Revision with unchanged content. This study examines the impact of
sport sponsorship on consumer perception and the way in which it
impacts on the relationship with the customer in a
business-to-business (b2b) situation. The potential to enhance or
change brand image and increase awareness through sport sponsorship
is well recognised. However, it is often criticised for not being
implemented strategically despite the investment required. In
addition, available literature fails to distinguish between b2b and
b2c despite the fact that motives for the two different
relationships often differ significantly. Consequently this study
investigates the aims, effects and strategies of sport sponsorship
in order to achieve specific corporate marketing objectives. The
research is centred on a German b2b company with the aim of
developing insights and conclusions on the b2b segment generally.
This research study identifies the use of sport sponsorship as a
way in which it is used to both create image and intensify customer
relationships through emotion and discusses how companies might
wish to consider sport sponsorship as part of their overall
marketing strategy. This research would be of interest to anyone
involved or wishing to be involved in either the academic or
practicing field of b2b sport sponsorship, particularly those in
determination and design of coporate strategy.
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