The main purpose of the research was to gain understanding on the key elements of marketing and sponsorship and how sponsorship can be utilized as a promotional action of marketing. Research discusses the 4P’s and SWOT analysis roles and how they both are correlated with the fundamentals of marketing as a tool of understanding and analyzing the surrounding markets and environment.

Research was operated with qualitative method and therefore there is no empirical data gathered through interviews or any surveys. The data collection was based on literature on the topic and as sponsorship section and its different qualities get taken a look at, most of the information are acquired through secondary data such as journals as well as sponsorship and endorsement related articles over the internet. Articles vary from news page professionals to individual blogs.

Golf sponsorship related information is acquired through several internet articles that are closely related to the topic and they provide different insight for understanding the researched topic better as a whole. There is no clear line between studied theory and findings as the process moves ahead, as the facts and findings are often introduced together.

Research did not prove to be fully comprehensive as more time should have been spent on researching primary data such as more literature and published studies about the topic. Supplementary research could also be done with a comprehensive interview with international companies involved in golf endorsing.