Before the findings of the study are presented, it is imperative that key definitions used in this chapter be defined. These terms have been discussed in detail in the theory chapters of the study. The definitions are divided into three main categories: general research terms, segments of sports consumers and types of Springbok sponsors.
AN EXPLORATORY STUDY ON THE INFLUENCE OF BRANDS’ SPONSORSHIP ON THE SOUTH AFRICAN NATIONAL RUGBY TEAM AND THE CONSUMERS’ DECISION TO
PURCHASE THE SPONSOR BRANDS IN TSHWANE
6.2.1 General research terms
In the marketing research process, a study can take on a qualitative or a quantitative approach. In each approach key terms or jargon words are used consistently to denote meaning to certain aspects within the specific approach. For the purpose of this study, a qualitative research approach was utilised and the key terms associated with qualitative research used in this chapter include the following:
6.2.1.1 Focus group interviews
A focus group interview is regarded as an interview with a small group of individuals where the conversation is guided by a facilitator in a non-structured way (Malhotra, 2012:184).
Focus groups are utilised in order to gather information from a small group of participants, usually consisting of six to ten participants (Wiid & Diggines, 2013:90). The group setting is viewed as an environment in which the respondents are free to express their true feelings regarding the given topic. For the purpose of this study, two focus groups were conducted in order to obtain primary data.
6.2.1.2 Naïve sketches
Naïve sketches are best described as an assortment of open-ended questions or statements provided to participants and the respondents are given the freedom to complete these questions in writing. According to Giorgi (1985, in Visagie, 2009:59), naïve sketches were developed in a phenomenological orientation and can be described as an open description given by participants in the format of an essay, or short story or notes.
6.2.1.3 Code
A code in qualitative research is regarded as a word or a short phrase that symbolically allocates a cumulative, relevant, core seizing and/or suggestive characteristic for a portion of language-based data (Saldana, 2009: 3).
6.2.1.4 Themes
Themes refer to searching for and identifying common ideas that spread through a set of interviews. The identified ideas are referred to as themes and are generally fairly abstract.
Often, these themes are thoughts indicated by the information gathered rather than
concrete concepts directly labelled by the participants of the study (DeSantis & Ugarriza, 2000:354).
6.2.1.5 Transferability
Transferability refers to the extent to which the findings of the study can be transferred to other circumstances or situations (Klenke, 2008:38).
6.2.1.6 Confirmability
Confirmability refers to the extent to which the findings can be substantiated or confirmed by others.
6.2.1.7 Leveraging
Leveraging refers to getting the maximum benefit and advantage from the sponsorship through careful integration with other marketing activities (Smith, 2008:205).
6.2.1.8 Attitude
In the secondary objectives of the study, the attitudes that sports consumers in Tshwane have towards the sponsors as a result of the sponsorship are explored. The term ‘attitude’
in this context refers to the propensity to react positively or negatively concerning a particular notion (Business Dictionary, 2016). Elements or components of attitude are affective (emotions or feelings), cognitive (belief or opinions held consciously) and conative (inclination for action) (Business Dictionary, 2016).
The next category of definitions can be regarded as the segments of sports consumers in terms of this study. Within the sports environment, the target audience is referred to as sports consumers because they consume the sport by either watching the sport on television or in the stadium arenas, or they consume the sport by participating in it. Each sports consumer is therefore motivated by different factors to consume the sport. This motivation assists sports marketers in determining the segments of sports consumers. The types of consumers within the sports environment are discussed in detail in section 4.2.2 of Chapter 4, but a brief definition of each segment is provided again below.
6.2.2 Segments of sports consumers
6.2.2.1 Players
Players are consumers who consume the sport by participating in that particular sport.
Although they may be participants in the sport, they also consume the sport by becoming spectators of it (Fullerton, 2007:286).
6.2.2.2 Patriots
Patriots are individuals who are highly involved in the sport and their favourite team.
Patriots consider the performance of the team to be important and cherish the team’s victorious moments (Fullerton, 2007:286).
6.2.2.3 Appreciators
Appreciators are individuals who admire and appreciate the skill, hard work and the achievements of the participants (Fullerton, 2007:286). Their motivation for attending sporting events lies in the opportunity to witness the participants’ excellence and skills.
6.2.2.4 Socialites
Socialites are individuals who consume the sport purely to interact with friends and enjoy the social experience that comes with attending sporting events. These individuals may not particularly have vast knowledge regarding the general rules and regulations of the particular sport; however, the social aspect is sufficient motivation to attend the sporting event (Fullerton, 2007:286).
6.2.2.5 Friends
Friends are individuals who do possess a rudimentary understanding of the sport but are not as involved. The primary motivation for attending the sporting event is to offer support to their friends and family members participating in the sport (Fullerton, 2007:286).
6.2.2.6 Voyeurs
Voyeurs are motivated to consume the sport not because of the sport per se, but are motivated rather by the attractiveness of the players on the team (Fullerton, 2007:286).
The last category of definitions that will be discussed is the types of Springbok sponsors, as discussed in Chapter 3.
6.2.3 Types of Springbok sponsors
Sponsorship agreements are subject to certain terms and conditions. These terms may include exclusivity rights that a company acquires from the sponsorship. The Springbok sponsorship is no different. According to SARU (2015b), categories of Springbok sponsors are referred to as main sponsors, associate sponsors, official suppliers, tournament sponsors and tournament associate sponsors. A clear description of the companies that sponsor the Springboks is provided in Appendix C of this dissertation.
As previously mentioned, Absa was a main sponsor of the Springboks. The sponsorship was effective from July 2011 to December 2015, but Absa decided not to renew their sponsorship of the Springboks (Sport24, 2010). During the time the study was conducted, Absa was still a sponsor and therefore their logo appeared in the data collection instrument.
6.2.3.1 Main sponsors
The main sponsors of the Springboks are the primary sponsors of the Springboks. These sponsors possess the right to display their brand logos on the team’s apparel. For example, Absa and Asics have their brand logos displayed on the team’s playing jersey and BMW has their brand logo on the team’s playing shorts (SARU, 2015b).
6.2.3.2 Associate sponsors
Associate sponsors are companies that, although do not have naming rights, have the right to be associated with the Springboks (SARU, 2015b). Associate sponsors to the Springboks include Vodacom, Energade, Shield, Tsogo Sun, Castle and Samsung. These companies may seek to sponsor the Springboks for a number of reasons. According to MegaPro (2012b), Samsung communicated that they share the same vision as SARU, which entails providing the consumer with an exciting experience with the brand. For this reason, Samsung believed SARU to be a perfect sponsorship fit.
6.2.3.3 Official suppliers
Official suppliers are organisations that supply the sporting organisation with technical products or services needed for the team (Tassiopoulos, 2010:282). For example, Gilbert is the official ball supplier for SARU. This means that only Gilbert balls are used at Springbok matches.
6.2.3.4 Tournament sponsors
In the theory chapters in this dissertation, the teams that are managed under the SARU umbrella were discussed. These teams participate in various tournaments. Tournament sponsors are those organisations that sponsor these various tournaments, which may include provincial, national or international tournaments. Super Rugby, as indicated in detail in the theory chapters, is one of the biggest international rugby competitions in which provincial teams such as the Bulls and the Sharks participate. This competition is sponsored by Vodacom in the South African context. This means that in South Africa, the Super Rugby competition is referred to as the Vodacom Super Rugby tournament.
6.2.3.5 Tournament associate sponsors
Tournament associate sponsors are similar to tournament sponsors. The only difference between them is related to the rights secured by the sponsors. The tournament sponsors may possess the naming rights to the tournaments; however, the tournament associate sponsors may still include their branding at the respective tournaments.
Thus far the definitions of key terms that have been used in this chapter have been provided. The discussion will now focus on the process followed in the analysis of the data collected.