The Evolution of Sport Sponsorship Activations Across Time

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Hawari, Muhammad Luthfi (2025) The Evolution of Sport Sponsorship Activations Across Time. Undergraduate thesis, institute ipmi.

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Abstract

The paper explores the evolution of sports sponsorship activation, from simple brand exposure to approaches for influencing fan behavior and brand loyalty. It investigates how this transformation correlates with the arrival of digital media and social networks, which enable global reach, direct fan involvement, and data-driven participation. The study investigates how sponsorship strategies adapt to cultural shifts, with a particular emphasis on shifting consumer attitudes and the incorporation of influencer marketing. It also investigates the impact of economic issues such as changing customer tastes and technological improvements on sponsorship effectiveness. Understanding these patterns allows sports organizations, sponsors, and other stakeholders to develop tactics that appeal with fans and generate positive views towards both teams and sponsors in today's changing sports marketing scene.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: sandra margaretha
Date Deposited: 27 Feb 2025 03:17
Last Modified: 27 Feb 2025 03:17
URI: http://repository.ipmi.ac.id/id/eprint/2689

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