The Impact of Sports Event Sponsorship Marketing on Corporate Brand Image in the Social Media Era

Abstract

Sports sponsorship marketing in the social media era has an important impact on corporate brand image. It can enhance brand awareness, build brand association and identity, increase customer trust and loyalty, and convey brand values. However, companies also need to deal with negative communication, fierce market competition and evolving consumer expectations. Therefore, understanding the impact of sports sponsorship marketing on corporate brand image, setting clear objectives and strategies, choosing the right partners, and building authentic and meaningful connections with consumers, is crucial for companies to maintain a competitive edge in the age of social media.