AN EVALUATION OF THE MOST RELEVANT CHARACTERISTICS IN EVENT SPONSORSHIP PROJECTS AND THEIR RELATION TO THE INTENDED OBJECTIVES

Abstract

Sponsorship activities have been changing all over the world in the last decades. In Brazil, in special, it has been used as a promotional instrument to improve brand awareness, sales and commercial relationships. However, a difficult task imposed upon decision makers remains unsolved: how to evaluate a sponsorship project. This study paper proposes to raise the main characteristics of sponsorship projects and evaluate the importance of each one for the decision making process considering the objectives aimed by decision makers. In the first stage a survey is carried out with sponsorship project analysts and marketing experts to identify the characteristics used by them during the project evaluation process. A total of 25 characteristics were identified. It was verified that the importance of these characteristics is influenced by the nature of the desired objectives. In the second stage, a measurement of the relative importance of each one is done, revealing how they are related to each specific objective. In order to fulfill the objectives some statistical analysis were carried out, basically normality tests and difference between means The evidence suggests that the influence of each variable has distinct consequences for the project, although most of the respondents that took part in the survey affirm having no structured method to neither classify nor evaluate sponsorship projects.