University Research: Economic Impact of Sponsorship on Wimbledon
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This research paper investigates the economic impact of sponsorship on the Wimbledon Tennis Tournament. It explores the positive effects on the UK economy, including increased job opportunities and revenue generation for businesses and the government. The study utilizes secondary research, including media evidence, and employs a thematic analysis focusing on the Wimbledon case. The analysis highlights the considerable positive impact of sports event sponsorship on the economy. The paper also addresses the disadvantages of sponsorship, offering recommendations. The report covers the introduction, literature review, research methodology, data analysis, advantages and disadvantages, and conclusions, providing a comprehensive overview of the subject.

Running head: Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
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Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
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1Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Executive Summary
This research paper pertains to the study of economic impact of sponsorship of organization
on the sports events. The study finds that sports events has huge positive impact on the
economy of the host country. The economy grows when any such sports events occurs. Job
opportunities increase and revenue for both the industries and the government increases too.
However, from the literature review, the answers of the research questions were not found
and thus the research was conducted on the basis of secondary research. The secondary
research was conducted based on the media evidence and thus a thematic analysis was done
in this research. For the secondary research, Wimble Tennis Tournament has been selected
for the research. The study of the case of Wimbledon showed that the impact of the sports
event sponsorship on the economy is considerably positive. However, the analysis showed
that there are few disadvantages of sponsorship of sports events that has been addressed in
the research paper under recommendation section.
Executive Summary
This research paper pertains to the study of economic impact of sponsorship of organization
on the sports events. The study finds that sports events has huge positive impact on the
economy of the host country. The economy grows when any such sports events occurs. Job
opportunities increase and revenue for both the industries and the government increases too.
However, from the literature review, the answers of the research questions were not found
and thus the research was conducted on the basis of secondary research. The secondary
research was conducted based on the media evidence and thus a thematic analysis was done
in this research. For the secondary research, Wimble Tennis Tournament has been selected
for the research. The study of the case of Wimbledon showed that the impact of the sports
event sponsorship on the economy is considerably positive. However, the analysis showed
that there are few disadvantages of sponsorship of sports events that has been addressed in
the research paper under recommendation section.

2Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Table of Contents
Chapter 1: Introduction..............................................................................................................4
1.1 Introduction......................................................................................................................4
1.2 Rationale of the Study......................................................................................................6
1.2.1 Research Aim............................................................................................................6
1.2.2 Research Objectives..................................................................................................6
1.3 Potential Impact on Future Research...............................................................................7
1.4 Research Structure...........................................................................................................7
Chapter 2: Literature Review.....................................................................................................8
2.1 Sponsorship of Sports Events...........................................................................................8
2.2 Sports event in the United Kingdom................................................................................9
2.3 Economic Impact of Sports Tournaments......................................................................11
2.4 Gap in Literature............................................................................................................13
2.6 Research Questions........................................................................................................14
Chapter 3: Research Methodology...........................................................................................16
3.1 Research Overview........................................................................................................16
3.2 Data Collection Method.................................................................................................17
3.3 Data Analysis.................................................................................................................18
3.4 Research Limitations......................................................................................................18
3.5 Ethical Aspects...............................................................................................................19
3.6 Timeline.........................................................................................................................19
Chapter 4: Data Analysis.........................................................................................................20
Table of Contents
Chapter 1: Introduction..............................................................................................................4
1.1 Introduction......................................................................................................................4
1.2 Rationale of the Study......................................................................................................6
1.2.1 Research Aim............................................................................................................6
1.2.2 Research Objectives..................................................................................................6
1.3 Potential Impact on Future Research...............................................................................7
1.4 Research Structure...........................................................................................................7
Chapter 2: Literature Review.....................................................................................................8
2.1 Sponsorship of Sports Events...........................................................................................8
2.2 Sports event in the United Kingdom................................................................................9
2.3 Economic Impact of Sports Tournaments......................................................................11
2.4 Gap in Literature............................................................................................................13
2.6 Research Questions........................................................................................................14
Chapter 3: Research Methodology...........................................................................................16
3.1 Research Overview........................................................................................................16
3.2 Data Collection Method.................................................................................................17
3.3 Data Analysis.................................................................................................................18
3.4 Research Limitations......................................................................................................18
3.5 Ethical Aspects...............................................................................................................19
3.6 Timeline.........................................................................................................................19
Chapter 4: Data Analysis.........................................................................................................20
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3Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
4.1 Introduction....................................................................................................................20
4.2 Data Analysis.................................................................................................................20
Chapter 5: Advantages and Disadvantages..............................................................................26
5.1 Advantages.....................................................................................................................26
5.2 Disadvantages................................................................................................................26
Chapter 6: Recommendation and Conclusion..........................................................................27
6.1 Recommendation............................................................................................................27
6.2 Conclusion......................................................................................................................27
References................................................................................................................................29
4.1 Introduction....................................................................................................................20
4.2 Data Analysis.................................................................................................................20
Chapter 5: Advantages and Disadvantages..............................................................................26
5.1 Advantages.....................................................................................................................26
5.2 Disadvantages................................................................................................................26
Chapter 6: Recommendation and Conclusion..........................................................................27
6.1 Recommendation............................................................................................................27
6.2 Conclusion......................................................................................................................27
References................................................................................................................................29
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4Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Chapter 1: Introduction
1.1 Introduction
Worldwide numerous sports events occur and among those tournaments, some are
very famous and people from all across the world come to watch and experience the
tournaments. Some of the tournaments occur annually and some occurs at few years interval.
Among such sports tournaments most popular ones is Fifa World Cup, Wimbledon Tennis
Tournament, Olympic, UEFA Champions League and Commonwealth Games (Pigman and
Rofe 2014). In this research, the analysis of the impact of sponsorship of Wimbledon Tennis
Tournament is done. Every big sports event affects the business sector hugely as many people
around the globe visit the place of venue and increases the opportunity for the individuals in
the business that supports such tournaments and brand from different sector can connect with
people. Big tournaments are one of the prime target for the brands and companies. It is seen
that all the tournaments are flooded with sponsorships and are good source of speeding
knowledge about products. Sports events cater to electronic, sports, fashions and tourism
market and therefore should have wide impact on the economy.
Selling more product is the ultimate goal of the brands and companies for that they
rely on the biggest tool and is known as advertising because it is proven that it enhance the
market of the brands and attract more customers (Kim and Han 2014). The most important
benefits that a brand or company can fetch from making advertisements are increased sales,
increased brand visibility and more market penetration. Sports tournaments are considered as
one of the effective and beneficial marketing points in which companies are able to target
particular set of audience or consumers and can increase their delivery of the brand messages
to the general consumers by manifolds as the tournament remain in the headlines of the news
for a considerable amount of period. This gives the brands opportunity to improve brand
Chapter 1: Introduction
1.1 Introduction
Worldwide numerous sports events occur and among those tournaments, some are
very famous and people from all across the world come to watch and experience the
tournaments. Some of the tournaments occur annually and some occurs at few years interval.
Among such sports tournaments most popular ones is Fifa World Cup, Wimbledon Tennis
Tournament, Olympic, UEFA Champions League and Commonwealth Games (Pigman and
Rofe 2014). In this research, the analysis of the impact of sponsorship of Wimbledon Tennis
Tournament is done. Every big sports event affects the business sector hugely as many people
around the globe visit the place of venue and increases the opportunity for the individuals in
the business that supports such tournaments and brand from different sector can connect with
people. Big tournaments are one of the prime target for the brands and companies. It is seen
that all the tournaments are flooded with sponsorships and are good source of speeding
knowledge about products. Sports events cater to electronic, sports, fashions and tourism
market and therefore should have wide impact on the economy.
Selling more product is the ultimate goal of the brands and companies for that they
rely on the biggest tool and is known as advertising because it is proven that it enhance the
market of the brands and attract more customers (Kim and Han 2014). The most important
benefits that a brand or company can fetch from making advertisements are increased sales,
increased brand visibility and more market penetration. Sports tournaments are considered as
one of the effective and beneficial marketing points in which companies are able to target
particular set of audience or consumers and can increase their delivery of the brand messages
to the general consumers by manifolds as the tournament remain in the headlines of the news
for a considerable amount of period. This gives the brands opportunity to improve brand

5Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
acceptability and industry competitiveness (Yusuf et al. 2014). Participating in the sports
tournaments and sponsoring different countries provide the brands and companies to learn
about the market and new and existing competitors (Hedman and Henningsson 2015). It is
effective platform to understand the demands of the consumers and thereby improve the
revenue and profit of the companies and provides added opportunity to explore new and
potential markets.
From the assessment of the effectiveness of the sports events and tournaments, brands
and product companies have perceived that targeting these tournaments would fetch more
customers increase and increase sales. As first step towards advertisement and getting free
entry in sports, tournament sponsorship has been recognised as the most effective tool to
target potential customers. The responsible department for sponsorship of product companies
analyse and select tournaments to target specific consumer groups as in different tournaments
different category of audience visits and thus target consumers differs, therefore based on
different products sponsorship tournaments differs (Gupta and Pirsch 2014). Hence, from
traditional marketing the way of marketing through sponsorship proved to be more effective
and thus influence the economy in various ways.
In this research paper, the study is made on the Wimbledon Tennis Tournament; it is
most valued lawn tennis tournament of the world. Tennis enthusiast from all around the
world comes to watch this tournament. It occurs in the city of London in the United Kingdom
and is the oldest lawn tennis grand slam of the world. The venue of the tournament is All
England Lawn Tennis and Croquet Club. In 2018, the total attendance of the Wimbledon
tennis tournament was recorded as 4,73,169 during the entire tournament (Lake 2017).
Therefore, such a huge number of presence creates a large market opportunity for the
product-oriented companies.
acceptability and industry competitiveness (Yusuf et al. 2014). Participating in the sports
tournaments and sponsoring different countries provide the brands and companies to learn
about the market and new and existing competitors (Hedman and Henningsson 2015). It is
effective platform to understand the demands of the consumers and thereby improve the
revenue and profit of the companies and provides added opportunity to explore new and
potential markets.
From the assessment of the effectiveness of the sports events and tournaments, brands
and product companies have perceived that targeting these tournaments would fetch more
customers increase and increase sales. As first step towards advertisement and getting free
entry in sports, tournament sponsorship has been recognised as the most effective tool to
target potential customers. The responsible department for sponsorship of product companies
analyse and select tournaments to target specific consumer groups as in different tournaments
different category of audience visits and thus target consumers differs, therefore based on
different products sponsorship tournaments differs (Gupta and Pirsch 2014). Hence, from
traditional marketing the way of marketing through sponsorship proved to be more effective
and thus influence the economy in various ways.
In this research paper, the study is made on the Wimbledon Tennis Tournament; it is
most valued lawn tennis tournament of the world. Tennis enthusiast from all around the
world comes to watch this tournament. It occurs in the city of London in the United Kingdom
and is the oldest lawn tennis grand slam of the world. The venue of the tournament is All
England Lawn Tennis and Croquet Club. In 2018, the total attendance of the Wimbledon
tennis tournament was recorded as 4,73,169 during the entire tournament (Lake 2017).
Therefore, such a huge number of presence creates a large market opportunity for the
product-oriented companies.
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6Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
1.2 Rationale of the Study
1.2.1 Research Aim
The aim of the study is to analyse the impact of the sponsorship on the organization of
the sports tournament of the lawn tennis grand slam Wimbledon in the United Kingdom. The
investment in the sponsorship in sports tournaments dynamically influences the economy and
helps to increase the cash flow and thereby circulation of the money. In big events like
Wimbledon, many service providers are contracted for performing various tasks in the sports
tournament. Thus, growth of employment also occurs due the occurrence of big sports events
(Brenner et al. 2018). More employment and increased consumption also increases the
income opportunities for the people directly, directly or inducedly associated with the
Wimbledon tournament. However, in the case of big sports events like Wimbledon it is
difficult to assess the entire economic effect of the sponsorship of the organization (West
2017). Role of sponsorship is quite important to formulate policies regarding execution of
sports events like Wimbledon Tennis Tournament. The companies can also get in depth idea
of the business and thereby the companies willing to sponsor can plan the execution of the
sponsorship such that objectives and goals of the organization.
1.2.2 Research Objectives
The research study is prepared on the objective stated below:
1. Identification of nature and degree of sponsorship made by the organizations in the
Wimbledon Tennis Tournament in London
2. Identification of specific impacts of the sponsorship related activities done by the
organizations of Wimbledon Tennis Tournament in London
3. Identification of degree of impact on the visitors, attendants and audience of the sports
event Wimbledon Tennis Tournament
1.2 Rationale of the Study
1.2.1 Research Aim
The aim of the study is to analyse the impact of the sponsorship on the organization of
the sports tournament of the lawn tennis grand slam Wimbledon in the United Kingdom. The
investment in the sponsorship in sports tournaments dynamically influences the economy and
helps to increase the cash flow and thereby circulation of the money. In big events like
Wimbledon, many service providers are contracted for performing various tasks in the sports
tournament. Thus, growth of employment also occurs due the occurrence of big sports events
(Brenner et al. 2018). More employment and increased consumption also increases the
income opportunities for the people directly, directly or inducedly associated with the
Wimbledon tournament. However, in the case of big sports events like Wimbledon it is
difficult to assess the entire economic effect of the sponsorship of the organization (West
2017). Role of sponsorship is quite important to formulate policies regarding execution of
sports events like Wimbledon Tennis Tournament. The companies can also get in depth idea
of the business and thereby the companies willing to sponsor can plan the execution of the
sponsorship such that objectives and goals of the organization.
1.2.2 Research Objectives
The research study is prepared on the objective stated below:
1. Identification of nature and degree of sponsorship made by the organizations in the
Wimbledon Tennis Tournament in London
2. Identification of specific impacts of the sponsorship related activities done by the
organizations of Wimbledon Tennis Tournament in London
3. Identification of degree of impact on the visitors, attendants and audience of the sports
event Wimbledon Tennis Tournament
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7Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
1.3 Potential Impact on Future Research
The occurrence of sports events are increasing with every passing year. Some sports
events added up in the list every year. Thus, the sports events and tournaments are becoming
important activity for economic boost and with the improvement of technology; the business
houses and brands have identified these events to promote their products, as these events are
the good opportunity to gather potential customers and clients (Venkatesan 2017). This
research paper will study the area deeply to find the possible improvement in the all over
adaptability of the sponsorship in the future events and the corporate would be inspired to
invest more in the same kind of shows to cater to the target market (Weinstein 2014). The
research paper finds and provides the relevant information that cab used for future research
on the advantages of sponsoring similar sports events and tournaments and their economic
influence.
1.3 Potential Impact on Future Research
The occurrence of sports events are increasing with every passing year. Some sports
events added up in the list every year. Thus, the sports events and tournaments are becoming
important activity for economic boost and with the improvement of technology; the business
houses and brands have identified these events to promote their products, as these events are
the good opportunity to gather potential customers and clients (Venkatesan 2017). This
research paper will study the area deeply to find the possible improvement in the all over
adaptability of the sponsorship in the future events and the corporate would be inspired to
invest more in the same kind of shows to cater to the target market (Weinstein 2014). The
research paper finds and provides the relevant information that cab used for future research
on the advantages of sponsoring similar sports events and tournaments and their economic
influence.

8Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Chapter 2: Literature Review
2.1 Sponsorship of Sports Events
The brands and big companies that are associated with product sales mostly target big
events that gather large mass for sponsorship purpose. The objective of the organizations is to
return something to the society and by investing in corporate sponsorship; the organizations
satisfy their objective and simultaneously builds brand reputation and advertisement for
product (Hur, Kim and Woo 2014). It is has been perceived by the companies that making
sponsorships in the big events like sports tournaments is a good opportunity for marketing as
the target consumers as it increases the reach of the companies and provide greater exposure
of brand and knowledge about the products to the potential customers (Grohs and Reisinger
2014). The audience who visit in the sports tournaments are mostly emotionally attached to
the sports and prefer to use brands that are associated with sports stars. Sponsorship is thus
believed to be communicative, emotional and relevant and in this manner the possibility for
the brands to increase its brand recognition in comparison to traditional marketing is much
more and effective.
It is found in a study that sponsorship does not inly increases visibility of a brand but
also can help a company in various ways to increase profitability and apart from that
generates opportunities for the management in receiving first hand feedback from the
customers (Mathuva 2015). The image of the brands thus improves by doing sponsorship and
it provides good and effective platforms to the companies to communicate with the
consumers and gather direct information regarding their expectation from the brand and its
products. Therefore, it can be said that sponsorship opens up the path for the business where
it participate more actively and more ably can understand the requirements of the customers
and thereby would develop strategies and tactics to satisfy the requirements.
Chapter 2: Literature Review
2.1 Sponsorship of Sports Events
The brands and big companies that are associated with product sales mostly target big
events that gather large mass for sponsorship purpose. The objective of the organizations is to
return something to the society and by investing in corporate sponsorship; the organizations
satisfy their objective and simultaneously builds brand reputation and advertisement for
product (Hur, Kim and Woo 2014). It is has been perceived by the companies that making
sponsorships in the big events like sports tournaments is a good opportunity for marketing as
the target consumers as it increases the reach of the companies and provide greater exposure
of brand and knowledge about the products to the potential customers (Grohs and Reisinger
2014). The audience who visit in the sports tournaments are mostly emotionally attached to
the sports and prefer to use brands that are associated with sports stars. Sponsorship is thus
believed to be communicative, emotional and relevant and in this manner the possibility for
the brands to increase its brand recognition in comparison to traditional marketing is much
more and effective.
It is found in a study that sponsorship does not inly increases visibility of a brand but
also can help a company in various ways to increase profitability and apart from that
generates opportunities for the management in receiving first hand feedback from the
customers (Mathuva 2015). The image of the brands thus improves by doing sponsorship and
it provides good and effective platforms to the companies to communicate with the
consumers and gather direct information regarding their expectation from the brand and its
products. Therefore, it can be said that sponsorship opens up the path for the business where
it participate more actively and more ably can understand the requirements of the customers
and thereby would develop strategies and tactics to satisfy the requirements.
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9Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
It is being identified that the sports tournaments are high-value events that provides
brand exclusive communicative advantage to prospective customers of the product that the
company sells (Shyliaeva 2018). The tournaments are organised depending on different
features considering the offered value and the characteristics of the tournament. There are
different kinds of tickets available for tournaments that range from regular to premium and
the price of the tickets increase correspondingly. However, tickets of different tournaments
are different, such as for tickets for football tournaments are cheaper than lawn tennis. The
brands that sponsor these tournaments fetch considerable amount of benefits by participating
in them. It should be considered that the amount of traffic these tournaments attract could
potentially benefit the businesses as by participating in these the companies can increase the
conversion rate. By participating in sports tournaments brands can gain provision of
convincing the customers about the utility that cab e derived by using their products and re
able to deliver targeted messages to the customers.
2.2 Sports event in the United Kingdom
The Wimbledon Tennis Tournament is the biggest, oldest and most awaited lawn
tennis grand slam in the world. To participate or attend the tournament people from all
around the world have the option to book tickets online to watch match of their favourites
(Wagner 2015). Apart from watching match the audience have the opportunity to visit
different tourist spots in, shops, exclusive stores, Wimbledon museums, nearby trade fairs,
markets, exclusive fashion stores and exclusive restaurants and these provide the companies
the opportunity of attracting the customers from different parts of the world (Reiley 015).
According to a report by BBC, it is found that in the United Kingdom several sports
event occur every year. Among them, the football tournaments are the ones that attract
highest number of visitors. During these sports, events it is observed that number of external
visitors increase by manifolds and the companies that operate in the country make more
It is being identified that the sports tournaments are high-value events that provides
brand exclusive communicative advantage to prospective customers of the product that the
company sells (Shyliaeva 2018). The tournaments are organised depending on different
features considering the offered value and the characteristics of the tournament. There are
different kinds of tickets available for tournaments that range from regular to premium and
the price of the tickets increase correspondingly. However, tickets of different tournaments
are different, such as for tickets for football tournaments are cheaper than lawn tennis. The
brands that sponsor these tournaments fetch considerable amount of benefits by participating
in them. It should be considered that the amount of traffic these tournaments attract could
potentially benefit the businesses as by participating in these the companies can increase the
conversion rate. By participating in sports tournaments brands can gain provision of
convincing the customers about the utility that cab e derived by using their products and re
able to deliver targeted messages to the customers.
2.2 Sports event in the United Kingdom
The Wimbledon Tennis Tournament is the biggest, oldest and most awaited lawn
tennis grand slam in the world. To participate or attend the tournament people from all
around the world have the option to book tickets online to watch match of their favourites
(Wagner 2015). Apart from watching match the audience have the opportunity to visit
different tourist spots in, shops, exclusive stores, Wimbledon museums, nearby trade fairs,
markets, exclusive fashion stores and exclusive restaurants and these provide the companies
the opportunity of attracting the customers from different parts of the world (Reiley 015).
According to a report by BBC, it is found that in the United Kingdom several sports
event occur every year. Among them, the football tournaments are the ones that attract
highest number of visitors. During these sports, events it is observed that number of external
visitors increase by manifolds and the companies that operate in the country make more
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10Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
revenues. Around 70 million visitors come to the United Kingdom every year to attend
various sports event. Of the top ten sports tournament all are the multiday sports affairs and
among them, there are Wimbledon Tennis Tournament and British Grand Prix. In 2015,
Rugby final was hosted in the United Kingdom and during that tournament, the number of
visitors that came to watch the tournament had been estimated as 5 million (Wise 2017).
Therefore, huge investment and large number of visitors create huge market and provide
opportunity to the business earn more revenue than the regular days.
English Premier League is one of the biggest football tournament in the World and it
takes place in the United Kingdom. A study on the tournament shows that it impacts the
economy of the United Kingdom significantly. In the study, an estimation is made on the
value added to the economy by the tournament. Ernst & Young conducted the study and it is
found that in the season of 2016-17, the English Premier League generated £3.3 billion tax
revenue for the economy of the United Kingdom (Ey.com 2019). The percentage increase in
tax calculation has been estimated as 50% (Cleland 2017). The amount of tax collected as
VAT paid by the players equals £1.1 billion and on the other hand, the VAT paid by the clubs
equals £1.2 billion. Apart from that, the English Premier League supported the 100,000 jobs,
and among that indirect employees are 52000 and induced are 35000 and the remaining
amount of the employees are direct employees. In every season, average number of ticket
holders are 520,000 and in the United Kingdom 43 million people watches the football
tournament on television. Globally, one billion people have the access to the tournament
coverage (Shank and Lyberger 2014). During the season of the tournament, 686,000 visitors
come in the United Kingdom for watching the matches of the tournament and all the visitors
are from all around the globe. The gross value added to the economy during the occurrence of
the tournament is equivalent to £7.6 billion. Important facts of the tournament regarding
monetary benefits such as revenues from commercials sums up to £ 1.5 billion, amount of
revenues. Around 70 million visitors come to the United Kingdom every year to attend
various sports event. Of the top ten sports tournament all are the multiday sports affairs and
among them, there are Wimbledon Tennis Tournament and British Grand Prix. In 2015,
Rugby final was hosted in the United Kingdom and during that tournament, the number of
visitors that came to watch the tournament had been estimated as 5 million (Wise 2017).
Therefore, huge investment and large number of visitors create huge market and provide
opportunity to the business earn more revenue than the regular days.
English Premier League is one of the biggest football tournament in the World and it
takes place in the United Kingdom. A study on the tournament shows that it impacts the
economy of the United Kingdom significantly. In the study, an estimation is made on the
value added to the economy by the tournament. Ernst & Young conducted the study and it is
found that in the season of 2016-17, the English Premier League generated £3.3 billion tax
revenue for the economy of the United Kingdom (Ey.com 2019). The percentage increase in
tax calculation has been estimated as 50% (Cleland 2017). The amount of tax collected as
VAT paid by the players equals £1.1 billion and on the other hand, the VAT paid by the clubs
equals £1.2 billion. Apart from that, the English Premier League supported the 100,000 jobs,
and among that indirect employees are 52000 and induced are 35000 and the remaining
amount of the employees are direct employees. In every season, average number of ticket
holders are 520,000 and in the United Kingdom 43 million people watches the football
tournament on television. Globally, one billion people have the access to the tournament
coverage (Shank and Lyberger 2014). During the season of the tournament, 686,000 visitors
come in the United Kingdom for watching the matches of the tournament and all the visitors
are from all around the globe. The gross value added to the economy during the occurrence of
the tournament is equivalent to £7.6 billion. Important facts of the tournament regarding
monetary benefits such as revenues from commercials sums up to £ 1.5 billion, amount of

11Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
money spent in the league supply chains is £1.7 billion, revenues from broadcast amounts to
£2.8 billion, revenue generated per match day is £614 million and the amount spent by
international visitors is equivalent to £555 million (Bachleda, Fakhar and Elouazzani 2016)..
From the above data, regarding the tournament it can be said that English Premier League
generates a huge impact on the economy of the United Kingdom (Elliot 2016). The amount of
visitors the tournament attracts is huge and thus it is beneficial for the companies to sponsor
the tournament and the clubs such that it can be communicate with the potential customers
and thereby increase the brand presence and penetration in the market (Steven and Britto
2016). With increased amount of brand visibility and communication, the profitability of the
companies will increase and therefore sponsorship in the sports event like the English
Premier League is very much rewarding for the companies. It provides opportunity to the
companies to connect with the customers from around the world and thereby it can deliver it
brand message to the target customers and thus customer loyalty increases and with better
feedback process the brand value and goodwill of the companies increase. Therefore, the
sports tournaments are quite significant for the sponsorship of the companies.
2.3 Economic Impact of Sports Tournaments
Maennig (2017) has pointed out that the sports events have huge impacts on the
economy of the country that hosts it. For evidence, it is shown that the Fifa World Cup 2014,
which was hosted by Brazil, brought $ 112.79 billion to the economy of the country,
considering all the direct, indirect and induced effect on market that was generated by the
tournament. Due to the tournament and its induced effect 3.63 million jobs generated in
Brazil. Brazil also spent $22.46 billion in development of its infrastructure. Again, in the case
of Fifa World Cup 2010, which was hosted by South Africa generated an economic benefit
worth R21.3 billion (2010 prices) for the country. Around 230,000 tourists from the foreign
countries visited the country. That year the Gross Domestic Product (GDP) of South Africa
money spent in the league supply chains is £1.7 billion, revenues from broadcast amounts to
£2.8 billion, revenue generated per match day is £614 million and the amount spent by
international visitors is equivalent to £555 million (Bachleda, Fakhar and Elouazzani 2016)..
From the above data, regarding the tournament it can be said that English Premier League
generates a huge impact on the economy of the United Kingdom (Elliot 2016). The amount of
visitors the tournament attracts is huge and thus it is beneficial for the companies to sponsor
the tournament and the clubs such that it can be communicate with the potential customers
and thereby increase the brand presence and penetration in the market (Steven and Britto
2016). With increased amount of brand visibility and communication, the profitability of the
companies will increase and therefore sponsorship in the sports event like the English
Premier League is very much rewarding for the companies. It provides opportunity to the
companies to connect with the customers from around the world and thereby it can deliver it
brand message to the target customers and thus customer loyalty increases and with better
feedback process the brand value and goodwill of the companies increase. Therefore, the
sports tournaments are quite significant for the sponsorship of the companies.
2.3 Economic Impact of Sports Tournaments
Maennig (2017) has pointed out that the sports events have huge impacts on the
economy of the country that hosts it. For evidence, it is shown that the Fifa World Cup 2014,
which was hosted by Brazil, brought $ 112.79 billion to the economy of the country,
considering all the direct, indirect and induced effect on market that was generated by the
tournament. Due to the tournament and its induced effect 3.63 million jobs generated in
Brazil. Brazil also spent $22.46 billion in development of its infrastructure. Again, in the case
of Fifa World Cup 2010, which was hosted by South Africa generated an economic benefit
worth R21.3 billion (2010 prices) for the country. Around 230,000 tourists from the foreign
countries visited the country. That year the Gross Domestic Product (GDP) of South Africa
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