The attitudes and beliefs of the sponsors of the Sydney 2000 Olympic games towards managing their sponsorship investments?

Considering current literature and a survey of the major sponsors of the Sydney 2000 Olympic Games, this paper examines the attitudes of the Sydney 2000 Olympic Games sponsors and how they influence the management and marketing decisions for sponsorship strategies. The results of a study of sponsors are presented and some comparisons are made with current literature.
The attitudes and beliefs reflected in this study highlight some key issues. The strategic benefits of sponsorship need to be better understood by academics and practitioners. More structured approaches are required in the management and implementation of the sponsorship. In this way, we can develop decision making skills as we have for other marketing decisions such as in the promotional areas. In addition, the way sponsorship is integrated within the
marketing strategy, and the methods of evaluating the costs and benefits need attention, so managers can make better use of their sponsorship investments. In turn, this can improve the commitment by managers, reduce controversy and conflict, and assist in integrating sponsorship into the overall marketing mix.