抄録
Recently, sports sponsorship has been playing a more important role in corporate marketing activities. Sports sponsorship has been recognized widely as an effective tool, not only for improving corporate image, but also for contributing to revenue increase and recruitment activities of companies. Due to the economic development in emerging countries, not only companies in developed countries such as western European counties and Japan, but also local companies in South East Asia have started to utilize sports sponsorship as part of their means of communication to consumers. In those countries in South East Asia, there are various differences between Japanese and non-Japanese companies in regard to the process of sponsorship activities, ranging from acquiring rights to activation. This article highlights the differences in the process of sponsorship activities between Japanese and non-Japanese countries in the SEA GAMES, the largest multi-sports event in South East Asia.
