SPONSORSHIP
PURPOSE
To collect information about business sponsorship of sport, arts and cultural activities, and other pursuits. The information includes the amount spent in sponsoring each activity, the reasons for sponsoring and the benefits resulting from sponsorship.
DESCRIPTION
The scope of the 1996-97 Sponsorship Survey was all employing business units in Australia except those classified to the General Government sector or those involved in agriculture, forestry or fishing. The survey was conducted in two stages. Firstly, some additional questions were included on the supplementary questionnaire sent to a sub-sample of the businesses selected for the major economic surveys being conducted by the ABS in respect of 1996-97 (approximately 8,800 businesses). The supplementary questionnaire is generally used to obtain the data required to generate Input-Output tables but, for 1996-97, it also included questions regarding the amount spent on sponsorship and the percentage split of that amount amongst the activities on which it was spent. For the second stage, a follow-up questionnaire was sent to all businesses which, for stage one, had indicated that they had sponsored either sport or arts and cultural activities. Sponsorship was defined as monetary payments made to persons or organisations in exchange for advertising or promotional benefits.
GEOGRAPHIC COVERAGE
Australia
FREQUENCY OF COLLECTION
Irregular
DATA ITEMS
Number of businesses
The number of businesses in-scope of the survey.
Number of sponsoring businesses
The number of businesses sponsoring an activity.
Value of sponsorship
The amount spent on sponsoring an activity.
Types of activity sponsored
Records the types of activity being sponsored. The activities are:
Arts and cultural activities
Sport
Education
Trade shows
Other
Types of arts and cultural activities sponsored
Records the types of arts and cultural activities being sponsored. The activities are:
Music
Performing arts
Art galleries, museums, libraries
Art festivals
Other
Benefits received
Records the benefits to the sponsor resulting from sponsoring arts and cultural activities. The benefits are:
Signage
Free tickets or other benefits for company employees
Client entertainment/hospitality
Naming rights
Preferred status
Public good
Other
Previous involvement
Indicates whether a business had sponsored arts and cultural activities prior to the financial year 1996-97.
Future intentions
Indicates whether a business intended sponsoring arts and cultural activities in the future.
Reasons for sponsoring and their levels of importance
Records the levels of importance which sponsors place on various reasons for sponsoring arts and cultural activities. This question was also asked of sponsors of sport. The reasons are:
Purchase of a marketing advantage
Image enhancement (to generate goodwill towards the business)
Opportunities for client/employee entertainment/hospitality
Access to niche/target markets
To generate or increase sales
To generate brand awareness and acceptance/product endorsement
To create merchandising opportunities/demonstrate product attribute
Personal interests of executive management
Public good
Other
The levels of importance are:
Very important
Quite important
Of little or no importance
Reasons for not sponsoring sport
Records the reasons for arts and cultural activities sponsors not also sponsoring sport. The reasons are:
Because of limited budget
Prefer to sponsor arts, charities, environmental causes, etc
Insufficient benefits for this business
No approach received for sponsorship
Not relevant to this business (e.g. trade union, charity)
Other
Reasons for not sponsoring art and craft activities
Records the reasons for sport sponsors not also sponsoring arts and cultural activities. The reasons are:
Because of limited budget
Prefer to sponsor sport, charities, environmental causes, etc
Insufficient benefits for this business
No approach received for sponsorship
Not relevant to this business (e.g. trade union, charity)
Other
The following data items were obtained not from the Sponsorship Survey itself, but from the major economic surveys to which it was a supplement.
Industry
Allocates the main activity undertaken by a business to the 1-digit (Division) level of the Australian and New Zealand Standard Industrial Classification (ANZSIC). See Australian and New Zealand Standard Industrial Classification, 1993 Edition.
Employment
The number of people employed by a business.
Employment size
Businesses are allocated the employment size ranges:
Small (0-19 employed)
Medium (20-199 employed)
Large (200 or more employed)
Expenses
The operating expenses of a business.
Operating profit before tax
The profit of a business before extraordinary items are brought to account and before income tax and dividends are paid.
Net worth
The net worth of a business is its total assets less its total liabilities.
Industry gross product
A measure of the unduplicated gross product of a business.
Geographic area
Data are available for Australia only.
HISTORICAL DATA
Similar data were collected in respect of 1993-94.
DISSEMINATION
Publications
Australian Bureau of Statistics 1999, Business Sponsorship, Australia, 1996-97, Cat. no. 4144.0, ABS, Canberra. Price $15.00.
Department of Communications, Information Technology and the Arts, Cultural Trends in Australia No 8: Business Sponsorship of Cultural Activities, 1996-97, DCITA, Canberra. Free of charge. Also available for 1993-94 as Cultural Trends in Australia No 3.
Sport and Recreation Ministers' Council 1999, Business Sponsorship of Sport, 1996-97, SRMC Canberra. Free of charge.
Note that the ABS publication contains the first data released from the collection, while the DCITA and SRMC publications contain more detailed tabulations.
CONTACT
In the first instance, refer to To obtain data or further information in the Introduction to this directory.
Manager
National Centre for Culture and Recreation Statistics
Australian Bureau of Statistics
GPO Box 2272
ADELAIDE SA 5001
Telephone: Adelaide 08 8237 7326
Facsimile: Adelaide 08 8237 7366
Email: nccrs@abs.gov.au
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