From maecenate to sport sponsorship: At the beginning of the new era of sport sponsoring

Abstract

Sports are part of the continuously expanding entertainment industry all over the world, being one of the areas in the forefront of the society which achieves the most spectacular expansion. Sponsorship (promotion) in general has a specific role within the marketing mix, while maecenate means that the sponsor (patron) does not expect immediate business advantage in exchange of the donation. The establishment of the firm financial background for a proper period of time is one of the essential conditions for sports clubs. In this paper we first present the results of a related Hungarian empirical research, and then we analyze the decisions of a hypothetical business concerning sponsorship and maecenate from the point of view of corporate taxation.