Sports sponsorship has grown in popularity and effectiveness as a marketing technique. This study investigated the effect of sports sponsorship on event marketing and the factors that influence these outcomes. Sports sponsorship helps firms to boost brand awareness while also assisting sports organizations with funding. The research sought to assess the influence of sponsorship on athletic event promotion, notably in the United Kingdom. The research also sought to bridge a knowledge gap on the influence of sponsorship on event marketing. Businesses that engage in sponsorship programs may increase brand recognition and image, leading to increased income. Companies that sponsor athletic events gain from improved brand image, increased customer exposure, and increased income. The article emphasizes the need for properly defined and quantifiable sponsorship objectives to assure the success of the sponsorship and an accurate evaluation of its impact.



This research study examined the impact of sports sponsorship on the promotion of sports events. Sports' commercialization and globalization have created favorable conditions for corporations and sports organizations that sponsor tournaments. Event marketing, particularly sports marketing, has grown in popularity and is expected to reach $62.7 billion by 2018. Sports sponsorship is critical for commercial activity earnings and lets corporations increase brand visibility while helping sports organizations. Sports event marketing and sponsorship have expanded, with organizations depending on telecasting rights, sponsorship revenue, and ticket sales for finance. The purpose of this research is to investigate the impact of sports sponsorship on event marketing and the variables that affect these results. Sports sponsorship and product and service marketing have a tight association, with corporations spending extensively on marketing communication and promotional activities. Businesses that participate in sponsorship programs raise brand awareness and boost brand image. Previous research has concentrated on the benefits of sports sponsorship on company growth and sales; however, the marketing of sports events via sponsorship has gotten less attention. Businesses' enjoyment of the advantages has resulted in a major growth in their sponsorship of sporting events during the last 30 years. Businesses consider sports sponsorship as a good investment, as seen by the rise in sponsorship spending over the years. According to exchange theory, sponsorship entails the equal exchange of assets between parties. Sports sponsorship has grown in popularity as a marketing tool, with a diverse spectrum of sponsors appearing, including government bodies, charitable organizations, and corporate corporations. The study's goal is to evaluate the impact of sponsorship on the marketing of sporting events, specifically how it enhances sponsors' brand image and helps event success. Before finalizing a sponsorship arrangement, businesses and sports organizations may do a cost-benefit analysis to enhance their link and maintain the collaboration. Overall, corporations that support sporting events benefit from greater brand image, higher consumer exposure, and increased revenue. This research intends to fill a knowledge gap on the impact of sponsorship on event marketing by focusing on the United Kingdom.


Sports sponsorship is a strategic communication technique used by businesses to sell their goods or services. Companies establish varied sponsorship goals such as brand recognition, image, and sales. The primary goals of sport sponsorship are to improve or reinforce a company's image, build brand loyalty, and boost brand recognition among existing and future consumers. Global sponsorship expenditure has steadily climbed in recent years, reaching $53.3 billion in 2013. Sports sponsorship differs from regular advertising in that it includes nonverbal messages conveyed in conjunction with the sport. Companies seek to sponsor athletic events, teams, or players in order to accomplish certain corporate objectives. Despite the economic downturn, corporations continue to fund sporting events that have a global audience. The efficacy of sponsorship is measured by the return on investment and the attractiveness of the brand's image. Major sports such as football, basketball, and cycling are appealing for sponsorship because of their broad appeal and emotional connection with people. Sports sponsorship has grown into a number of agreements and partnerships. The purpose of this article is to examine the development of sports sponsorships throughout the economic downturn. The research focuses on national and international sponsorships of professional sports teams and big sporting events. Philanthropic sports sponsorship is based on an entrepreneur-fan's investment in their favorite team for personal promotion and to improve the popularity of their company. By associating their product with a well-known athlete or team, companies want to transfer connections from the sponsored entity to their own brand. Sports sponsorship gives organizations with greater brand presence, product exposure, and sales potential.


The relevance and influence of sport sponsorship in marketing are discussed in this article. Sports sponsorship is seen as a unique and successful strategy for both public and commercial corporations to promote their brands and acquire additional financial backers. It aids in raising public awareness, facilitating sales, improving connections with the government, and obtaining tax breaks. The article also emphasizes the substantial rise in worldwide sponsorship money, which is anticipated to be approximately US$37 billion in 2007. Anheuser-Busch Cos., PepsiCo, Inc., and General Motors Corp. are among the largest sports sponsors in the United States. The essay emphasizes the need for having defined and measurable sponsorship goals, selecting relevant events, worldwide advertising, and reaching the target market. It also highlights the benefits of being linked with a sporting event for sponsors, such as promotional rights and marketing advantages. According to the article, conventional sponsorship is most prevalent in the sports industry, accounting for around 54-65% of sponsorship expenditure. Large firms, on the other hand, are increasingly participating in team sponsorship due to market demand and the ability to greatly increase exposure. The article emphasizes the relationship between sponsorship and advertising, as well as the growing investment in sponsorship by well-known firms and manufacturers in the sports sector. It also cites the expected significant increase in sport sponsorship as a result of major global events such as the Olympics and FIFA World Cup. To guarantee the success of the sponsorship and an effective assessment of its influence, the essay suggests that sponsorship goals should be clearly stated and quantified. Overall, the essay highlights the value and efficacy of sport sponsorship in marketing, as well as the potential advantages for both sponsors and sports organizations.


In conclusion, sports sponsorship is a powerful marketing technique that has gained prominence as a result of the commercialization and globalization of sporting events. Sports sponsorship's key aims are to strengthen or reinforce a company's image, generate brand loyalty, and increase brand awareness among current and prospective customers. Sports sponsorship is crucial for commercial activity profits and sports organization finance. The article emphasizes the increased investment in sponsorship by well-known sports corporations and manufacturers. Both sponsors and sporting organizations stand to gain significantly from increased brand visibility, product exposure, and sales potential. Sports sponsorship is predicted to rise as the sports sector grows, making it an essential topic of study for corporations and sports organizations alike.