The Effect of Sponsoring Sport Events on Sponsor Brand Image

Qotb, Maysoon; AbdelAziz, Lina; Suleiman, Ola

doi:10.21608/mjaf.2019.25796

The Effect of Sponsoring Sport Events on Sponsor Brand Image

Document Type : Original Article

Authors

¹ Professor Faculty of Applied Arts Helwan University. Dean of the Faculty of Applied Arts Helwan University.

² Lecturer Faculty of Applied Arts Helwan University

³ Assistant Lecturer Faculty of Arts and Design, MSA University.

10.21608/mjaf.2019.25796

Abstract

Sports events sponsorship is one of the important marketing communications tools used by brands today,
as it allows the sponsor to connect its brand name and image, with the name and image of an event that a consumer is
interested in. It also gives the sponsor the opportunity to advertise and express its personality and connect with
the consumer on an emotional level through that event. Sports events attract sponsors due to their popularity,
as they appeal to millions of fans worldwide regardless of their differences. The field of sports is also no longer merely
a means of entertainment, as it has turned into a huge a multibillion dollar industry.The objective of this paper is to
investigate in whether sponsoring sports events effects creating and enhancing brand image. Using a mixture
of qualitative and quantitative research methodologies. Investigating in the following points: How does sponsoring
sports events contribute in creating and enhancing brand image? What are the criteria of choosing the appropriate
event to sponsor? How can the sports event venue environment be used to connect and create bonds
with the consumer? The researcher has concluded that the positive connections formed between
the sponsor brand image and the image of the event, helps forming positive bonds between the brand and
the consumer. In addition to that the sponsorship program should be connected to the holistic Integrated
Marketing and Communications activities of the brand through various media, as that helps forming
a consistent image of the sponsor in the consumer’s mind

Keywords

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