The effect of sponsorship and event marketing on sports brand engagement: A case study of a local football club in Enugu.
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- NGN 5000
Background of the study:
Sponsorship and event marketing have emerged as key strategies in enhancing sports brand engagement, particularly for local football clubs. In Enugu, local sports organizations are increasingly leveraging sponsorship deals and event marketing to boost their visibility and create deeper connections with fans. This study investigates how sponsorship agreements and well-organized events contribute to brand engagement by increasing fan loyalty, creating memorable experiences, and driving community involvement (Okoro, 2023). The research examines the role of strategic partnerships with local businesses, the utilization of social media during events, and the impact of promotional activities on fan interaction. Event marketing offers a unique platform for fostering emotional connections, as fans experience the brand in a live setting, which can significantly enhance brand recall and positive sentiment (Umeh, 2024). Furthermore, the study explores the challenges faced by local football clubs in maximizing the benefits of sponsorship and event marketing, including resource constraints and logistical issues. By integrating recent studies and practical examples, this research highlights how targeted sponsorships and dynamic events can transform sports brand engagement and create sustainable competitive advantages for local football clubs (Okoro, 2023).
Statement of the problem:
Local football clubs in Enugu face challenges in effectively utilizing sponsorship and event marketing to drive sports brand engagement. Despite considerable investments in events and sponsorships, there is insufficient evidence on how these strategies translate into long-term fan loyalty and active engagement (Umeh, 2024). This study addresses the gap by examining the barriers that prevent optimal audience interaction and evaluating the overall impact of these marketing efforts. Challenges such as limited resources, inconsistent event quality, and difficulties in measuring engagement outcomes contribute to the problem. The research aims to identify these issues and propose actionable strategies to enhance the effectiveness of sponsorship and event marketing for local football clubs (Okoro, 2023).
Objectives of the study:
To evaluate the impact of sponsorship and event marketing on sports brand engagement.
To identify key factors that drive fan loyalty through event-based marketing.
To recommend strategies for optimizing sponsorship and event marketing initiatives.
Research questions:
How does sponsorship affect sports brand engagement in local football clubs?
What role does event marketing play in enhancing fan loyalty?
What strategies can improve the effectiveness of sponsorship and event marketing?
Significance of the study:
This study is significant as it offers insights into leveraging sponsorship and event marketing to enhance sports brand engagement. The findings will guide local football clubs in Enugu to design more impactful marketing initiatives that foster deeper fan connections and long-term loyalty (Okoro, 2023; Umeh, 2024).
Scope and limitations of the study:
The study is limited to analyzing sponsorship and event marketing strategies for a local football club in Enugu, Nigeria, and excludes other sports or regions.
Definitions of terms:
Sponsorship: A marketing strategy where a company provides financial support to an event or organization in exchange for brand exposure.
Event marketing: The promotion of a brand through organized events designed to engage audiences.
Sports brand engagement: The extent of interaction and emotional connection between a sports brand and its fans.
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