Effects Of Sports Sponsorship On Performance Of Kenyan Firms Involved In Sports

Many companies make investment to sponsor the big sports events such as Olympics, world Cup and popular sports games. Effective promotional strategy involves strategic decisions about five factors target audience, objective of the promotion effort, nature of the product, stage in the product life cycle and amount of money available for promotion. The general objective of the study was to establish the effects of sports sponsorship on performance of Kenyan firms. The study sought to analyze the effects of status of sports sponsorship, target market’s awareness, demand of the sponsor`s products …