Research Article
Effect of Sponsor-Event Fit on Company’s Decision to Sponsor Sport Event
@INPROCEEDINGS{10.4108/eai.28-4-2021.2312184, author={Billy Castyana and Mugiyo Hartono and Rizqi Teguh Iskandar}, title={Effect of Sponsor-Event Fit on Company’s Decision to Sponsor Sport Event}, proceedings={Proceedings of the 5th International Conference on Sports, Health, and Physical Education, ISMINA 2021, 28-29 April 2021, Semarang, Central Java, Indonesia}, publisher={EAI}, proceedings_a={ISMINA}, year={2021}, month={10}, keywords={sport management sport sponsorship sport event}, doi={10.4108/eai.28-4-2021.2312184} }- Billy Castyana
Mugiyo Hartono
Rizqi Teguh Iskandar
Year: 2021
Effect of Sponsor-Event Fit on Company’s Decision to Sponsor Sport Event
ISMINA
EAI
DOI: 10.4108/eai.28-4-2021.2312184
Abstract
According to Speed, Richard, and Thompson, one of influencing factors of company to sponsor sport event is sponsor-event fit. This factor shows how congruence is event vision and company goal, where they will, not only, share their assets but also share their visions. This descriptive quantitative research used survey as its method with variables were goal, logo, suitability, market, brand positioning, and comany’s decision. Population were decision maker of companies which ever become sport event, such as head of company, finance manager, and marketing manager. With purposive sampling method as sampling technique, this research also used modification 4 points likert scale quetionnaire as its instrument. From analysis data which used regression analysis, significance data showed .021 and its < .050 so sponsor-fit event have effect on the company’s decision.
