Analyzing the Impact of Sports Sponsorships from a Corporate Viewpoint

Academic Level at Time of Presentation

Senior

Major

Public Relations

Minor

Humanities

2nd Student Major

Undeclared

2nd Student Minor

undeclared

List all Project Mentors & Advisor(s)

Dr. Melony Shemberger

Presentation Format

Oral Presentation

Abstract/Description

This research explores how branding partnerships between corporations and sports organizations influence consumer behavior, corporate outcomes, and long-term brand loyalty. By examining real-world case studies, such as Coca-Cola’s long-time partnership with the Olympic Games, this study highlights the strategic importance of aligning brand values and marketing objectives between both parties. The theoretical framework draws upon framing theory, cultivation theory, and social identity theory to analyze how sponsorships are perceived, maintained, and strengthened over time. These perspectives reveal that effective branding partnerships rely on logical framing, consistent media presence, and emotional consumer identification. Overall, this research emphasizes that successful sponsorships are those that not only enhance visibility but also create meaningful and lasting connections between brands and their audiences.

Fall Scholars Week 2025

JMC 384

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Analyzing the Impact of Sports Sponsorships from a Corporate Viewpoint

This research explores how branding partnerships between corporations and sports organizations influence consumer behavior, corporate outcomes, and long-term brand loyalty. By examining real-world case studies, such as Coca-Cola’s long-time partnership with the Olympic Games, this study highlights the strategic importance of aligning brand values and marketing objectives between both parties. The theoretical framework draws upon framing theory, cultivation theory, and social identity theory to analyze how sponsorships are perceived, maintained, and strengthened over time. These perspectives reveal that effective branding partnerships rely on logical framing, consistent media presence, and emotional consumer identification. Overall, this research emphasizes that successful sponsorships are those that not only enhance visibility but also create meaningful and lasting connections between brands and their audiences.