hand the empirical verification of the accepted methodological assumptions. The results of the survey conducted on the Internet to a moderate extent confirmed the research hypothesis. This fact is supported by the average level of sports sponsorship visibility among respondents outside the region of Podlasie.