چکیده:
Nowadays sponsorship is an important part of sports events. Sports sponsorship offers more benefits, more variety and also it’s a more powerful form of marketing. In general, sponsorship holds a unique position in the marketing mix because it is effective in building brand awareness, provides different marketing platforms and valuable networking and hospitality opportunities. Sponsorship marketing efforts can be influenced by culture. Especially when global sponsorship in sports which refers to sports events in different countries with different cultures, is under consideration. In such situations, sponsorship aspects can be affected by cultural obligations which are discussed in this article
خلاصه ماشینی:
KEY WORDS: Sports, Sponsorship, Culture, Society, Social Norms, Social Values, Organizational Culture, Advertisement, Symbols, Religion, Media, Sponsors, Brand Image, Athlete, Social Image, Sexuality, Digital Transformation.
Culture and its components play very important roles in sponsorship success, such that in some countries some corporations are not allowed to sponsor sports events, including alcohol drinks in Islamic countries or even some sort of advertisement presentation methods should be changed according to the host country’s values, i.
This further increases the incentives for companies to invest in sport sponsorship, as the advertising campaigns implemented in collaboration with the sponsored events or clubs achieve better returns in terms of brand exposure and awareness, especially considering also the exponential potential of social media (43).
On the one hand, the global reach of sport and the connected penetration of new emerging markets, leading also to the organization of mega-events in new regions, require a strong adherence to the local values and habits; on the other hand, the diffusion of unhealthy behavioral trends linked with the promotion of alcohol, junk food, gambling and the will of the governments to tackle them should persuade sponsoring companies operating in these sectors to consider less aggressive advertising campaigns or to rely on other elements of the marketing communication mix.
As noted by Irwin, Sutton and McCarthy (2008), because corporate marketers often see value in associating with sport organizations, teams, players or events, they use and leverage sponsorship as a means to create awareness, develop brand image, and earn sport consumer loyalty (51).