Contribution to the Management Effectiveness of Grant Sports Sponsorship: A Literature Review

The major objective of this work was to examine the impact of managerial perceptions to the effectiveness of sport sponsorship program. Some of the research themes that we have examined through the literature review were the managerial perceptions and their impact to the empowerment of the delivered customer value and to the empowerment of the business uniqueness. The literature review findings showed us that managerial perception, precise targeting and a measurable strategy impact significantly to the effectiveness of a sport sponsorship program. The raising factor of managerial perceptions in the marketing theory seems to raise new thrusts of research in the sponsorship literature.