A review of sponsorship marketing on community engagement: A case study of a local sports event in Lagos, Nigeria.
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- NGN 5000
Background of the Study
Sponsorship marketing has become an increasingly popular strategy for brands seeking to connect with communities while supporting local events. In Lagos, a local sports event has attracted sponsorship from various companies aiming to enhance community engagement and brand visibility. This study reviews the role of sponsorship marketing in fostering community participation by examining the event’s sponsorship arrangements, promotional activities, and public reception. The sports event provides an ideal context for understanding how sponsorship initiatives can drive community interaction, enhance local pride, and generate positive social impact (Adebayo, 2023). The research explores different sponsorship models—monetary contributions, in-kind support, and co-branded promotions—and analyzes how these contribute to audience engagement both during and after the event. In addition, the study assesses the extent to which sponsorship marketing influences community perceptions of the sponsoring brands, highlighting both benefits and challenges. Issues such as sponsorship fit, authenticity of the brand’s commitment, and the potential for message dilution are critically evaluated. By employing a mixed-methods approach that combines quantitative surveys and qualitative focus group discussions, the study aims to provide actionable insights into optimizing sponsorship strategies to maximize community engagement and brand impact (Adebayo, 2024).
Statement of the Problem
Despite the growing use of sponsorship marketing in local events, there is limited empirical research on its effectiveness in enhancing community engagement in Lagos. The main challenge is determining whether sponsorship efforts translate into meaningful community involvement or if they are perceived as opportunistic marketing tactics. Factors such as the alignment of the sponsor’s brand values with community interests, the authenticity of the sponsorship, and the clarity of the messaging can all affect outcomes (Adebayo, 2023). This study seeks to address these issues by evaluating how sponsorship marketing influences community participation at a local sports event, thereby identifying key drivers and potential obstacles to effective engagement (Adebayo, 2024).
Objectives of the Study
To evaluate the sponsorship marketing strategies used at the sports event.
To assess their impact on community engagement.
To provide recommendations for enhancing sponsorship effectiveness.
Research Questions
How does sponsorship marketing influence community engagement?
What elements of sponsorship are most valued by the local community?
What challenges limit the effectiveness of sponsorship initiatives?
Significance of the Study
This study is significant as it provides insights into how sponsorship marketing can be leveraged to boost community engagement. The findings will help sponsors and event organizers in Lagos design more effective strategies that resonate with local audiences and contribute positively to community development (Adebayo, 2023).
Scope and Limitations of the Study
The study is limited to one local sports event in Lagos and focuses solely on sponsorship marketing initiatives, excluding other promotional activities.
Definitions of terms
Sponsorship Marketing: The practice of supporting an event or activity in exchange for brand exposure.
Community Engagement: The process of working collaboratively with community members to create a meaningful impact.
Local Sports Event: A community-focused athletic event used as a platform for marketing.
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