Possibilities of sponsorship in golf
Lucia Malíčková
Abstract
Sports has not already been for a long time only entertainment but business of many millions. Sports clubs, but athletes themselves want to achieve the best results as much as possible. When they achieve wished success they bring bigger interest of fans and this causes increased interest of sponsors and the final consequence is in-creased income. Sports institutions are managed like business and to achieve their aims they use similar marketing tools. Sponsorship creates the big part of sports marketing. Well-elaborated sponsorship concentrates on emotions and is able to be well-directed. Rise of awareness of given brand is the biggest contribution . The arti-cle brings the base for identification of sponsorship used in golf branch. We do not only focus on golf sponsorship in the world but in Slovakia as well from the point of view of golf institutions, events, but mainly of professional golfers themselves. With the help of regression analysis and we research aspects that influence sponsors in deciding about support of professional golfer. The aim of the publication is to give a definition of sponsorship base in golf branch.
Key words: golf, professional athlete, sponsorship, sports marketing
JEL Classification: C12, C21, M31, M37, Z20
DOI: https://doi.org/10.53465/STCB.1339-3081.2022.51.84-94
Received: 20.3.2022 Accepted: 28.3.2022
How to cite this (APA 7th edition):
MALÍČKOVÁ, Lucia. Possibilities of Sponsorship in Golf. Studia commercialia Bratislavensia: Scientific Journal of Faculty of Commerce, University of Economics in Bratislava. Bratislava: Ekonomická univerzita v Bratislave, 2022, 15(1), 84-94. ISSN 1339-3081.
ISSN (online): 1339-3081
Publisher: Fakulty of Commerce, University of Economics in Bratislava
License:
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.