Aparna

Sports sponsorship is an effective marketing strategy which has immense utilization in today’s marketing scenario by companies to gain brand recognition through sponsoring sports events, tournaments and team sponsorship. When there is similarity between the brand and the sport event, it has maximum effectiveness on the audience. In order to have effective brand enhancement, the sponsorship must define the objective primarily i.e. what exactly do you wish to achieve through it, hypothetical goals must not be set as target and there must be proper measurement of the sponsorship to understand the effectiveness. One of the major advantage with sports sponsorship is that it has the potential of creating new association with the brand and the audience’s mind. It builds perception on how consumers see your brand, enforcing loyalty for the brand and inducing trust values. Since there is mass audience viewing these events, it has the potential of reaching new audience who eit