Effects of Sponsorship Activity of Sports for All on Corporate Awareness, Corporate Image, and Purchase intention

Abstract

The purpose of this study is to understand the effects of sponsorship activity of sports for all on corporate awareness, corporate image, and purchase intention. Also, based on the drawn results, this study aims to provide the data necessary for the companies that aim to enter the sponsorship market of sports for all.BR First, sponsorship companies of sports for all need to use club activities including club SNS and broadcasting media for local competitions, rather than simple supply of goods to clubs or the activity of putting their corporate logos in uniforms, as the means for promotion, in order to improve corporate awareness.BR Second, to increase corporate image, it is important to improve the images of the clubs of sports for all that entered into sponsorship. Companies need to select well the clubs of sports for all that can attract good image and attention by giving interest and observation steadily to these clubs. As the performance and cohesive force of the clubs of sports for all draw the attention of other organization members of sports for all, natural sponsor exposure is likely to be made online and offline. To enter into sponsorship with the clubs of sports for all, it is necessary to reach them with the attitudes that can give consumers reliability and sincerity from consumers’ point of view, and thereby to make them aware that companies are transparent and sound. In other words, since sponsorship activity of sports for all highly contributes to increasing corporate awareness and corporate image, it should not be overlooked.BR Third, sponsorship activity of sports for all positively affected corporate awareness, corporate image, and purchase intention. In fact, sports sponsorship is easily accessed by companies with a large capital scale. As proved in this study, sponsorship activity of sports for all produced good effects even with the investment of a low cost. Therefore, many small and medium sized companies should be encouraged to participate in the sponsorship activity of sports for all in consideration of their business behavior and finance.BR Fourth, in order to popularize the competitions of various sports for all, it is necessary to activate online platforms such as Youtube and SNS, to make sponsorship of sports for all exposed to the public, and thereby to influence positively corporate awareness, corporate image, and purchase intention, as shown in the results of this study. Therefore, local communities and companies should make active investment and develop content. In doing so, it is possible to increase corporate sales, improve the quality of sports for all, and thus give positive influence on professional sports.