Effectiveness of sport sponsorship in Southeast Asian (SEA Games) 2015
Seah, Yu Hong
Date of Issue2016
Over the years, sports sponsorship dollars in the Asia-Pacific region has increased exponentially, highlighting the prominent presence of sports sponsorship in the business world today. Despite the bountiful sponsorship dollars invested, the effectiveness of sports sponsorship still remains a topic of debate as increasing number of sports marketers and brands (i.e. sponsors) attempts to measure their return on investments. Hence, the purpose of this study is to investigate the effectiveness of sports sponsorship in Southeast Asian (SEA) Games 2015 by assessing consumers’ brand awareness, specifically brand recall of the event sponsors, as well as their purchase intention towards the event sponsors’ products/services, while also considering their level of sports involvement. Questionnaire focusing on brand recall and purchase intention was conducted on 168 respondents via random sampling at two local MRT Stations while t-tests were employed to analyse certain data thereafter. The general results of this study suggested that sports sponsorship of regional sporting events can be as effective in terms of positive brand recall and greater degree of purchase intention towards sponsors’ products/services, as those of international sporting events, especially amongst the population characterized by high level of sports involvement, albeit not as effective on the purchase intention amongst the general population. However, as convenience sampling is employed for this study, results gathered should not be generalized and extrapolated onto general population. Randomized sampling design could be adopted for future studies. Findings in this study can be adapted by sports-marketers, brands/sponsors and event organisers to establish effective marketing approaches via sports sponsorship.
Final Year Project (FYP)