Motivations for Australian Expenditure on Sponsorship—An Analysis

Abstract

Data drawn from an overall study of sponsorship in Australia are used to investigate the factors which motivate Australian managers to decide what proportion of their advertising budget should be invested in sponsorship. Factor and multiple regression analysis are used to identify two relevant motivating factors. These are increases in product and brand awareness and market share and the use of sponsored events for client hospitality. The results are discussed in relation to those reported in other sponsorship studies.