Precent- day society, The company also sees securing sports marketing communication as an invaluable means of making Korea`s entertainment industry global. because sports user concern and their emotional conformity serve to construct a market which may have a powerful spreading effect uncomparable to any commodity market.
Sports marketing budget has been on a steady rise. The sports extravaganza lasts two weeks - a mere lap in their yearlong marathon to increase profits - but it is one of the best sales opportunities of the year. All countries of the world is still set on aggressive sports marketing at international fairs to strengthen its brand image. realistic and well- articulated marketing strategy is perhaps the most critical part of the business plan for any new venture. Korea professional football needs strategy for sports globalization. With such a basic conception in mind, this study was aimed at analyzing how companies were using the sports marketing and how much effects their sponsorship would have on improvement of their images. To this end, consumers' behaviors towards the sponsorship of companies were analyzed.
The conventional methods which are primarily used for measurement of the sports marketing effects seem to be focused on the effects of the simple exposure, on how much the exposure is effective. thus, for this study, a model about components of corporate image and hierarchial effects of communication was developed to be used for a questionnaire survey designed to analyze how the professional football sponsorship affects the company image, what marketing communication components affect the image and what communication effects it has.
To this end, the study points were set as follows ;
【study point 1】What effects have the professional football interest degree had on corporate image?
【study point 2】What professional football sponsorship components affect consumers relatively more?
In order to analyze the subjects' demographic variables, their perception of sports and sports sponsorship and their ordinary interests in professional football, frequencies and percentages were calculated. On the other hand, in order to test the hypotheses, T - test and one- way layout analysis were applied.
Asa result, the following conclusions were drawn ;
Frist, the professional football sponsorship is well recognized by consumes, and thereby, serves to improve the company image in a positive way.
Second, the professional football sponsorship may be effective marketing tool targeting the lowly involved non- sports.
Third, companies' marketing communication through professional football sponsorship has a positive effect on corporate image and consumers' intention of purchase. The more the sponsorship is exposed to TV and other mass media, the effect of marketing communication is higher, affecting company image and consumers' intention of purchase.
Fourth, if a professional football player who can help enhance nation' s image is sponsored, company' s P.R effect is high in and out of the nation.
Fifth, Many football fans are identified with prefer professional player and sponsor company.