Driving Brand Success through Sports Sponsorship: Strategic Insights, Challenges, and Opportunities in Emerging Markets

Cem Tinaz

Abstract


Traditional methods of sports sponsorship have given way to more complex, multidimensional approaches that take advantage of media attention and appeal to the emotional bond that exists between sports and fans. Nevertheless, most previous research has concentrated on developed markets, leaving a knowledge vacuum regarding sponsorship in emerging nations. To close this gap, this study examines sponsorship management from the viewpoints of agencies, sponsees, and sponsors involved in the Turkish sports industry. The study examines how businesses can use sports sponsorship as a strategic marketing tool to increase consumer engagement, brand awareness, and visibility. Important background elements like unstable economies, underdeveloped sports infrastructures, and government intervention are discussed, along with the sponsorship opportunities and challenges they pose. Utilising a qualitative methodology, the study conducts in-depth interviews with significant stakeholders to examine decision-making procedures, crucial success elements, and the quantifiable influence of sponsorships. The results indicate that improving sponsorship effectiveness requires long-term partnerships, stakeholder alignment, and digital engagement. The study adds to the body of knowledge on sponsorship by providing insights into the intricate dynamics of sponsorship management in emerging markets, where political involvement and economic volatility play critical roles.

Keywords


Bibliometrics; Physical Literacy; Indonesia; VOSviewer

Full Text:

PDF

References


Apostolopoulou, A., & Papadimitriou, D. (2004). "Welcome Home": Motivations and Objectives of the 2004 Grand National Olympic Sponsors. Sport Marketing

Quarterly, 13(4).

Babiak, K., & Thibault, L. (2009). Challenges in multiple cross-sector partnerships. Nonprofit and voluntary sector quarterly, 38(1), 117-143.

Baert, P. (2016). Philosophy of the social sciences: Towards pragmatism. Polity Press, Cambridge.

Boronczyk, F., & Breuer, C. (2021). The company you keep: Brand image transfer in concurrent event sponsorship. Journal of Business Research, 124, 739-747.

Chadwick, S., & Thwaites, D. (2005). Managing sport sponsorship programs: Lessons from a critical assessment of English soccer. Journal of Advertising Research, 45(3), 328-338.

Chanavat, N., Martinent, G., & Ferrand, A. (2009). Brand Image Transfer in Sports Sponsorship: A Case Study. European Sport Management Quarterly, 9(1), 47-66.

Chanavat, N., Martinent, G., & Ferrand, A. (2010). Brand Image and Sports Sponsorship. Journal of Business Research, 63(9-10), 923-929.

Clark, J., Cornwell, T. B., & Pruitt, S. W. (2009). The Impact of Title Event Sponsorship Announcements on Shareholder Wealth. Marketing Letters, 20(2), 169-182.

Cliffe, S., & Motion, J. (2005). Building Contemporary Brands through Sponsorship: An Examination of the Synergy between Sponsorship and Brand Management. Journal of Marketing Communications, 11(1), 19-35.

Cornwell, T. B. (2008). State of the Art and Science in Sponsorship-linked Marketing. Journal of Advertising, 37(3), 41-55.

Cornwell, T. B., & Kwon, Y. (2019). Sponsorship-linked marketing: Research surpluses and shortages. Journal of the Academy of Marketing Science, 48, 607-635.

Cunningham, G. B., Cornwell, T. B., & Coote, L. V. (2009). Individual and Group Decisions in Sponsorship: Group Process Influences on Sponsorship Decision-Making. Journal of Sport Management, 23(1), 54-72.

Farrelly, F., & Quester, P. (2005). Examining Important Relationship Quality Constructs of the Focal Sponsorship Exchange. Industrial Marketing Management, 34(3), 211-219.

Greenhalgh, G., & Greenwell, T. C. (2013). What's in It for Me? An Investigation of North American Professional Niche Sport Sponsorship Objectives. Sport Marketing

Quarterly, 22(2).

Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field methods, 18(1), 59-82.

Gwinner, K., & Bennett, G. (2008). The impact of brand cohesiveness and sport identification on brand fit in a sponsorship context. Journal of Sport Management, 22(4), 410-426.

Gwinner, K. P., Larson, B. V., & Swanson, S. R. (2009). Image transfer in corporate event sponsorship: Assessing the impact of team identification and event-sponsor fit. International Journal of Management and Marketing Research, 2(1), 1-15.

Han, S., Choi, J., Kim, H., Davis, J. A., & Lee, K. Y. (2013). The effectiveness of image congruence and the moderating effects of sponsor motive and cheering event fit in sponsorship. International Journal of Advertising, 32(2), 301-317.

Jensen, J. A., & Cornwell, T. B. (2017). Why Sponsorships Fail. Journal of Advertising Research, 57(4), 455-467.

Jones, I. (2015). Research Methods for Sports Studies (3rd ed.), Routledge, New York.

Khan, S. N., Yusoff, R. M., & Hassan, H. (2013). Attitudes toward Sponsorship and Positive Citizenship Behaviors. International Journal of Marketing Studies, 5(4), 85-95.

Knott, B., & Tinaz, C. (2022). The legacy of sport events for emerging nations. Frontiers in Sports and Active Living, 4, 926334.

Kim, C., & Heere, B. (2012). Consumers from Emerging Markets: Perceptions and Attitudes Toward Global Sporting Brands. Sport Marketing Quarterly, 21(1).

Lee, S., & Ross, S. D. (2012). Sport Sponsorship Decision-Making in Small Businesses. Journal of Small Business and Enterprise Development, 19(4), 711-727.

Long, J., Sanderson, I., & Taylor, P. (2004). Evaluating Sponsorship Relationships: A Longitudinal Study. Journal of Marketing Management, 20(7-8), 927-938.

Lough, N. L., & Irwin, R. L. (2001). A Comparative Analysis of Sponsorship Objectives for US Women's Sport and Traditional Sport Sponsorship. Sport Marketing Quarterly, 10(4).

Meenaghan, T. (1991). The role of sponsorship in the marketing communications mix. International Journal of Advertising, 10(1), 35-47.

Meenaghan, T., McLoughlin, D., & McCormack, A. (2013). New challenges in sponsorship evaluation actors, new media, and the context of praxis. Psychology & Marketing, 30(5), 444-460.

Miles, M.B., Huberman, A.M. and Saldana, J. (2014) Qualitative Data Analysis: A Methods Sourcebook. Sage, London.

Radicchi, E. (2014). Sports sponsorship evolution in the economic recession: Analytical evidence from empirical cases. Physical culture and sport. Studies and research, 61(1), 51-64.

Ivens, B., Riedmueller, F., & van Dyck, P. (2020). Success factors in managing the sponsor– sponsee relationship—a fuzzy-set qualitative comparative analysis for state-owned enterprises in Germany. International Journal of Sports Marketing and

Sponsorship, 21(4), 577-596.

O'Reilly, N., & Madill, J. (2012). The Role and Impact of External Partners in Sport Sponsorship Decision-Making. European Sport Management Quarterly, 12(1), 23-47.

Otker, T. (1988). Exploitation: The key to sponsorship success. European Research, 16(2), 7786.

Papadimitriou, D., Apostolopoulou, A., & Dounis, T. (2008). The Impact of Sport Sponsorship on Brand Image and Purchase Intention: The Case of Vodafone Greece. Journal of Sport Management, 22(2), 317-335.

Rust, R. T., & Oliver, R. W. (1994). The Death of Advertising. Journal of Advertising, 23(4), 7180.

Schönberner J., Woratschek, H., & Buser, M. (2020). Understanding sport sponsorship decision-making: An exploration of the roles and power bases in the sponsors' buying center. European Sport Management Quarterly, 20(4), 407-425.

Seguin, B., Teed, K., & O'Reilly, N. J. (2005). National sports organisations and sponsorship: an identification of best practices. International journal of sport Management and marketing, 1(1-2), 69-92.

Sung, B., Phau, I., Cheah, I., & Teah, K. (2020). Critical success factors of public health sponsorship in Australia. Health promotion international, 35(1), 42-49.

Tinaz, C. (2011). Türkiye’de sponsorluk etkisinin kontrolü ve farklı ölçüm tekniklerine göre durumun değerlendirilmesi (Doctoral dissertation, Marmara Universitesi (Turkey)).

Tinaz, C., Turco, D. M., & Salisbury, P. (2014). Sport policy in Turkey. International journal of sport policy and politics, 6(3), 533-545.

Walliser, B. (2003). An International Review of Sponsorship Research: Extension and Update.

International Journal of Advertising, 22(1), 5-40.

Weeks, C. S., Cornwell, T. B., & Drennan, J. C. (2008). Leveraging sponsorships on the Internet: Activation, congruence, and articulation. Psychology & Marketing, 25(7), 637-654.




DOI: https://doi.org/10.17509/ajsdp.v4i2.74325

Refbacks

  • There are currently no refbacks.


View My Stats