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Research to increase the rate of sponsorship renewals of the Croatian Olympic Committee / Manuela Sentderdi ; Tutor Lisa Delpy
Edited by Université de Poitiers - 2011
Sport sponsorship became an important source of revenue for sports entities. The relationship between the sponsor and the sports entity changed from a philanthropy and donation into a business relationship. Olympic sports organizations (OSO) like all the other sports entities are forced to approach their sponsors as customers and business partners. This research investigates on the example of the Croatian Olympic Committee the possibilities of a National Olympic Committee (NOC) to positively influence the renewal of existing sponsorship contracts. It presents results based on the data collected through face-to-face interviews and secondary sources and analyzes the relevant literature. Taking into consideration not only the results but also the findings in the literature the research concludes that the NOC can influence sponsor’s intensions to renew a contract and recommends the relevant aspects in order to achieve a renewal.