Sponsorship as a Part of Public Relationships in Sport

Over the past decades, corporate sponsorship has evolved into an applicable tool of marketing communication mix. In particular, the industry of sport sponsoring has expanded dramatically. The purpose of the present study is to analyze the peculiarities of employing sponsorship in sport as a tool of PR. In order to scrutinize the marketing effects from sponsorship activities and to set the foundation for the future theoretical and empirical research a case study of Basketball Association of Nizhny Novgorod – the most influential basketball club in the city – will be conducted. The case study will be carried out by obtaining the information through implementing in-depth interview with the management of the Basketball Association and the management of companies- sponsors. After conducting the empirical part of the research, it is assumed that the collected data will allow to conclude, that sponsoring of Basketball Association of Nizhny Novgorod provides its sponsors with developed relationships with the community. The obtained information makes it possible to assess the expediency of sponsorship.