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Identifying and recruiting sponsors for Uganda Olympic Committee

Nuwagaba, Godfrey ; Delpy, Lisa (Dir.)

Mémoire de master : IOC Library, 2011.

Sponsorship is one of the biggest challenge facing Olympic sports in Uganda. Many sports disciplines have not been able to identify, recruit, and sustain sponsors.. This has hampered team preparations, training, provision of kits, and consequently poor performance of individuals and teams at all levels. To avert this situation, Uganda Olympic Committee (UOC) needs to identify and recruit capable... More

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    Summary
    Sponsorship is one of the biggest challenge facing Olympic sports in Uganda. Many sports disciplines have not been able to identify, recruit, and sustain sponsors.. This has hampered team preparations, training, provision of kits, and consequently poor performance of individuals and teams at all levels. To avert this situation, Uganda Olympic Committee (UOC) needs to identify and recruit capable sponsors in order to allow long term planning and execution of strategic plans. This research study looked at categories of companies that are interested in supporting sport and the main reasons behind sponsorship and tried to find out ways that could be used by sports organisation to identify and maintain the sponsors. The objective is to develop a sponsorship proposal that meets corporate objectives and then solicit identified companies using the sponsorship proposal. The basis of any sponsorship is based on the principle of reciprocity as most sponsors have their own objectives for sponsoring. Therefore exploratory methods needed to be employed to find out what companies in Uganda want in sport sponsorship. Methodology included acquiring a list of companies (Small, Medium and Large) with headquarters in Kampala, selecting a representative sample,, developing survey questions based on the reviewed literature focused on how to identify sponsors, objectives of the companies for sponsoring sports, the process of securing a sponsorship, benefits of sponsorships to the companies, and requirements companies expect from sports organizations. The survey was put on line using survey monkey software so that companies could respond on line at their convenience. A letter was sent via email with the Surveymonkey link to each of the selected companies. In addition, seven sports federations were interviewed to learn more about existing sponsorship recruitment processes as supporting data. All the data from the survey was analysed using excel and presented using tables and graphs. The research shows that identification of sponsors require professional marketers to give the sponsors confidence that they are assured of publicity, increase in sales, and consumer loyalty as a result of their sponsorship. A lot can be learnt from the process of identifying and recruiting sponsors that can be used to develop a sponsorship proposal that meets the criteria described by the sponsoring companies. UOC would use this research to better understand how to approach and service sponsors so that long term partnerships can be secured.