Marathon sponsorship as an enabler of brand extension : an exploratory study

Abstract

Brand extension is considered as a strategy to enhance an organisation’s brand assets. Therefore, with a total of R4.8 billion spent on sports sponsorship in South Africa in 2008, the research considered whether marathon sponsorship can enable brand extensions. The study involved the use of self-administered questionnaires administered among 122 athletes who participated in a full marathon in the Cape Peninsula, South Africa, during March 2010 and used by default a convenience sampling technique, hence the exploratory nature thereof. Findings, among others, suggest that respondents will purchase a new product addition of the brand, which sponsored the marathon. The findings should complement marketing practitioners’ strategies, especially brand extension strategy, through marathon sponsorship.