Sport Sponsorship as a Promotional Tool: Special Focus in Albania Business-to-Business (B2B) Perspective

Abstract Purpose of the article The purpose of this article is to determine whether Sport Sponsorship was utilized by some Albanian companies as a promotional tool in their marketing efforts. Since the world included low population with limited goods and products in the past, the marketing and selling of the products were very simple. As the population grew and economies started thriving more diverse products and attractive products and goods were represented with a higher quantity in the global markets. Albania was not an exception to this fact, especially in the fields of business to business marketing. The competition occurred between companies in an attempt to attract more customers for buying goods and services. Strategically located in Europe, an important part of business of sports “sport sponsorship” has become as important part of marketing communication mix for many companies in Albania today. Therefore, the main aim of this paper is to provide better understanding of the use of a sport sponsorship as a communication tool in Albania and the objectives linked with this kind of sponsorship. Methodology/methods This is a qualitative study, although a quantitative method is used. Four companies were analyzed, from different industries, and two of them are supporting local football team, whereas two are/were sponsoring national ones. Initially surveys were distributed to four well-known companies in Albanian market; it was somehow difficult to gather the results of the surveys in terms of “locating the person to communicate with on behalf of the company”. However, this was easily overcome by contacting in advance.Conclusions In conclusion, the overall conclusion of this paper was that, in Albania companies sponsor because of the team’s media appearance and the objectives from a sport sponsorship are to increase sales and make people more aware of their brand and become accustomed to it.