This thesis investigates how sports sponsorship, particularly Olympic sponsorship, influences brand awareness and perception for B2B companies and the diverse effects that can arise within such activation. It begins with a detailed analysis of relevant theories and concepts, emphasizing the impact of sports sponsorship on brand metrics and the strategic challenges sponsor organisations face. The research methodology employs qualitative and quantitative data from secondary case studies. It leverages case studies of B2C giant Coca-Cola and B2B company Atos to provide comparative insights and real-world implementation of theoretical frameworks. The research addresses four main questions concerning the effects of sports sponsorship on brand visibility, brand perception, specific risks and challenges, and the strategic measures necessary for optimizing sponsorship outcomes. Sports sponsorship can enhance brand visibility and customer engagement. Through its longstanding Olympic sponsorship, Coca-Cola has achieved significant brand recall and recognition as an Olympic partner, securing a competitive edge in a saturated market. However, Atos, despite its long-term involvement in the Olympics, needs more brand awareness among end-consumers. This result is explained by the focus on the B2B audience and also less engaging sponsorship activities, which limit customer awareness. The impact on brand perception is mixed. While sponsorship can enhance brand perception by aligning with the positive values of the sponsee and showcasing sponsor capabilities, it can also be blemished by negative perceptions and controversies, such as those encountered by Atos due to operational issues. The research indicates that sports sponsorship can effectively enhance B2B brand awareness and perception when strategically considered and improving factors are effectively leveraged. The study also identifies several risks and challenges associated with sports sponsorship for B2B companies, including brand alignment, broad visibility, public and media outrage, and operational and financial risks and challenges. B2B companies encounter unique challenges like limited endcustomer engagement and complexities in managing sponsorship impact at a broader consumer level. To maximize positive outcomes, companies must employ strategic planning that includes active engagement, clear brand alignment with the event, comprehensive risk management plans, adaptability to crises, strategic media handling and timely crisis response. This study acknowledges limitations such as the lack of primary surveys assessing brand recall and recognition dynamically, and the non-disclosure of detailed information from companies and the Olympic Committee. Further studies should be conducted using primary data and a broader set of case studies to enhance the understanding of sports sponsorship's impact on B2B brand awareness and perception. Investigating the role of digital engagement in sponsorship effectiveness could provide deeper insights into effective sports sponsorship strategies for B2B companies. For B2B managers, this study highlights the importance of integrating sports sponsorship into overall marketing strategies, suggesting that successful sponsorship requires alignment with company values and engagement during events. Due to potential negative publicity and operational mishaps, this study also emphasizes the importance of B2B companies establishing robust crisis management strategies and scenario planning.
How B2B company integration into sport events and sport sponsorships affects brand awareness and perception: unravelling varied effects, and navigating of potential risks and challenges
Shushura, A. (Autor). 2024
Studienabschlussarbeit: Bachelorarbeit