| Abstract [eng] |
Organizing global and local sport events includes pleasure as well as effort and much money. Event organizers cannot manage without additional support from organizations and business enterprises – sponsors. In return of giving financial or material support for the event sponsors are entitled to advertise their goods or services at the event venue or through mass media, sell goods with event trade marks etc. Sponsorship in combination with other marketing tools makes integrated entirety, which creates sponsor‘s value and increases his income. Sponsorship of sport events is very expensive and risky – but in case of success – very profitable investment. That‘s why countries or cities strongly compete for opportunity to organize global sport events, such as Olympics or world championships. Great Lithuanian fans love for basketball, mastery and trophies of national basketball players, determination to accelerate preparation of material basis have led that the main sport event for the Lithuanians in 2011 – Eurobasket – will take place in Lithuania. For it is the first very important sport event in Lithuania, it‘s necessary to prepare thouroughly and make effort to plan its sponsorship. The object of this research - sport events‘ sponsorship planning. The aim of this paper – on the theoretical basis of sport events‘ sponsorship planning, analyze the sponsorship planning process for Eurobasket 2011 in Lithuania. The tasks of this paper: 1) to give the concept of sponsorship; 2) to reveal the psychological and economic factors’ impact for the sponsorship process; 3) to reveal theoretical aspects of sport events‘sponsorship planning; 4) to analyze aspects of sponsorship planning of Eurobasket 2011 (in terms of organizers and sponsors); 5) to adaptate model of sport event sponsorship planning process for Eurobasket 2011. Specific results. Analysis of scientific literature on sport events sponsorship was made in theoretical part of this paper. This first part contains overview of sponsorship definitions, sponsorship place in integrated marketing communications models, it also reveals psychological and economic impact of sponsorship, especially on planning sport events. The second part of this paper presents theoretical model of sport events‘ sponsporship planning process and metodology of the research. The third part presents analysis of empyrical reserch. The paper is of 76 pages. It includes 18 pictures, 8 tables and 3 indices. |
