Strategic Assessment of Sport Sponsorship as a Marketing
Communication Tool in
Electronic Industries of Iran

Abstract: In today's business climate, as the marketing processes among companies are
getting more complicated and tougher, the companies have to introduce
themselves and their brands in a way to compete with other competitors, so
the companies must be creative when communicating their message and
familiar with all marketing techniques in order to publicize their brands.
The purpose of this research is to achieve a better understanding of how
and why companies in the electronic industry get involve in sports
sponsorship, also the thesis describes the varieties of objectives when
involving in sports sponsorship also the process of sports selection as
well as the evaluation approaches that are related to the electronic
brands, followed by advantages and disadvantages involve in sponsoring of
sports will be discussed. In order to reach the purpose I have chosen four
research questions to find those materials that I have already mentioned
and to answer the research questions three qualitative case studies have
been conducted. The sample companies are Iranian (Pars electric) and two
internationals (Samsung & LG) which are active in electronic industry. This
research clearly show that the most common objectives electronic brands
sponsoring sports are image making, public awareness and create and
increase the brand's visibility and publicity and to reach a specific
target market. Also image association and the popularity of sports are two
outstanding criterions for sports selection: moreover there are some ways
to measure the effectiveness of sports sponsorship. Ultimately the research
will show the advantages and disadvantages involve in sports sponsorship.