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In this research, the effectiveness is defined by the success of a sponsorship program to capture the audience attention in elevating the brand power and brand image. Today, a large number of events are using sponsorship support to offer more exciting programs and to help defray rising costs. Sponsorship allows companies to reach specifically targeted niche markets without any waste. Sponsorship offers the possibility of achieving several goals at once. Just like attendance profiles, marketing opportunities or media coverage, this rich emotional content of sport events may affect sponsors’ return on investment. Most sponsorship deals involve long-term relationship. The visibility of sponsorship is bound to affect the image of the company as surely as the company’s logo and livery. Subsequently, an unpleasant thought-out sponsorship may deliver no effect or in certain case scenario it may backfire the sponsorship return on investment. The purpose of this quantitative study is to understand the effectiveness of Kia Motors sponsoring The FIFA World Cup 2010 to enhance branding. From the result of this research, it is clear that Congruence between Sponsor and Sponsored Object, Sponsored Object Category Involvement, Sponsor Category Involvement, Sponsorship Attitude helps the sponsorship program of Kia sponsoring The FIFA World Cup 2010 to be effective. Some of the respondent has also give a good opinion that sponsorship creates a better atmosphere in a sports competition as well as it is a colorful to the sport competition. It is good that Kia have chosen the World Cup as a sponsorship medium because it leads to a successful and effective sponsorship program. Key Words: sponsorship , marketing , effectiveness