Assessing the marketing crises of the trademark in the sponsoring for the companies Egyptian sports federations | ||
| Assiut Journal of Sport Science and Arts | ||
| Volume 2021, Issue 1, June 2021, Pages 109-120 PDF (341.01 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ajssa.2021.280588 | ||
| Authors | ||
| Hany Gamal Youssef1; Ehsan Hosney Ahmed2 | ||
| 1Assistant Professor at Sports Administration dep., Faculty of Physical Education - Minia University | ||
| 2Assistant Professor at Sports Administration dep., Faculty of Physical Education - Minia University. | ||
| Abstract | ||
| The research aims to assess the marketing crises of the trademark in the sponsoring companies of the Egyptian sports federations. The researchers used the descriptive approach (the method of survey studies) as it is the appropriate approach to the nature of this research The research community is represented in the sponsoring companies of the Egyptian sports federations which number is (33) sponsor companies, which are represented in the following categories (members of the boards of directors, employees), the Egyptian sports federations that are sponsored and numbered (46) and represented in the following categories (members of the board of directors, responsible for marketing and investment in the Egyptian sports federations). The researchers selected the research sample by random method. The number of selected sponsoring companies was (9) sponsoring companies with a percentage of (27%) of the original community, and the number of selected sports federations reached (13) sports federations and a percentage of (28%) of the original community, and the number of the research sample was (186) individuals. In collecting research data, the researchers used documents and records analysis, a questionnaire to assess the marketing crises of the trademark in the sponsoring companies of the Egyptian sports federations (prepared by the researchers). One of the most important results: Advertising and promotional crises occurred due to players contracting with their own sponsorship companies and promoting and advertising their brand other than the one contracted by the sports federations, which leads to advertising and promotional crises for these trademarks contracting with the Egyptian sports federations. Among the most important recommendations: the necessity of the commitment of companies sponsoring sports federations to develop methods and aspects of evaluating marketing crises for their trademarks in proportion to their activities and services. | ||
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