The use of sport sponsorship as a marketing communication tool by cellular communication providers in Ghana: a case study of mobile telecommunication network (MTN)

Thumbnail Image
Journal Title
Journal ISSN
Volume Title
Sport sponsorship has become an important vehicle of the marketing communication mix for companies today. It is further important to consider it as a powerful option when deciding upon marketing communication tools. The prime purpose of this thesis is therefore to provide better understanding of sport sponsorship and how it is used as a marketing communication tool by cellular communication providers with MTN-Ghana as a case study. In order to reach this purpose, research questions ^focused gn the objectives, selection process,evaluation of effectiveness of sport sponsorship as marketing communication tool and how the impact of sport sponsorship could be described. Based on the research questions, a literature review was conducted that resulted in a conceptual framework presenting a foundation for the data to be collected for this study. A qualitative case study methodology was used, using documentation and interview of MTN-Ghana in the cellular communication business. The general result of the .study is that several objectives of sport sponsorship are commonly used, and the objectives may be either constant or inconstant depending on sponsored unit .The most frequently used objectives of sport sponsorship are however, the corporate related objectives such as corporate image, client entertainment, and employee relations. Further results of the study are that companies base their selection of specific sport sponsorship on several criteria, for instance, managerial interest, the chosen sport's ability to deliver the marketing message. In addition, the decision can be made from a client perspective and the values of the company.Moreover, based on the results, it was established that companies do formal evaluation to assess the effectiveness of sport sponsorship to make a constant decision as to continue the sponsorship or to discontinue with the sponsorship. It was also established that MTN describe Sport sponsorship as an effective marketing communication vehicle that add financial value to a company's brand and significantly contributing to media exposure.As every sponsor seeks wide exposure, in both electric and print media .Though MTN employs integrated marketing communication tools in their bid to reach target customers, the successful single tool on the Ghanaian cellular communication market is attributed to the strategic use of sports sponsorship. Sport sponsorship has been an extremely potent promotional tool for MTN in the cellular communication industry in Ghana.
A Thesis submitted to the School of Business, Kwame Nkrumah University of Science and Technology In partial fulfillment of the requirements for the degree of Master of Business Administration, 2008