국내 요트대회 후원기업의 스포츠스폰서십 효과

Evaluating sponsorship activities at yacht race events has become critical to activating domestic yacht industry based on determining sponsorship effectiveness and maximizing the relationships among yacht race participants, organizations and their corporate partners. The purpose of this study was to evaluate the sponsorship of a yacht race event by analyzing the effects of the constructs of perceptions and purchase intentions toward the sponsor. Survey data were collected from 184 participants(53 elite, 46 semi-elite, and 85 recreational participants) at a yacht race event in 2015. For accomplishing the purpose of study, descriptive, frequency, correlation, oneway ANOVA, and multiple regression analyses were performed using SPSS version 21.0. The study results were as follows: Firstly, the participants’ levels of brand awareness and purchase intentions were statistically different based on their ages. Secondly, the participants’ levels of brand awareness were statistically different based on their participants’ athletic classifications, starting ages for their yacht races, race experiences, and entry frequencies for yacht race events. Fourthly, the participants’ perception levels for the importance of yacht race events and the personal preferences had the most impact on the sponsor images, and the personal preferences had the only impact on the corporate brand equities. Based on the results of this study, the recommendations for the activation for the domestic yacht race events, yacht industry, and sponsorship for yacht race events were as follows: Firstly, the yacht teams those are named after their provinces, cities, or counties should be launched for deriving enthusiastic supports of local communities. Secondly, the yacht related organizations should devote themselves to finding the young participants for yacht races, training them in the yacht super stars, and activating the sponsorships for those super stars. Finally, the yacht race events should be proactively exposed to the various mass media at a national level.