An appraisal of the effectiveness of sponsorship marketing in sports branding: A case study of Nigerian Breweries in Niger State
- Project Research
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- Table of Content: Available
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Background of the Study
Sponsorship marketing is a strategic alliance where a brand supports an event, team, or individual in exchange for marketing exposure and the ability to associate with a positive image. In the sports industry, sponsorship allows brands to tap into the emotional connection fans have with their teams, athletes, or events (Olawale & Musa, 2024).
Nigerian Breweries, a leading beverage company, has used sponsorship marketing in sports to boost its brand visibility and strengthen consumer associations with its products. In Niger State, where sports culture plays a vital role in community life, sponsorships of local teams and events can enhance the brand’s presence and attract new customers (Ibrahim & Usman, 2023).
This study evaluates the effectiveness of sponsorship marketing in enhancing Nigerian Breweries’ sports branding in Niger State, focusing on its impact on consumer perception and brand loyalty.
Statement of the Problem
Although sponsorship marketing in sports is widely used to increase brand exposure, its actual impact on consumer behavior and brand association in Niger State remains uncertain. Factors such as local team performance, fan loyalty, and media exposure may influence the effectiveness of sports sponsorships (Abubakar & Yusuf, 2024).
This study investigates how Nigerian Breweries’ sponsorship marketing efforts influence sports branding and consumer behavior in Niger State.
Objectives of the Study
- To evaluate the effectiveness of sponsorship marketing in enhancing sports branding for Nigerian Breweries in Niger State.
- To examine the impact of sports sponsorship on consumer perception of the brand.
- To recommend strategies for improving the effectiveness of sponsorship marketing in the sports industry.
Research Questions
- How effective is sponsorship marketing in enhancing sports branding for Nigerian Breweries in Niger State?
- What impact does sports sponsorship have on consumer perception of the brand?
- What strategies can Nigerian Breweries employ to enhance the effectiveness of sponsorship marketing in sports branding?
Research Hypotheses
- Sponsorship marketing significantly enhances sports branding for Nigerian Breweries in Niger State.
- Sports sponsorship positively influences consumer perception and brand loyalty.
- Optimized sponsorship marketing strategies improve brand visibility and consumer engagement.
Scope and Limitations of the Study
This study focuses on Nigerian Breweries’ sponsorship marketing in the sports sector in Niger State. It excludes other branding strategies and does not assess the long-term effects on consumer retention.
Definitions of Terms
- Sponsorship Marketing: A form of marketing where a company financially supports an event, team, or athlete in exchange for brand exposure.
- Sports Branding: The process of creating a unique image and identity for a brand through its association with sports.
- Brand Visibility: The degree to which a brand is noticed and recognized by the public.
