Executive summary of 'An evaluation of the effectiveness of rugby event sponsorship: a study of Dove Men+Care and the Welsh Rugby Union'

摘要

This summary has been provided to allow managers and executives a rapid appreciation of the content of this article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefits of the material present. A plethora of studies confirm the importance of sports sponsorship as an effective marketing strategy. The sponsoring organization engages with supporters of the relevant team or sport with the aim to convert them into consumers of the brand. Successful executions of this strategy help provide a competitive edge that is sustainable.