The Role Of Sponsorship In Development Of Sports In Pakistan

Abstract

This research has quantitative approach. A structured questionnaire was designed sports Sponsorship (Punjab) of Pakistan which was the targeted population. After the pilot testing questionnaire was finalized and filled from the targeted population test was used to analyze the data for mean scores and standard deviations (SD), regression analysis, reliability, normality, percentage and frequency were used to elicit findings. A regression analysis was conducted to explore the relationship between the study variables, Sponsorship in Sports (Means IS), and the Role of Sponsorship in the Development of Sports (RSDS), based on a sample of 100 participants. There was not sufficient sponsorship for sports and games from the different departments of government or the private sector. The recent emergence of sports sponsorship in Pakistan, the study cites examples of contributing companies and suggests government involvement for attracting more sponsors. Findings substantiate the initial hypothesis that sponsorship significantly contributes to sports development, providing financial support, promotional strategies, and positive brand recognition. The research was designed to assess the importance of sports development and growth in Pakistan, emphasizing infrastructure enhancement and effective strategies. Examining global trends, the study underscores sponsorship's role in brand visibility, customer engagement, and competitive advantages. Analyzing dynamics in Pakistan, it showcases successful sponsorships in the PSL, Kabaddi, and Cricket. It establishes a positive association between sponsorship and athlete performance, with incentives and scholarships as motivational factors. This research serves as a compelling testament to the mutually beneficial connection between sponsorships and the direction of sports. It confirms that the future growth of sports in Pakistan is fundamentally linked to the strategic partnerships established with sponsors.