The role of committee attitude on company's decision for sponsoring sports events

https://doi.org/10.25299/sportarea.2022.vol7(1).7969

Authors

  • Billy Castyana Department of Physical Education, Faculty of Sports Science, Universitas Negeri Semarang, Semarang, Indonesia https://orcid.org/0000-0001-8041-3654
  • Zainudin Amali Ministry of Youth and Sports
  • Mugiyo Hartono Department of Physical Education, Faculty of Sports Science, Universitas Negeri Semarang, Semarang, Indonesia
  • Agus Pujianto Department of Physical Education, Faculty of Sports Science, Universitas Negeri Semarang, Semarang, Indonesia
  • Tandiyo Rahayu Department of Physical Education, Faculty of Sports Science, Universitas Negeri Semarang, Semarang, Indonesia https://orcid.org/0000-0002-8690-6377
  • Mohammad Arif Ali Department of Physical Education, Faculty of Sports Science, Universitas Negeri Semarang, Semarang, Indonesia
  • Gustiana Mega Anggita Department of Physical Education, Faculty of Sports Science, Universitas Negeri Semarang, Semarang, Indonesia https://orcid.org/0000-0002-8958-2355

Keywords:

Sports management, committee, sponsorship, sports event

Abstract

Partnerships with companies or sponsorships cannot be separated in the implementation of sporting events; even sponsorship is a significant investment given by companies in the sports industry. However, every company has considerations before sponsoring a sporting event, one of the influencing factors is the attitude of the organizing committee to the company that is a potential sponsor. The purpose of this study is to demonstrate the importance of the committee's attitude toward the company's decision to sponsor a sporting event. By using quantitative descriptive research and survey methods, this study collected data from 33 companies that met the criteria of having sponsored a sporting event and were willing to participate in the study by completing a willingness sheet. The data is taken from a questionnaire filled out by the Company Owner or the company's Marketing Department by first answering questions about the duration of work in the company. Then, respondents responded to statements that came from four indicators, namely the relationship between the committee and the company, the company's interest in the committee, the committee provided a sense of comfort for the company in working together, and the company felt benefited from working together, with the answer strongly agree, agree, disagree, and strongly disagree. After that, the data was analyzed using excel and shown in graph on percentages to explain that the indicator of comfort in working together plays the highest role with a total of 42.42% strongly agree and 48.48% agree. Indirectly, this facet provides information to future sports organizers to assist them in obtaining funding for sports events through a win-win situation or mutualistic relationship.

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Published

2022-04-22

How to Cite

Castyana, B., Amali, Z., Hartono, M., Pujianto, A., Rahayu, T., Ali, M. A., & Anggita, G. M. (2022). The role of committee attitude on company’s decision for sponsoring sports events. Journal Sport Area, 7(1), 89–95. https://doi.org/10.25299/sportarea.2022.vol7(1).7969

Issue

Vol. 7 No. 1 (2022): April

Section

RESEARCH ARTICLES
Copyright & Licensing

This is an open-access article distributed under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License which permits unrestricted use, distribution, and reproduction in any medium. Copyrights of all materials published in Journal Sport Area are freely available without charge to users or / institution. Users are allowed to read, download, copy, distribute, search, or link to full-text articles in this journal without asking by giving appropriate credit, provide a link to the license, and indicate if changes were made. All of the remix, transform, or build upon the material must distribute the contributions under the same license as the original. 

Received 2021-10-30
Accepted 2022-01-24
Published 2022-04-22

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