Sport marketing in Cyprus - the dynamics of the sport sponsorship context: emergence, development and management practices in the football industry

摘要: This thesis investigates the underlying mechanisms and processes that shape sport sponsorship in Cyprus. A systematic review of international literature (1980-2009) is undertaken used as guide for qualitative empirical study concentrating on football activity Cyprus a developing market. The reveals management structures, practices, tendencies, models adopted at range national settings, discloses contrasts exist different contexts. findings highlight practices employed by sponsors, such their motives, decision-making activation leveraging initiatives, objectives, evaluation processes. With regard to investigation, viewed interpreted within broader social cultural context which it takes place. analysis informed critical realism paradigm, so causal structures shaping (or influencing) are identified discussed. Specifically, study, focused top division professional league, revealed existence continuum involving four significantly approaches, ranging from purely philanthropic heavily rational commercial. Interestingly, interdependence global local sponsorship-related suggesting arrangements this specific marked culturally glocalisation. Such appeared be vividly expressed projects Cyprus, involved an amalgamation several factors strong prevalence localism, nationalism, political clientelism, reliance personal relations. Community pressures seemed have central role related decision-making, whilst also influenced structure sponsors industry, organisational corporate culture, well specificity market More specifically, competitive imbalance politicisation football, level competition particular centrality authority control (both cultural), additional impact