The Impact of Social Media and The Presence of Fans at A Sports Event to Attract Private Sector Sponsors

Leila Nazari,Leila Shabazpor,Mohammad Saeid Kiani

doi:10.15294/active.v9i2.38117

Leila Nazari, Leila Shabazpor + Show 1 more

Open Access

https://doi.org/10.15294/active.v9i2.38117

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Abstract

The purpose of the present study was to investigate the impact of social media and the presence of fans at a sporting event to attract private sector sponsors. In the present study, in order to investigate the impact of social media and the presence of fans on a sports event in attracting private sector sponsors, the role of new media on how sports sponsors interact and the presence of spectators at sporting events is influenced by the extent to which sponsors participate in events. A review of research on sports media has been used since 2007, given that the category of new media is a new concept in sponsorship. This research seeks to achieve such results by reviewing the research conducted over that timeframe. Sponsorship appeared initially during the early 70s in England in sports and other industries. It subsequently developed in Western countries in the early 90s, experiencing a real boom. Thus, a new term has emerged: sponsorship (sponsorship in French) Indeed to define the word sponsorship (sponsorship and sponsorship will be used as a single term), it is therefore necessary to study precisely the work. It defines sponsorship as a financial investment or materials on an activity, person, or event and having access to a potential communication associated with this activity, person, or event. As a result, Minwan said, the greater the audience participation and the presence of sports media in a sporting event, the greater the attraction of private sponsorship in Moore

Highlights

Sponsorship appeared initially during the early 70s in England in sports and other industries
Initiatives can be taken as the creation of a specific event or sponsoring exclusive sponsorship to prevent ambush marketing operations events sponsored by competitors (Fuchs, 2019)
We have seen that the sponsorship is part of the corporate communications mix; a synergy of efforts for optimum investment advice is for integrated communication approach

Summary

Introduction

Sponsorship appeared initially during the early 70s in England in sports and other industries. According to Boistel (2004), sponsorship is either the communication strategy of the brand product or of the corporate strategy of the company In reality, it is something else; in terms of effect in marketing departments, marketing manager exerts pressure on managers in their decision making sponsorship and, integration of sponsorship into the mix communicative. For a more interesting impact, sponsorship must be integrated with other elements of the communication mix It cannot replace other methods of marketing communication, such as advertising, sales promotion, public relations, or communications by the event, but it is a tool that complements them. Sponsorship remains, first and foremost, complementary media, which only allows passing a message to a given target It cannot, replace other traditional communication techniques that have a better assessment to measure their efficiencies. Of the $ 5.1 billion in international events, 47% were from the 2014 World Cup and 31% from marketing and sponsorship deals (FIFA 2015)

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