An evaluation of sponsorship marketing on community engagement: Evidence from a local sports event in Kano.
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Background of the study:
Sponsorship marketing has emerged as a key strategy for enhancing community engagement by linking brands with local events and social causes. In Kano, local sports events serve as platforms for companies to sponsor activities that foster community spirit and social cohesion. Sponsors leverage these events to gain visibility and build relationships with local audiences through initiatives that support youth development, infrastructure improvement, and social welfare programs (Olawale, 2023). This study examines how sponsorship initiatives at sports events contribute to community development and engagement. It considers the role of brand activation, event experiences, and corporate social responsibility in strengthening community ties. The research discusses the integration of marketing communications with community outreach, demonstrating how sponsorship can create lasting social impact while simultaneously enhancing brand image (Adeniyi, 2024). Moreover, the study evaluates the benefits for both sponsors and local communities, highlighting challenges such as aligning corporate objectives with community needs and measuring long-term social returns. The investigation synthesizes recent empirical findings and case studies to provide a comprehensive understanding of the dynamics between sponsorship marketing and community engagement (Chukwu, 2023).
Statement of the problem:
Local sports events in Kano often struggle to fully capitalize on sponsorship opportunities due to fragmented communication and misalignment between sponsor objectives and community expectations. Despite significant investments in sponsorship marketing, the translation of these efforts into tangible community benefits remains unclear (Babatunde, 2023). There is a need for a systematic evaluation of how sponsorship activities influence community engagement levels and foster positive social outcomes. This study aims to address these gaps by exploring the barriers and success factors inherent in sponsorship marketing at local sports events, thereby providing actionable recommendations for enhancing community impact (Olawale, 2023).
Objectives of the study:
To evaluate the impact of sponsorship marketing on community engagement.
To identify success factors and challenges in executing sponsorship initiatives at local sports events.
To recommend strategies to optimize sponsorship outcomes for community development.
Research questions:
How does sponsorship marketing influence community engagement at local sports events?
What factors determine the success of sponsorship initiatives in Kano?
What strategies can enhance the social impact of sponsorship marketing?
Significance of the study:
This study is significant as it provides insights into the role of sponsorship marketing in fostering community engagement. Its findings will help sponsors and event organizers in Kano develop integrated strategies that not only boost brand visibility but also drive meaningful community development, thereby delivering mutual benefits for both businesses and local populations (Olawale, 2023; Adeniyi, 2024).
Scope and limitations of the study:
This study is limited to examining sponsorship marketing at a local sports event in Kano.
Definitions of terms:
Sponsorship marketing: The practice of supporting events or activities to promote a brand.
Community engagement: The involvement and participation of local audiences in sponsored activities.
Local sports event: A community-based sporting activity that attracts regional participation and audience.
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