Co-branding through soccer in KwaZulu-Natal, South Africa

Abstract

The issues of branding, co-branding and sponsorship are critical aspects of marketing management studies. The fundamental problem surrounding co-branding and sponsorship in soccer is that professional soccer clubs hold a short-term view to relations with sponsors, whereas sponsors themselves hold a long term view to co-branding. The study explores the applications of co- branding through soccer in KwaZulu-Natal, more specifically, whether parties to sponsorship agreements appreciate the magnitude of investment in marketing where co-branding is pursued with an intention of enhancing the image of both the sponsor and the club.

A qualitative research approach was used in the study as it is often conventional for studies of this nature. Soccer fans were interviewed through focus group sessions whilst club officials, sponsorship officials, and professional soccer players were personally interviewed. Similarly, NVivo as a qualitative data analysis tool was used.

It emerged that players did not appreciate the link between their performance and the image of the sponsor. Again, soccer clubs as well sponsors did not rigorously evaluate the impact of sponsorship and that soccer clubs and sponsors did not internalize the objectives of co-branding in terms of its mutual benefit. This is an important highlight on the findings for professional management of soccer clubs to enhance co-branding related issues. As a critical contribution to understanding negotiating and concluding sponsorship agreements, a framework has been proposed that will guide executive managers of both soccer clubs and sponsorship organizations in managing sponsorship programmes.