Authors : Panagiotis Gkanas; Panagiota Antonopoulou
Volume/Issue : Volume 7 - 2022, Issue 1 - January
Google Scholar : http://bitly.ws/gu88
Scribd : https://bit.ly/3fCzJ89
DOI : https://doi.org/10.5281/zenodo.5875105
At a time when the promotion of services and
products is changing on a daily basis, with Social Media
being the main channel (social media, digital media,
websites, blogs), a new horizon of economic relationship
between advertisers and promoters has emerged.
Traditional Media, such as television, radio, newspapers
and magazines paved the way for promotion through
Media. Without them, there wouldn’t be a starting point
for sponsorship through the New Media.
The transition to the new technological models was
predetermined and this is something that was detected in
time by advertising companies, teams, athletes and most
importantly social media itself. Traditionally informed
consumers of products and services from advertising
sources such as TV, radio and newspapers, have turned to
the internet. According to research by Reuters Institute for
the study of Journalism, Oxford University for digital
information in Greece, 61% of people are mostly informed
by websites and 27% of people get updates through social
Media. In third place, television makes an appearance as a
preferred news source by 21% of people.
New Media was the ideal escape since it is about
efficient media (according to users and the(ir) views), Plus,
they are quite cheap and at times free of charge. In
particular, referring to the sports industry that is mainly
monitored by young and dynamic audiences, New Media
is a field of unlimited possibilities and technologicaladvertising prospects. New Media, apart from as have
been mentioned above, offers numerous forms of
promotion and presentation (videos, hashtags, cover
photos, live coverage . sharing, organic-paid engagement).
This gives companies that want to advertise a lot of
weapons for their quiver and not only traditional forms of
television spots or static banners. The sponsorship is
characterized either by a sum of money or by offering preestablished items with an agreed exchange of advertising
capabilities in the sponsored media ( athlete – team –
organization etc). Although the sponsorship is carried out
for the purpose of brand awareness, return of investment
and commercial results, it cannot be identified with
advertising. Unlike advertising, it’s not able to stand alone
but it necessarily needs a sponsorship or platform.
Sports marketing as a subcategory of marketing
focuses both on the promotion of sports events but also on
the promotion of teams, players and sport products –
services. It is a direction related to either people (athletes)
or actions and sponsored activities. In any case, the aim is
the connection and approach of the customer-consumer.
Ideally, suited for the above requirement, are the New
Media that are now used by teams, leagues and athletes as
a marketing strategy. Social Media Platforms like
Facebook, Twitter and Instagram, are becoming widely
popular and people are able to reach a huge audience in an
easy and economical way.
The action of “following” of a brand or athlete,
particularly in social media, ensures the daily advertising
of the company, without any cost, which gives a unique
precedence over the traditional media. Marketing takes
advantage of the power of New Media in order to quickly
and easily identify and target a potential consumer using
an athlete’s idol. Regardless, social networks have changed
the way the world communicates and interacts. Athletes
have long been a constant pole of attraction for consumers
since sports arouse feelings and passions, being a source of
health, sacrifice, devotion and positive energy. The goal of
the project is to look into the unbreakable bond between
companies and athletes as it evolves through sponsorship
in the New Media. The statistics of athletes are the
cornerstone of sponsorship packages. Through this thesis,
an explanatory scale will be created for the mapping of
followers – users in monetary amounts of sponsorship.
The purpose of this study is to contribute to the
understanding of sponsorship by examining the effects of
team attachment/association, perceived feasibility and a
sport’s team honesty, focusing on social media
consumption on behaviours towards sponsors and
intentions to buy products by the sponsor.
Keywords : Social Media, Sports, Digital Media, Sponsorships, Sponsors, Football.