Research On The Impact Of Sports Event Sponsorship Marketing On Sponsor Brand Association

Since entering the new era,with the rapid development of sports events in our country,the event sponsorship market has also accelerated its expansion.More and more companies take advantage of this opportunity to realize their business goals through the event sponsorship platform.Sponsorship has gradually become a key marketing strategy for companies to create product differentiation and increase market share.Sports event sponsorship has also become one of the important marketing methods for companies.Because motivating consumers’ brand association is an important function of sponsorship marketing,enhancing brand association has become the primary goal of enterprises for sponsorship marketing of sports events.However,due to the uncertainty of the sponsorship of sports events,many companies have not achieved the expected sponsorship effect after investing huge amounts of sponsorship fees.Therefore,it is necessary to analyze the effectiveness of sports event sponsorship marketing from the perspective of brand association,but the internal mechanism of the influence of sports event sponsorship marketing on brand association remains to be studied.This research uses a combination of qualitative and quantitative methods.Based on reviewing and sorting out relevant domestic and foreign literature on sports sponsorship marketing,consumer brand attitudes,and brand associations,this research uses the association network memory model and the fine processing possibility model as the theoretical basis.,To clarify the influencing factors of sports sponsorship marketing on sponsor brand association.Taking competition awareness,consumer involvement,and sponsorship matching as independent variables,brand association as the dependent variable,and consumer brand attitude as the intermediary variable,a model of the influence mechanism of sports event sponsorship marketing on sponsor brand association is constructed.This study selects the Shanghai International Marathon as the researched event,designs a questionnaire based on the maturity scale of the predecessors,investigates the contestants and audience groups of the event,and uses SPSS20.0 software for mathematical statistics and analysis to test the model Related research hypotheses.The main research conclusions include: 1)Sports sponsorship marketing has a significant positive impact on consumer brand attitudes.Among them,sponsorship matching has the greatest impact on consumer brand attitudes,followed by competition awareness and consumer involvement.2)Sponsorship matching and consumer involvement in sports event sponsorship marketing both have a significant positive influence on brand Lenovo,and from the perspective of the degree of influence,sponsorship matching is higher than consumer involvement.3)Both dimensions of consumer brand attitude have a significant positive influence on brand associations,and the influence of brand emotional attitude is greater than brand cognitive attitude.4)Consumer brand attitudes play an intermediary role in the influence of sports event sponsorship marketing on brand associations.5)Different genders,ages,education backgrounds and sponsorship categories have different degrees of differences in sports sponsorship marketing,consumer brand attitudes and brand associations.In response to the above research conclusions,,this research put forward the following research enlightenment: 1)Regarding sponsorship matching as the primary consideration in the implementation of event sponsorship marketing.2)A comprehensive evaluation of the quality of the event should be carried out when selecting a sponsored event.3)Carry out integrated marketing around sponsorship rights to stimulate consumers’ two-dimensional brand attitude.4)Pay attention to event sponsorship marketing and enhance the long-term and systematic nature of brand association.5)Event sponsorship should be differentiated marketing based on different demographics.