Title: The effects of sponsorship on the promotion of sports events

Authors: Mohammed T. Nuseir

Addresses: Department of Business Administration, College of Business, Al Ain University of Science and Technology, Abu Dhabi Campus, P.O. Box 112612, Abu Dhabi, UAE

Abstract: The purpose of this research study was to examine the effect of sports sponsorship on the promotion of sports events. While scholars have explored the main reasons why corporations sponsor sports events, they have not illustrated the overall effects of sponsorship on the promotion of the events and the factors affecting these outcomes. For this study, a quantitative approach with the use of a questionnaire was adopted; data were collected from 400 managers and organisers of sports events. The research questions addressed how the brand image of the sponsors improves when they sponsor sports events and what effect sponsorship has on the success of the events. Our findings showed that businesses that sponsor sports event gain improved brand image, increased exposure to customers and increased sales. Sports event managers and individual players also benefit from sponsorships. The study findings indicated that sponsors give technical, expert and financial support in exchange for improved brand awareness and brand image, which ultimately increases their revenues.

Keywords: sponsorship; sports marketing; sports sponsorship; promotion of products.

DOI: 10.1504/IJBIR.2020.107838

International Journal of Business Innovation and Research, 2020 Vol.22 No.2, pp.191 - 207

Received: 17 Aug 2018
Accepted: 22 Oct 2018
Published online: 24 Jun 2020 *

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