Abstract
The research relevance of sports sponsorship in the Albanian context is determined by the lack of case studies, especially on the economic impact of sponsorship models. The study aimed to analyse the impact of sponsorship models on the development of the sports industry in Albania. Scientific analysis has confirmed that sponsorship models contribute to employment growth, expanding the national tourism opportunities and creating new economic incentives for sports. Sponsorship agreements facilitate the organisation of international sporting events, which increase tourist flows and strengthen regional economies. In addition, the study determined that effective management of sponsorship funds ensures sustainable funding for the development of youth sports and the modernisation of infrastructure facilities. Effective sponsorship models contribute to a positive international image of the country and long-term economic benefits for the sports industry. The development of sponsorship can increase the competitiveness of sports organisations by attracting more international partners. A comparative analysis of the US and German practices has identified key aspects that can be adapted to improve the effectiveness of sponsorship in Albania. The integration of private and public funding can reduce the burden on the state budget. However, legislative changes are needed to encourage private investors and ensure transparency of financial flows. The effective use of sponsorship agreements positively affects the development of sports culture and the involvement of young people in physical activity. The research has filled the identified gaps in the study of sports sponsorship in Albania, highlighting the need to develop strategies to further improve the mechanisms for attracting investment in the sports industry. The study combined the local context with global trends in sports sponsorship, which made it possible to identify the features of their interaction and adaptation under current conditions.T he proposed recommendations aim to overcome systemic gaps in sports financing and create conditions for the sustainable development of sports infrastructure
Keywords
financing, government support, long-term projects, social impact, effective strategy
References
[1] Albanian Olympic Federations. (2024). Financing of Sports Federations. Retrieved from https://arsimi.gov.al/buxheti-per-federatat-sportive.
[2] Buse, K., Barquera, S., & Wetzel, M. (2024). Let’s end corporate sponsorship of sporting events. BMJ: British Medical Journal, 386, article number q1744. doi: 10.1136/bmj.q1744.
[3] Chadwick, S., Widdop, P., & Burton, N. (2022). Soft power sports sponsorship – a social network analysis of a new sponsorship form. Journal of Political Marketing, 21(2), 196-217. doi: 10.1080/15377857.2020.1723781.
[4] Chadwick, S., Widdop, P., & Goldman, M. (2021). The geopolitical economy of sport: Power, politics, money, and the state. London, New York: Routledge. doi: 10.4324/9781003348238.
[5] Cornwell, T.B., Frank, A., & Miller-Moudgil, R. (2024). A research agenda at the intersection of sport sponsorship and service. Journal of Service Management, 35(1), 108-126. doi: 10.1108/JOSM-02-2022-0057.
[6] Eshghi, K. (2022). Are sports sponsorship announcements good news for shareholders? A meta-analysis. International Journal of Research in Marketing, 39(1), 268-287. doi: 10.1016/j.ijresmar.2021.04.003.
[7] Fedorenko, T. (2024). Tools for financing local economic development of local communities. Economic Forum, 14(1), 62-74. doi: 10.62763/cb/1.2024.62.
[8] Goal article for “Air Albania”: The exterior of the stadium is magnificent (Video). (2022). Retrieved from https://fjala.al/2022/05/24/goal-artikull-per-air-albania-pjesa-e-jashtme-e-stadiumit-e-mrekullueshme-video/.
[9] Hsiao, C.-H., Tang, K.-Y., & Su, Y.-S. (2021). An empirical exploration of sports sponsorship: Activation of experiential marketing, sponsorship satisfaction, brand equity, and purchase intention. Frontiers in Psychology, 12, article number 677137. doi: 10.3389/fpsyg.2021.677137.
[10] Jadhav, S.M. (2021). Sport and economic development. International Journal of Health, Physical Education & Computer Science in Sports, 43(1), 275-278.
[11] Jedel, J. (2019). The funding of professional sports entities by state-owned companies and private institutions. The necessity or philanthropy? Baltic Journal of Health and Physical Activity, 1, 41-53. doi: 10.29359/BJHPA.2019.Suppl.1.04.
[12] Khodakovsky, V. (2023). State financial policy of economic development. University Economic Bulletin, 18(3), 24-30. doi: 10.31470/2306-546X-2023-58-24-30.
[13] Law of Albania No. 79/2017 “On Sport”. (2020, July). Retrieved from https://arsimi.gov.al/wp-content/uploads/2023/01/Permbledhje-e-Sportit-e-perditesuar-deri-me-11.01.2023-Final-Word.pdf.
[14] Lazaj, A., Teta, J., & Xhafka, E. (2024). Economic growth and foreign direct investment in Balkans. Economics of Development, 23(3), 8-17. doi: 10.57111/econ/3.2024.08.
[15] Lechner, E., & Solberg, H.A. (2021). The competition for government funding of major sports events: Why do some applicants pass the needle’s eye? International Journal of Sport Policy and Politics, 13(1), 13-27. doi: 10.1080/19406940.2020.1859586.
[16] Leeds, M.A., Von Allmen, P., & Matheson, V.A. (2022). The economics of sports. New York: Routledge. doi: 10.4324/9781003317708.
[17] Macron. (2022). Macron and the Football Federation of Albania extended their cooperation until 2027. Retrieved from https://macronstore.com.ua/news/macron_ta_federatsiya_futbolu_albaniyi_prodovzhili_spivpratsyu_do_2027_roku.
[18] Marwat, M.K., Nizami, R., Farah, H., Khan, M.I., Ali, Y., Saman, S., & Saba, S. (2022). Role of sports in boosting national economy: A comparison of developing and developed countries. Journal of Positive School Psychology, 6(6), 10846-10854.
[19] Mirzaie, S., Salimi, M., & Rahimi Sarshabadrani, G. (2022). The role of sports tourism development in job creation: Providing a model. Journal of New Studies in Sport Management, 3(2), 442-451. doi: 10.22103/JNSSM.2022.19085.1066.
[20] Morfoulaki, M., Myrovali, G., Kotoula, K.-M., Karagiorgos, T., & Alexandris, K. (2023). Sport tourism as driving force for destinations’ sustainability. Sustainability, 15(3), article number 2445. doi: 10.3390/su15032445.
[21] National Collegiate Athletic Association. (n.d.). Scholarships. Retrieved from https://www.ncaa.org/sports/2014/10/6/scholarships.aspx.
[22] Phiri, T., & Chakauya, L. (2023). The influence of a sports event sponsorship on brand image and brand preference. Global Scientific Journal, 11(4), 1659-1669.
[23] Ponari, A. (2018). Why the sponsorship law formalizes sports and athletes. Retrieved from https://www.panorama.com.al/sport/analize-nga-avni-ponari-pse-ligji-per-sponsorizimet-formalizon-sportin-dhe-sportistet/.
[24] Poschmann, S., & Rieger, M. (2024). How sport wants to be more efficient with less money. Retrieved from https://www.deutschlandfunk.de/bundeshaushalt-sport-sabine-poschmann-100.html.
[25] Rahmani, M., Majedi, N., & Nasab, M.N. (2024). The importance of financial support for professional athletes in competitive sports. Technology in Entrepreneurship and Strategic Management, 3(3), 70-87. doi: 10.61838/kman.jtesm.3.3.8.
[26] Rogers, J. (2024). Activists want the Olympics to ditch Coca-Cola because sugary drinks are unhealthy. Retrieved from https://www.marketwatch.com/story/activists-want-the-olympics-to-ditch-coca-cola-because-sugary-drinks-are-unhealthy-6651ce5f.
[27] Schönberner, J., & Woratschek, H. (2023). Sport sponsorship as a booster for customer engagement: The role of activation, authenticity and attitude. International Journal of Sports Marketing and Sponsorship, 24(2), 259-277. doi: 10.1108/IJSMS-05-2022-0098.
[28] Shahini, E. (2024). Economic evolution of Durres University: A historical perspective from 1803 to 2030. Salud, Ciencia y Tecnologia – Serie de Conferencias, 3, article number 1011. doi: 10.56294/sctconf20241011.
[29] Teymurova, V., Huseynli, I., & Miethlich, B. (2024). Operation of organizations and their relationship to corporate responsibility. Public Organization Review, 24(1), 75-95. doi: 10.1007/s11115-023-00724-2.
[30] The Superior Category will be called “Abissnet Superiore”. (2021). Retrieved from https://www.botasot.info/futboll-sporti/1665035/kategoria-superiore-do-te-quhet-abissnet-superiore.
[31] Vllasaj, K. (2024). Exploring the central management peculiarities of sport civil organizations in Kosovo, with special attention to leadership. Debrecen: University of Debrecen.
[32] Vodafone Albania becomes official sponsor of the National Football Team of Albani. (2019). Retrieved from https://fshf.org/en/vodafone-albania-becomes-official-sponsor-national-football-team-albani/.
[33] Walraven, M., Koning, R.H., & van Bottenburg, M. (2012). The effects of sports sponsorship: A review and research agenda. The Marketing Review, 12(1), 17-38. doi: 10.1362/146934712X13286274424235.
[34] Ziming, L. (2021). Management of sports industry: Moving to economic development. Marketing i Menedžment Innovacij, 4, 230-236. doi: 10.21272/mmi.2021.4-18.
[35] Zsigmond, T., Korcsmáros, E., Machová, R., & Šeben, Z. (2020). Interconnection of consumer behaviour of different generations and marketing strategy of a football club – experience in Slovakia. Marketing and Management of Innovations, 2, 221-234. doi: 10.21272/mmi.2020.2-16.