The economic feasibility of corporate sponsorship of sports clubs in the Republic of Yemen

Abstract

This research aimed to develop a proposed model for conducting economic feasibility studies of sponsorship contracts offered by investment companies to sports clubs. The researchers employed a descriptive survey methodology, deemed suitable for the nature of the research and its objectives. The research population comprised administrators from 120 sports clubs across 18 administrative regions in the Republic of Yemen. The primary research sample consisted of 87 individuals selected from the various categories within this population, including 12 board members, 8 marketing managers, and 67 marketing administrators. The findings revealed the following: - Limited information available to club marketing officials for informed sponsorship decisions. - Inability of clubs to leverage player presence through media exposure to bolster sponsorship deals. - Interference by the General Presidency for Youth Welfare, the governmental administrative body overseeing sports clubs, in sponsorship contracts. In light of the findings of this study, the researchers propose the following recommendations: - Utilize the researchers' findings when conducting feasibility studies on sports sponsorship contracts with sports clubs in the Republic of Yemen. - Ensure a unified vision for sponsorship between the sponsoring company and the sports club before implementing the sponsorship program. - Enact legislation and laws specific to sports sponsorship that guarantee the rights of the sponsor, the club, and all other parties to the sponsorship contract.