Author(s): Sandeep U and Manoj Kumar

Abstract:
The objective of the study is to analyse “The purpose of the study was to the Sports Sponsorship Trends in Dakshina Kannada district and resulting in sports participation and Performance. In the world of sports virtually everything is for sale, and companies are buying big. The idea of sponsoring a sporting activity is more popular than ever before. These days there isn’t much a company can’t stick its name on for the right price – events, buildings, cars, ice and grass and turf, even people. Total of Eighteen sports clubs/association are selected randomly from the Dakshina Kannada District it includes registered and non-registered clubs were selected randomly as subjects for this study. Just as advertisers address their audiences through commercial messages, sponsors communicate through the activities they sponsor. The idea of sponsorship can be traced back as far as ancient Greece when wealthy citizens supported athletics and arts festivals in order to enhance social standing. The condition of participation in sports has still not improved in India. Since majority of the sports persons are unable to get opportunity and meet the cost of the equipments for the participation, they are looking for some type of encouragement and assistance. Sponsorship has played a major role in the promotion of sports.

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