Small business and sport sponsorship

This exploratory study examines 18 small organisations who engaged in the sponsorship of local sport, rugby league teams, in Australia. The literature sponsorship is applied to local activities and small business, thus filling a gap in the literature. The study examined seven main areas: (1) Responsibility for sponsorship arrangement; (2) Firms objectives for choosing sponsorship; (3) Types of other spon- sorship activities; (4) Perceived sponsorship effectiveness; (5) Sponsor- ship and the promotional mix; (6) Sponsorship entitlements; and (7) Demographic questions about the organisation. Similarities and differ- ences to results of earlier literature in this area are discussed. Directions for hture research are also explored. © 1996 Taylor and Francis Group, LLC. All Rights Reserved.