Factors Influencing the Adoption of Sports Sponsorship as a Marketing Tool by Kenyan Firms in the Telecommunication Industry

Abstract

This study aimed to determine the factors that influence the adoption of sports sponsorship as a marketing tool by Kenyan firms in the telecommunication industry. The specific objectives were to find out how brand awareness, corporate image and media fragmentation influences adoption of sports sponsorship by telecommunication companies in Kenya. The study employed a case study as its research design. The target population was the marketing managers in the two major players in the Telecommunications industry in Kenya which are Safaricom Limited and Orange Kenya. Primary data was collected using an interview guide which was administered to marketing managers of Safaricom Limited and Orange Kenya. Data collected was analyzed using content analysis technique. The study found that sport sponsorship increases ones memory about brands and creates awareness thus influencing one‟s decision to buy certain brands. It was also found that corporate image influences the adoption of sports sponsorship as companies strive to shape and maintain their organization image thus they are involved in sponsorship deals. It also found that media fragmentation is a primary trend in sports sponsorship and that it can change the sport media world. The study concluded that brand awareness, corporate image and media fragmentation influence the adoption of sports sponsorship as a marketing tool by Kenyan firms in the telecommunication industry. The study also concluded that competition, management attitude and sales performance also influence the adoption of sports sponsorship as a marketing tool by Kenyan firms in the telecommunication industry. The study recommends that Safaricom Limited and Orange Kenya should therefore harness the opportunity of sport sponsorship not only as a tool for creating awareness but assist other firms understand the impact of their sponsorship programmes