Corporate sponsorship and intention to sponsor sporting events in Malaysia - Theory and Practice in Hospitality and Tourism Research - page 112

that not all companies share the same objectives or
have constant sponsorship objectives. Therefore,
the sponsorship selection criteria will be based on
the most important objective that gives the best
interest to the company. Less similarity between
the organizers and potentials sponsors will some-
how lessen the opportunity to receive sponsorship
deals. Based on previous studies, most findings
listed the three objectives discussed earlier as
important objectives for a company in doing spon-
sorship. They were likely to sponsor sports events
if the events fit its company's corporate objectives;
hence event or sports organizers should take the
opportunity to gain better understanding on its
potential sponsors objectives before going into any
sponsorship activities which eventually identify the
relative importance of various issues and objec-
tives in determining sponsorship participation of
corporate organizations. Thus, this study should
be valuable to sports event organizers, corporate
sponsors and as well as towards the development
of sports tourism in Malaysia respectively.

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ACKNOWLEDGEMENTS

This research is funded by Universiti Teknologi
MARA through Research Faculty Grant 600-
RMI/RAGS 5/3 (138/2013).

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