Impact of sponsorship on the promotion of sporting event

Abstract

Introduction- In the dynamic landscape of modern sports, sponsorship plays a pivotal role in shaping the promotion and visibility of sporting events. This study embarks on a comprehensive exploration of the impact of sponsorship within tennis, football, badminton, kabaddi, and hockey. The primary objective is to develop and validate the Sports Sponsorship Impact Scale (SSI-S), a tool designed to systematically assess and measure the influence of sponsorship on these diverse sports. The significance of sponsorship in the contemporary sports industry cannot be overstated. As sports organizations seek to expand their reach, enhance brand recognition, and secure financial support, partnerships with sponsors have become integral components of their strategies.