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Views on Sports Sponsorship in Singapore
Abstract
Sports sponsorship is growing and this figure is projected to rise exponentially (Belzer, 2013). Hence, the sporting arena has approached a platform where sponsorship has become an intricate pillar in the sports industry (Hoye et al., 2012). Whilst it is widely acknowledged that sponsorship is able to advance the profit margins of sponsors (Boyle, 2001), there is little literature documenting the views of sports sponsorship in Singapore. This chapter seeks to identify the key stakeholders in the local sports sponsorship as well as the acknowledged elements in a successful collaboration. References are made to the local sporting scene based on qualitative feedback collected from relevant personnel and set against common practices worldwide based on the literature review of current papers. A model of how these factors are interlinked is finally proposed.
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