Sponsorship Marketing: A Theoretical Link Between Sports Marketing and Brand Awareness of Business Organizations in Nigeria

Abstract

Obviously, records have shown the huge success of sponsorship marketing in the past few years but some companies are still left behind which could be as a result inappropriate information on how to invest in sports sponsorship. Sponsorship marketing as an event marketing concept have been found by scholars to have been in existence over 70 years ago still yet it lacks clear theoretical foundation. The paper is aimed at providing a theoretical link between sports marketing and brand awareness of business organization in Nigeria. Findings reveal that a peep theoretical and empirical review shows that several findings agree that sponsorship marketing has a positive impact on brand awareness of business organizations and there are factors that could hinder the success such as sponsorship clutter. The study concludes that there is need to carry out and empirical study to see if the result varies in Nigeria.

Keywords: Sports Marketing, Sponsorship Marketing, Brand Awareness. Introduction