Determinants of corporate sponsorship award opportunities for Soccer Premier League clubs in Kenya
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Date
2022
Authors
Kisaka, Thomas Mboya
Andanje, Joseph Mwisukha
Rintaugu, Elijah Gitonga
Journal Title
Journal ISSN
Volume Title
Publisher
aj
Abstract
Corporate sponsorship is a common phenomenon in major soccer leagues worldwide. Studies in the
area of sports sponsorship decision-making have been done from a global context but lack focus on a
particular sport or a major soccer league. Little empirical evidence has emerged in the area of sport
sponsorship decision-making factors. The purpose of this study is to determine the factors considered
by corporate organizations in availing sponsorship to clubs in the Kenya Premier League. The study
determined the influence of team-based, country-based and environmental-based characteristics on
corporate organizations’ decisions to sponsor, the first of its kind to be done on the Kenya Premier
League. Self-administered questionnaires were used to collect data from six corporate sponsors of
community-based, privately-owned and military-based clubs in the Kenya Premier League 2018/2019
season, as well as club chairmen and treasurers. Interviews were also conducted on the managers and
assistants of marketing/sales departments of the corporate sponsors. Data were analysed using
descriptive statistics to rank the sponsorship factors in their order of importance. Regressions were
done to test the hypotheses. The data obtained through interviews were sorted out according to the
objectives and presented in a narrative form. The study revealed that team-based factors had the
highest significant effect on sponsorship decisions, followed by country-based then environmentalbased factors
Description
Article
Keywords
Determinants, corporate sponsorship, soccer, premier league clubs, Kenya Premier League, Kenya.
Citation
Mboya, K. T., Mwisukha, A. J., & Gitonga, R. E. (2022). Determinants of corporate sponsorship award opportunities for Soccer Premier League clubs in Kenya. Journal of Physical Education and Sport Management, 13(1), 1-14.