The effect of sport sponsorship towards brand awareness

Sarbini, Nor Faziela (2018) The effect of sport sponsorship towards brand awareness. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Sponsorship is activity that an organization (sponsor) will directly give the provision of resources such as money, people, and equipment to an individual, authority or body (sponsee), to get in return for benefits contemplated in terms of the sponsor’s promotion strategy, and which can be expressed in terms of corporate, marketing or media objectives. Besides that, sport sponsorship is the engagement in sponsorship deals for the sake of creating brand, enhancing a corporate/brand image, increasing consumers’ purchase intentions and enhancing their competitive advantage. So that,to enhancing the brand awareness of the company, the factors like product, place and promotion needed to be designed well enough to know that how far these three factors can give impact towards the brand awareness. For that reason, this study was conducted to identify the effect of sport sponsorship towards brand awareness. The data were collected using questionnaires from 200 respondents that have background in running and people that join the Iskandar Puteri Night Marathon (IPNM) event. The results of the data analysis showed that the most significant variable of sport sponsorship that affected towards brand awareness is product which is from the product itself can increase the purchase intention of product and can give impact to company brand awareness. There was though-provoking when information, place and promotion were still significant but not too giving impact towards brand awareness in sport sponsorship activity.

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