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An Exploration of the Role of Sponsorship of the Irish Horseracing Industry.

Clarke, Lydia (2003) An Exploration of the Role of Sponsorship of the Irish Horseracing Industry. Undergraduate thesis, Dublin, National College of Ireland.

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Abstract

This dissertation examines the reasons why companies in Ireland invest in sports sponsorship in Irish Horseracing and investigates the effectiveness of this sponsorship and how, if they do at all, measure the effectiveness of their investment.

As a background to sponsorship much of the literature review has been used to highlight the development of sports sponsorship in Ireland over the last 25 years. Sponsorship has evolved becoming a sophisticated medium in the marketing communications mix, with procedures for selection, implementing and evaluating. For the industry review horseracing in Ireland is examined, as well as the increased commercialisation and the profound changes that have taken place in recent years in the industry. A brief history of horseracing in Ireland is also given. In this section sponsorship within the industry is also explored.

The research methodology describes the methods followed by the author to collect and analyse the data required for this dissertation. Three sponsors and three industry experts participated in this research by the use of semi-structured interviews. The research questions and objectives are also outlined in this chapter as set by the author. The final chapter presents the findings and conclusions of the author's research. The research indicates that sponsorship is growing in popularity and that investing in sponsorship of horseracing is a value for money exercise. Results also indicate that companies do evaluate their performance and measure the success of their sponsorship of Irish horseracing. The research concludes with a recommendation for further research.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HD Industries. Land use. Labor > Large Industry. Corporations. > Corporate Sponsorship
S Agriculture > SF Animal culture > Horses > Horse Sport > Horse Racing
G Geography. Anthropology. Recreation > GV Recreation Leisure > Sports > Sports Sponsorship
Divisions: School of Business > BA (Honours) in European Business and Languages
Depositing User: SINEAD CORCORAN
Date Deposited: 21 Jun 2010 08:52
Last Modified: 19 Aug 2014 16:44
URI: http://trap.ncirl.ie/id/eprint/300

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