Napier University

The aim of this project is the gain a better understanding of how sport sponsorship affects consumer behaviour.

Sport sponsorship is a growing area which is currently under-researched. The results of the past researches have displayed opportunities and threats for both sponsor and sport. They have also raised important ethical implications (Carrigan et al., 1997). This document represented a structured research, which contained the following parts:

„X The importance of sport sponsorship in marking strategy, and how it would affects consumers and young people in particular. This part also stated the topic relevance to business management programme;
„X brief statement of overall aim and objective that would be undertaken;
„X short literature review related to sport sponsorship, consumer behaviour with regard to the food, tobacco and drinks industries. This part was a general attempt to provide a general background to the research area;
„X description of research methods to be used; how the information would be collected and analysed, what the limits of the data collection would be, and also consideration of reliability and validity issues;
„X ethical consideration;