Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 35 , 10 November 2023


Open Access | Article

The Impact of Sports Sponsorship on Brand Value in Major Sports Events -- The Case of Qatar World Cup

Minshan Dai 1 , Jingyu Liu * 2 , Ying Xu 3
1 Zhounan Meixihu Middle School, Changsha, Hunan Province, 410000, China
2 College of Journalism and Communication, Wuhan Sports University, Wuhan, Hubei Province, 430070, China
3 College of Management, Sanda University, Shanghai, 200000, China

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 35, 104-113
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Minshan Dai, Jingyu Liu, Ying Xu. The Impact of Sports Sponsorship on Brand Value in Major Sports Events -- The Case of Qatar World Cup. AEMPS (2023) Vol. 35: 104-113. DOI: 10.54254/2754-1169/35/20231733.

Abstract

Sports sponsorship has steadily risen to the top of the list of marketing strategies used by companies, particularly sports and fashion brands. The most recent significant sporting event to draw a record-breaking number of spectators and attention is the 2022 World Cup in Qatar. The main sponsors of the event have also attracted public attention. A study on the sports sponsorship of the Qatar World Cup can, on the one hand, examine more important factors, evaluate its marketing effectiveness, and offer examples for sponsor brands. On the other hand, it can also offer rationalization suggestions for the event organizers and sponsors to improve their sponsorship effectiveness and brand value, further promoting the joint development of both parties as well as the development of the sports industry and sponsor brands. The research perspective and theories around sponsorship marketing are further enhanced by this study. This study has sequentially suggested three elements in sponsorship activities that may affect the value of sponsoring brands, including audience involvement, media publicity, and co-sponsorship, using primarily quantitative analysis. Consumer audience participation, the success of media publicity, and the perception of co-sponsorship are all significant elements that have an impact on the brand value of sponsors in the modern sports sponsorship environment. This paper takes sports event consumers as the investigation target, builds a research model based on theoretical research and literature studies, and proposes research hypotheses in order to clarify the mechanism of audience involvement, media publicity, and co-sponsorship on the brand value of sponsors. In order to carefully study and develop conclusions on the effects of sponsoring significant athletic events on sponsor brand value in several dimensions, data were collected widely through surveys and analyzed using SPSS. Media publicity had a significant positive impact on brand value, and co-sponsorship and audience involvement had an indirect impact on brand value. It was discovered that the better the sponsorship image, the greater the impact on audience involvement and co-sponsorship, and the greater the impact on brand value. Finally, the paper offers pertinent countermeasures for brands to perform sponsorship activities and create brand value, in order to encourage the development of sports event sponsorship, based on the research findings and the present state of sports sponsorship.

Keywords

sports sponsorship, audience involvement, co-sponsorship, media publicity, brand value

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-091-2
ISBN (Online)
978-1-83558-092-9
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/35/20231733
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated