The Role of Culture in Sports Sponsorship: an Update

Keshkar, S and Lawrence, I and Dodds, M and Morris, E and Mahoney, T and Heisey, K and Addesa, FA and Hedlund, D and Dickson, G and Ghasemi, H and Faruq, A and Naylor, M and Santomier, JJ (2018) The Role of Culture in Sports Sponsorship: an Update. Annals of Applied Sport Science, 7 (1). ISSN 2322-4479 DOI: https://doi.org/10.29252/aassjournal.7.1.57

Abstract

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.

Identification Number:	https://doi.org/10.29252/aassjournal.7.1.57
Status:	Published
Refereed:	Yes
Publisher:	Parsan Sport Scholars Organization (PSS)
Additional Information:	License specified on homepage 16/04/19
Depositing User (symplectic)	Deposited by Addesa, Francesco
Date Deposited:	29 Oct 2018 16:51
Last Modified:	23 Feb 2022 10:56
Item Type:	Article