The Impact of Sports Sponsorships on Brand Equity

As a result, sponsorship has become a common trend in marketing. Many organizations spend a lot of money on sponsorship as a vehicle for marketing relative to advertising and sales compared to previous times. There is an intuitive value that companies attach to the idea of linking their brand with world-known celebrities or events to the reaching of their potential customers (Ukman 2015). It is, however, imperative to note that there is a significant difference in the mode of execution. Precisely, many companies differentiate their brands substantially through the type of sponsorship deal involved, which can either be good, medium or bad. III. Sponsorship and Marketing Communication. Sponsorship theory can be understood clearly by critically examining the communication theory and how different companies adopt it as a tool for marketing.