Author(s): Dr. Vivek Chaudhary, Dr. Bharati Vats, Dr. Kusum Lata

Abstract:
The purpose of the study was to test whether the Sports event sponsorships enhances the brand promotion in relation with Commonwealth Games Delhi2010. A total 2000 subjects were selected for the purpose of the study. The sample were selected from various areas which were directly and indirectly related to the conduct of the Commonwealth Games Delhi2010 for e.g. all stakeholders and partners, Governmental Publications, Athletes, representatives from the 17 Sports Federation of India etc. Non-availability of standard questionnaire on Commonwealth Games Delhi2010 had opted to construct a questionnaire by keeping in view the research criteria availability, suitability, reliability and validity. The responses of all the questions were ‘Excellent’, ‘Good’, ‘Average’, ‘Poor’ and ‘Very Poor’. The responses of the questionnaire were analyzed by using Chi-Square on the basis of Likert’s scale. For the testing significance of response given by the respondents the level of significance chosen was 0.05. It was concluded that the image, reliability and productivity of export and import of Indian and International brands developed the exact benefits of collective sponsorship in India in relation with Commonwealth Games Delhi2010.

Pages: 211-213  |  1598 Views  105 Downloads

Download Full Article: Click Here