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This article considers how sports sponsorships are evaluated by sponsors. The important question is to determine whether a systematic approach is used in the light of the huge expenditures involved in sponsorships. The role of sports sponsorships in the promotional mix is discussed, as well as the evaluation of sports sponsorships. This study involved a sample of 28 sponsors in South Africa during 1988. A framework for the evaluation of sponsorships is presented for use by companies wishing to enter the world of sponsorship.
Abratt et al. (Sun,) studied this question.