The Impact of Sports Event Sponsorship Marketing on Corporate Brand Image in the Social Media Era

Journal: Modern Economics & Management Forum DOI: 10.32629/memf.v4i6.1501

Fangzhe Liao

Business School of Jiangxi Normal University, Nanchang 330022, Jiangxi, China

Abstract

Sports sponsorship marketing in the social media era has an important impact on corporate brand image. It can enhance brand awareness, build brand association and identity, increase customer trust and loyalty, and convey brand values. However, companies also need to deal with negative communication, fierce market competition and evolving consumer expectations. Therefore, understanding the impact of sports sponsorship marketing on corporate brand image, setting clear objectives and strategies, choosing the right partners, and building authentic and meaningful connections with consumers, is crucial for companies to maintain a competitive edge in the age of social media.

Keywords

sports event sponsorship, event marketing, brand image

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