The impact of sports sponsorship on consumer’s brand perception

Abstract

Purpose – The purpose of this study is to show the impact that sports sponsorship can have on consumer’s brand perception. Design/Methodology/Approach – This study starts by analysing existing literature about the brand knowledge, brand perception, marketing communication tools and sponsorship in the sport industry. The analysis was conducted by means of self-administered online surveys. Further recommendations were developed after contrasting and comparing the existing literature and research findings, Findings – The main findings from this research were that consumer’s brand perception tends to be positively affected by sports sponsorship. Results also show that consumers are also willing to purchase a sponsors product and the majority of respondents have already purchased a sponsors product sometime. Research limitations/implications – The data was gathered from people that are currently living in Malta, as the sport industry is global and wide in its sporting events future studies carried out on a global scene will give more a clear picture of how sponsorship can impact consumer’s brand perception. Given that respondents were ensured confidentiality, feedback for incomplete responses could not be achieved. Practical Implications – This research showed the various methods companies can use to include sponsorship in their integrated marketing communication. This will effectively promote their brand to consumers who are an audience to a particular sport and influence their perception of the sponsor’s brand. The level of effect that sponsorship has on consumers is also measured in this study which ultimately shows the goal for the company. Originality/Value – Previous studies took a scientific approach on the sponsorship. While referring to other studies on branding and brand perception, blending them together to get a solid structure to build this study on as one discovers the impact of sport sponsorship on consumers brand perception.