A Study of the Effectiveness of Marathon Sponsorship

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A total of R4.8 billion was spent on sports sponsorship in South Africa in 2008, while a remarkable increase in sports sponsorship indicates that research, which deals with studying effectiveness of sports sponsorship, is essential. Moreover, brand extension was considered as a means to assist brand revitalisation and revival, however, in order to render brand extension implementation successful proved another important aspect of this research. Therefore, this research answers the question: can marathon sponsorships help sponsors to achieve effective and successful brand extensions?