Abstract:
Abstract: Sport has always represented a huge profit-driver for brands all around the world. Let’s think for one moment at one of the most classical examples: a football match. Have you ever attended a game where you didn’t come across a famous brand? I bet you really have to struggle to find a similar episode. As a matter of fact, every week we are bombarded with multiple logos while watching a game. And the reason is simple: companies see in these events the chance to gain visibility in front of a large audience with disposable income and high purchase power. Also, since they are addressing fans that identify themselves with one team, leveraging their loyalty brings tangible and long-term competitive advantage. With the vigorous development of sports sponsorship market, sports sponsorship has increasingly become an important means of communication to enhance the image of enterprises and highly achieve the enterprise goals. Based on the analysis of the sports sponsorship effectiveness and the impact factors of sports sponsorship effectiveness, this paper establishes the sports sponsorship effectiveness evaluation mode from three perspectives, that is, from customers’ perspective, from cooperative perspective, from social benefits perspective.
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