Abstract
This study investigates the impact of the Koyappa Football Tournament 2023 on brand awareness among viewers. Sporting events have long been recognized as effective platforms for advertisers to enhance brand visibility. The research employs a mixed-methods approach, combining quantitative analysis through surveys with qualitative insights gathered from interviews and focus group discussions. Key objectives include assessing the level of brand awareness generated by advertisers during the tournament, understanding the factors influencing viewers' brand recall, and exploring the effectiveness of specific advertising strategies. The findings aim to provide advertisers, marketers, and tournament organizers with actionable insights into the effectiveness of sports sponsorships in building and sustaining brand awareness.
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