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 play a pivotal role in the sports industry by connecting brands with passionate fan bases. Local football clubs in Enugu are increasingly utilizing these strategies to enhance sports brand engagement. This study explores how sponsorship deals, event activations, and community outreach initiatives contribute to fostering strong emotional connections between fans and their teams (Okoro, 2023). The research investigates how strategic partnerships with local businesses and well-organized events create memorable experiences that reinforce brand loyalty and generate word-of-mouth promotion. It also examines the impact of social media amplification in extending the reach of these campaigns, thereby enhancing overall fan engagement. Furthermore, the study discusses challenges such as budget constraints, inconsistent event quality, and measuring the direct impact on engagement metrics. By synthesizing recent findings and case studies, the investigation provides a comprehensive analysis of how sponsorship and event marketing drive sports brand engagement and deliver competitive advantages in a rapidly evolving market (Umeh, 2024).
Statement of the problem:
Local football clubs in Enugu often struggle to translate sponsorship and event marketing investments into sustained fan engagement and brand loyalty. Despite hosting numerous events, there is a lack of clear measurement on how these activities impact long-term consumer behavior. Inconsistent execution and limited budget further compound the challenge, making it difficult to maximize the benefits of sponsorship initiatives (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 propose strategies for optimizing sponsorship and event marketing initiatives.
Research questions:
How does sponsorship influence sports brand engagement?
What role does event marketing play in building fan loyalty?
What strategies can improve the effectiveness of sponsorship initiatives?
Significance of the study:
This study is significant as it provides insights into leveraging sponsorship and event marketing to enhance sports brand engagement. The findings will help local football clubs in Enugu develop more impactful marketing strategies that foster deeper fan connections and long-term loyalty, ultimately boosting brand value (Okoro, 2023; Umeh, 2024).
Scope and limitations of the study:
This study is limited to examining sponsorship and event marketing strategies for a local football club in Enugu.
Definitions of terms:
Sponsorship marketing: Financial or in-kind support provided by a brand in exchange for promotional benefits.
Event marketing: Marketing activities centered around organizing or sponsoring events.
Sports brand engagement: The interaction and emotional connection between a sports brand and its fans.
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