Development of the Sponsorship Process for the Sport Associations of Thailand

Abstract

This research is aimed to study the current situation of the Sport Association’ sponsorship
process and the methods of its development using Qualitative methods. The methods are
consisting three steps; 1) Study the current situation of the Sport Association of Thailand’s
sponsorship process by in-depth interview with 10 executives. 2) Study the method of
development in finding sponsors using Delphi technique with 21 experts 3) Confirm the method
attracting sponsors using Focus Group method with 11 executives. The findings reveal that 1)
The current situation of the Sport Association’ sponsorship process is not totally ideal since its
administration still relies on bureaucracy 2) There are 4 steps of development to attract sponsors for the Sport Association of Thailand; (1) Specify objectives and qualification (2) Identify the target group matching the products (3) Administrate (4) Conclude and evaluate. All can be extended as Brand Management, Product Identification (sports), Brand Awareness, Product Development, Sport Public Relation, Identifying the Sponsor Target Market, Matching Product and Sponsor, Selling the Product, Good Governance, Privilege, Good Governance for Privilege, Evaluation and Monitor, and Servicing the Partnership.
The suggestion is the government should issue a policy supporting strategies to find sponsors
for the Association. The Sports Authority of Thailand should have definition in the program to
develop and provide more privilege.