ABSTRACT

According to the 2002 Korea/Japan FIFA World Cup and along to the folling prizes from Choi Kyung-Ju and Park Seri at the each PGA/LPGA golf tour, we can see huse increase of national sports market industry. Nowadays, application of sports sponsorship business has rised to international companies including national ones as a new sort of marketing skills although tough competition situation caused by smart buyers makes it as one of the most important point.

Especially, importance of sports marketing from oversease and the status of Korea which facing the 2002 Korea/Japan FIFA World Cup right to the face, it will bring many changes depends on how to use sports sponsorship effectival than others.

At this point of view, sports sponsorship has rised as a strategics of companies' marketing communication. However, there is few R&D(Research and Development)work on sports marketing in Korea. Also, studies about the view of marketing communication and the effection of sports sponsorship is even worse.

Now, it's only a few days before 2002 Korea/Japan FIFA World Cup which the world largest festival and it's forming a masive marketing industry so, the world is focusing to it. By the way, main companies try to strenthening their brand/company image and to magnify product image. Also, they will think as a oppotunity to reconform about sports sponsorship.

On this research treaties, would care about theoretical consideration and study on sports sponsorship also nation/international companies' marketing/public work manager's recognition at the view of positive.

First, which part of sports sponsorship is more important relatively than other parts?

Second, Thinkable points when developing sports sponsorship in the companies.

Third, The purpose of sports sponsorship.

Forth, Matual relationship between sports sponsorship and company image.

Fifth, Comparison research on sports sponsorship and other marketing communication(Advertivse Media).

Sixth, Requierness of survey on sports sponsorship's effection and the way of this this survey.

Seventh, The problem and solution about sports sponsorship in Korean market.

Companies can try to change strategic image by analysing on above points of sports sponsorship's each personality. To plan to positioning in indivisual specific group conectly by analysis on buyer's life style and sports.

If companies uses sports sponsorship as a way to bring up competive power in this hard and tough competitive industry, it possibly could be a strategics that will strengthen company images and their products also.