The Role of Investors and Sponsorship for the Development of Ethiopian Athletics
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Date
2012-08
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Addis Abeba university
Abstract
The purpose of this research was to investigate the role of investors and
sponsorship in the development of Ethiopian athletics. To conduct this
research, descriptive survey method was employed. The primary source of data
were collect by means of questioner from sports personnel, athletes and
sponsors and secondary source of data were document analysis from Ethiopia
federal investment agency and from grate run office. Sampling techniques were
employed to select purposively. Like wise, the collected data were analyzed
quantitatively by using descriptive statistics such as, frequently count
percentage and qualitatively by using narration mode.
In many instances, sponsorship has proven to be the financial lifeblood
of athletics sport tourism events held in regional areas, and often provides a
majority of the revenue necessary to sustain the successful staging of such
events.
This quantitative and qualitative study examined through questioner and
document analysis. Sponsors provided sponsorship to regional and federal
athletic sport tourism events, sponsorship leveraging, evaluation of
sponsorship effectiveness, and how sponsorships were initiated between
sponsors and athletics sport tourism events.
The results of this research found that the role of investors and sponsorship in
the development of Ethiopian athletics. Professional sport personnel and
athletes ( managers ) were well aware of the importance of reciprocating a
return on investment to their sponsors. Both sponsors and sponsored
tended to exhibit low levels of proficiency in being able to carry out effective
sponsorship leveraging and evaluations, and as such leveraging and
evaluation techniques employed in these sponsorships tended to be
unsophisticated and inexpensive to execute.
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Keywords
Ethiopian Athletics