The Role Sponsorship Companies of sports activities In Developing the Sports Movement In West Bank From the Point Of View The Workers In Sports Field”

The aim of this research was to examine The Role Sponsorship Companies of sports activities In Developing the Sports Movement In West Bank From the Point Of View The Workers In Sports Field. The study was carried out based on a sample composed of 214 members of the sports workforce who comprise all the major sports unions in the West Bank, with the exception of those in handball, whose union has had a rather unsystematic program for several years. Given the suitability of the subject under study, the researcher made use of the descriptive analytical approach to conduct this research in all its aspects, including proper distribution of survey questionnaires which consisted of 4 areas, mainly: economic (15 sections), logistical (10 sections), social (14 sections), and advertisement and marketing (9 sections). In order to attain statistical descriptions of the results, the researcher made use of the SPSS software as well as of the One Way Anova program to identify the levels of statistical significance. Results from the four survey areas showed no significant statistical variations at level 0.05≥α in the role that sports sponsoring companies have in the West Bank as viewed by sports workers. The overall result can be attributable to the functional capacity variable, whereas statistically significant differences correlating to the economic aspect of the survey were linked to the aforementioned variable. In addition, no further statistical significance was attained in the role sponsoring companies played in developing sports as indicated by the experience and professional training variables. On the other hand, major statistical differences were encountered in the advertisement and marketing areas as per the professional training variable. In order to properly identify fluctuations in this area according to the variable, dimensional comparison tests were employed between arithmetic means, leading the researcher to conclude that the advertisement and marketing areas of the survey occupy the first place, which shows that the majority of the sports workforce perceive a crucial importance given to advertising by sponsoring companies. This comes as a result of the emphasis these companies place on increasing their reputation commercially by increasing the promotion of their products in the market. Furthermore, there is a complementary relationship between marketing, sports events, and sponsorship, which aids in upgrading sports teams; thus achieving higher performance. Therefore, the more a company increases its sponsorship, the more its products are advertised and marketed to a greater segment of society. To conclude, the researcher has recommended a steady and continuous year-round sponsorship on the part of companies, as well as encouraging sports teams to invest in order to fund part of its expenditures should sponsors face economic hardships.