A critical analysis of event sponsorship on local brand engagement: A study of a sports event in Kaduna, Nigeria.
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- NGN 5000
Background of the Study
Event sponsorship is a strategic tool used by brands to enhance local engagement and increase visibility. In Kaduna, a sports event has served as a platform for a local brand to showcase its products and build stronger connections with the community. The sponsorship involves on-site branding, promotional activities, and interactive engagements that aim to create memorable experiences for attendees (Bello, 2023). This study critically analyzes the impact of event sponsorship on local brand engagement by examining metrics such as audience reach, social media mentions, and post-event sales data. The research also explores how the alignment of the brand with a popular sports event influences consumer perceptions and fosters loyalty. Despite its potential, challenges such as event logistics, audience segmentation, and measurement of engagement outcomes persist. By employing both qualitative and quantitative methods, including surveys and case studies, the research seeks to provide comprehensive insights into the effectiveness of event sponsorship as a tool for local brand engagement (Bello, 2024).
Statement of the Problem
Although event sponsorship is widely used to boost brand engagement, there is limited empirical research on its effectiveness in the context of local sports events in Kaduna. The primary challenge is to determine whether sponsorship activities translate into measurable improvements in brand recognition and customer loyalty. Issues such as inconsistent audience participation, logistical constraints, and difficulty in quantifying engagement outcomes complicate the evaluation (Bello, 2023). This study aims to address these challenges by critically analyzing the sponsorship of a sports event and its impact on local brand engagement, providing recommendations for more effective sponsorship strategies (Bello, 2024).
Objectives of the Study
To evaluate the sponsorship strategy employed by the brand.
To assess its impact on local brand engagement.
To propose recommendations for optimizing event sponsorship.
Research Questions
How does event sponsorship affect local brand engagement?
What are the key success factors in sports event sponsorship?
What challenges hinder effective sponsorship outcomes?
Significance of the Study
This study is significant as it critically examines the role of event sponsorship in enhancing local brand engagement. The findings will provide valuable insights for brands seeking to leverage sports events for increased consumer interaction and loyalty, contributing to more effective marketing strategies in Kaduna (Bello, 2023).
Scope and Limitations of the Study
The study is limited to one sports event in Kaduna and focuses exclusively on sponsorship-related activities.
Definitions of terms
Event Sponsorship: Financial or material support provided by a brand to an event in exchange for promotional benefits.
Local Brand Engagement: The interaction and connection between a brand and its local consumer base.
Sports Event: A competitive event involving athletic activities, used as a platform for marketing.
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