The Role of Culture in Sports Sponsorship: an Update

Keshkar, Sara; Lawrence, Ian; Dodds, Mark; Morris, Erin; Mahoney, Tara; Heisey, Kevin; Addesa, Francesco; Hedlund, David P.; Dickson, Geoff; Ghasemi, Hamid; Faruq, Abdullah Al; Naylor, Michael; Santomier, James

doi:10.29252/aassjournal.7.1.57

Cited by 13 publications

(14 citation statements)

References 67 publications

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“…It has the power to inspire. It has the power to unite people in a way that no one else does [28]. For Indonesian people in general, sport is not yet a good opportunity to guarantee life.…”

Section: Interpreting Sports In the Culture Of Islamic Society In mentioning

confidence: 99%

Sports in Indonesian Islamic Community Culture

Sofyan¹,

Saputra²,

Nurihsan³

et al. 2021

Proceedings of the 1st Paris Van Java International Seminar on Health, Economics, Social Science and Humanities (PVJ-ISHESSH 20

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History records that sport has become an important part of Muslim civilization, but it is covered by the notion that the development of sports only originates from the civilization of the Western world. The danger that may arise from this assumption is that it creates superiority in the character and culture of European nations, simultaneously causing inferiority to the character of other nations, especially Muslims. Sports in Islam is synonymous with training the body, mind and spirit. Indonesia as a country with the largest number of Muslims in the world, of course, Islamic culture is thick in everyday life, including in the activity of sports. The purpose of this article is to explore the culture of the Islamic community in Indonesia in relation to sports. This article uses a qualitative descriptive method to support the achievement of the objectives of this article.

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“…It has the power to inspire. It has the power to unite people in a way that no one else does [28]. For Indonesian people in general, sport is not yet a good opportunity to guarantee life.…”

Section: Interpreting Sports In the Culture Of Islamic Society In mentioning

confidence: 99%

Sports in Indonesian Islamic Community Culture

Sofyan¹,

Saputra²,

Nurihsan³

et al. 2021

Proceedings of the 1st Paris Van Java International Seminar on Health, Economics, Social Science and Humanities (PVJ-ISHESSH 20

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“…Erdogan and Kitchen (1998) add that sponsorship is a practice promotes the company and its brand interests by connecting with an important event for society. The sponsorship has many types such as cash, physical or logistical payments provided by the company to the sponsored team and in a different way of the original mission of such company in the marketplace (Keshkar et al, 2018) so sports sponsorship is an interdependence relationship involves some commercial benefits for all parties in the contract include commercial benefits to the sponsor and financial benefits to the sponsored team (Cruz, 2018).…”

Section: Brand Enhancement and Buying The Brandmentioning

confidence: 99%

Effect of Brand Enhancement on Buying Behavior towards the Sport Sponsorship Companies in Riyadh, KSA

Al-Nsour

2020

International Journal of Business, Economics and Management

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Article History KeywordsBrand enhancement Buying behavior Sport sponsorship Sponsor companies Riyadh KSA. JEL Classification:Brand Enhancement, Buying Behavior, Sport Sponsorship, Saudi Arabia.The study aims at measuring the effect of the brand enhancement on the buying behavior toward the sponsor companies in Riyadh as well as determining the statistical differences in the brand enhancement and buying the brand according to demographics such as gender, education and age. The research population consists of all Saudi fans of the sport activity in Saudi Arabia. The total research population in Riyadh 2017 reaches 1.32 million. The purposive sampling method is used and the calculated sample size reaches 385 of the sports audience. The study concludes that brand enhancement has a positive significant effect on buying the brand of the sponsor companies. The study finds that there are no statistical differences in rand enhancement and buying the brand according to all demographical variables. Finally, the study suggests a set of recommendations and implications that support the brand enhancement of the sponsor companies in Riyadh city.

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“…In a study examining the effect of sports advertising and its association with viewing sporting events, he concluded that not only sports advertising would be highly effective but also the impact of sports advertising on the group of people who watch sports events is higher (42). In general, sporting events provide tremendous opportunities for companies to introduce their brands and products through advertising (43) and because attention is one of the most important factors in the success of a company or brand, we are looking at whether sport alone can influence people's attention, and, more importantly, does sports advertising have more power to attract people's attention than non-sports advertising and has the potential to bring the benefits of the brand (retention and increased shopping) to the company? In this regard, there is a gap in the literature where sport and non-sport advertising were compared.…”

Section: Introductionmentioning

confidence: 99%

The Effect of Sport Events Environments on Audience Attention to Advertising Using Brain Activity

et al. 2021

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Background. Attention is considered as a resource for storing and processing memory activities. Without attention, no perceptual processing takes place in the brain as the information (whether visual or auditory) cannot enter the brain. Objectives. The purpose of this study was to investigate and compare the attention of individuals to sports and nonsports advertising using brain activities. Methods. It was a quasi-experimental study investigating two advertisements (sports and non-sports) of Apple Company on 30 volunteers (15 men and 15 women). The Neuroguide software was used to convert electroencephalographic data to quantitative data. Repeated measures ANOVA was used for testing hypotheses in SPSS software. Results. The results showed that there was a significant difference between watching sports and non-sports advertising on people's attention; in other words, sports advertising was able to reduce alpha in the frontal and pre-frontal brain while this decrease did not occur when viewing non-sports advertising. There was no significant difference in attention between men and women. Conclusion. Sport has the potential to attract people's attention, which is one of the main goals of companies and industry owners and can attract more attention in people to the advertised product, resulting in better brand retention and recall, and thus increasing promotional product or brand purchases.

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The Role of Culture in Sports Sponsorship: an Update

Cited by 13 publications

References 67 publications

Sports in Indonesian Islamic Community Culture

Sports in Indonesian Islamic Community Culture

Effect of Brand Enhancement on Buying Behavior towards the Sport Sponsorship Companies in Riyadh, KSA

The Effect of Sport Events Environments on Audience Attention to Advertising Using Brain Activity

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