FACULTY OF SPORT SCIENCE AND RECREATION BACHELOR

OF SPORTS MANAGEMENT (HONS.)

SPORT SPONSORSHIP (SRB 551)

INDIVIDUAL ASSIGNMENT:

SPONSORSHIP IN SPORT ARTICLE REVIEW

PREPARED BY:

MOHAMMAD NAJIB BIN MOHAMMAD

YAZID

2019694072

GROUP :

NSRB6A

PREPARED FOR:

MOHAMMAD ALI KIMIK

DATE OF SUBMISSION:

25TH JUNE 2022

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 Table Of Content

Introduction __________________________________________________________________ 3
Discussion ___________________________________________________________________ 3
Conclusion ___________________________________________________________________ 4
Layout and Organization ________________________________________________________5
References ___________________________________________________________________ 6
Appendix ____________________________________________________________________ 7

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 Introduction

Sports sponsorship is a marketing technique that is powerful and impactful; it is an association

between the sponsor, which is a company, and the sponsor and sports club or event (Muchemi, 2021). The
main objective of sponsorship is an equation in the partnership; here, the sponsor aims to generate
awareness of the brand and loyalty to the customer, whereas the sponsee finds a financing source.
Sponsorship is done to gain publicity and increase sales and brand popularity. An example of sponsorship
can be done by critically reviewing an article where the sponsor is MRF Tyres, which sponsored the
international cricket world cup of 2019 written by Dhyani (2019).

This assignment aims to critically review the sponsorship in sports based on the article and
discuss the major points that are included.

Discussion

According to the author Dhyani (2019), India is the biggest cricket market, and the majority of
sponsorship comes from the Indian market when it comes to the ICC world cup; based on the article, the
International Cricket Council lined up 20 brands out of which 6 were from India as the commercial
partner for World cup that held in England and Wales. MRF Tyres was also one of the official sponsors
that were commercially associated for world cup 2019. Other than this, two other Indian brands were
Kent RO and Amul, marked present in the world cup during May 30-July 14 as a sponsor of Sri Lanka
and Afghanistan. India has the largest viewership for the ICC world cup as it is the Olympic for formal
cricket. Many international brands such as Japanese automobile company Nissan, china smartphone
companies like Oppo, Australian Winery Wolf Blass, swiss bank, Coca-Cola, and many more sponsor the
ICC world cup, but India remains a star sports entity. The author states that the World cup is the best gate
to money that can be generated from Indian matches.

According to the authors, Rogic, Misnic, Radonjic & Djurisic (2020), sponsorship is the fastest
growing market and proves a successful communication channel between the sponsorship and the field of
sport. The event or the sport is directly related to the sponsorship as the brand can increase its awareness
among the customers, and the sports event can get financier. To create brand awareness, the two measures
of recall and recognition are commonly used. To recall the name of a brand, it is most likely to state the
name of the brand from the customer's memory, and recognition is to understand the exposure and brand

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value of the company, so sponsorship is done to make the customer recognize the brand from the top of
the mind.

As the author Purohit (2019) stated that women and men tend to engage in different kinds of
sports based on the physical activity of the sport. The major viewership of the cricket is mainly men, and
the viewership pattern of the men and women are devastating is analysis is done. The ICC world cup is a
factor that motivates the viewership with fan identification, and sponsorship is done based on
broadcasting its products to the fans. For the ICC world cup, the viewership of men and women is almost
equal to the fanship as television sports viewing experience increases and India has become the multi-
sport viewing nation, and this is the reason the popularity of sports increases, and so the sponsorships are
done to increase the awareness of the product.

Similarly, according to the authors Ullah, Ullah & Mahreen (2021), sponsorship activity is a cask
and kind of fee paid to property or event to commercial associate a potential brand awareness with the
property. It influences the future cash flows, and the positive side of the sponsorship helps the brand to
build its image and wellness among the customers; it plays a critical role in advertising the product and
job management. Globally, sponsoring a sport is very expensive and helps increase the stock trades at
their fair value. Sponsorship is accepted as an exchange theory by providing finance and support to the
sport in return for advertising their brand as their privileged and specified rights and retailing their goods.
This theory is based on three principles, rationality, marginal utility, and fair exchange, to specify the
goals and reward.

Conclusion

This assignment concludes that sponsoring a sports event is directly dependent on each other;
many brands that work globally and want to create awareness about its product and services can be done
by funding the sports like ICC World cup, as the viewership of sports cricket is immense and in India
majority of people watch cricket matches. Major sponsors of Indian and international brands invest in
sports where viewership is high. Although the article was good as it shows how financing an event is
equally important to the brand awareness which will help the customer to fulfill its need and through
sports customers or the viewers can be entertained.

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Layout and Organization

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 References

Dhyani, K. (2019). ICC World Cup 2019: Not surprisingly major sponsorship comes from India | Inside
Sport India. Retrieved 22 June 2022, from https://www.insidesport.in/world-cup-2019-india-
accounts-for-30-of-iccs-commercial-partners/

Muchemi, L. M. L. (2021). Brand Awareness Through Sports Sponsorship: Assessing Family Bank's
Eldoret Half Marathon. Retrieved 22 June 2022, from https://www.researchgate.net/profile/Leah-
Muchemi/publication/352711488_Brand_awareness_through_sports_Sponsorship_Assessing_Fa
mily_Bank's_Eldoret_Half_Marathon_Journal_of_Marketing_and_Consumer_Research_wwwiist
eorg_ISSN/links/60d49b36a6fdcc75a25045d0/Brand-awareness-through-sports-Sponsorship-
Assessing-Family-Banks-Eldoret-Half-Marathon-Journal-of-Marketing-and-Consumer-Research-
wwwiisteorg-ISSN.pdf

Purohit, U. Impact of Gender of the Players on the Viewership of Sports in India: A Case study of ICC
World Cup Tournaments. Retrieved 22 June 2022, from https://www.iismworld.com/wp-
content/uploads/2020/12/Sarj2.pdf

Rogic, S., Misnic, N., Radonjic, M., &Djurisic, V. (2020). Testing Sponsorship Recall and Recognition
after the Games of the Small States of Europe–Montenegro 2019. Sport Mont, 18(2), 33-39.
Retrieved 22 June 2022, from
https://pdfs.semanticscholar.org/407c/e62f258df3772d414fff1e913cdd804088ee.pdf

Ullah, F., Ullah, H., &Mahreen, F. (2021). Sponsorships in Sports events and stock price behavior:
Evidence from Pakistan Super League. City University Research Journal, 11(2). Retrieved 22
June 2022, from http://cusitjournals.com/index.php/CURJ/article/view/314

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Appendix