Research On The Impact Of Event Sponsorship Matching On The Spillover Effect Of Sponsors

With the increasingly fierce brand competition,sports event sponsorship has become an important marketing tool for companies to enhance brand attitude,increase brand awareness,and expand product sales.Brand sponsorship of sports events is to obtain positive spillover effects.With the further stabilization of the epidemic and the gradual recovery of the sports event market,sports event sponsors must especially consider how to choose suitable sponsors to maximize sponsorship benefits.At the same time,different sports events have different audience groups,and the audience’s familiarity with the company will also significantly affect the realization of the value of sponsoring events.Based on this,this study focuses on the impact of event sponsorship matching on sponsor spillover effects.The moderating effect of degree on sponsorship match and sponsorship brand spillover effects.This study comprehensively draws on brand equity theory,signaling theory,and associated network memory theory to construct a sports event sponsorship brand portfolio spillover effect model,and uses experimental methods to test the proposed research hypothesis.Specifically,2(image matching/function matching)× 3(brand awareness/brand perception quality/brand loyalty),2(image matching/function matching)× brand familiarity design was adopted between two groups,and 320 subjects were randomized.Divided into 8 experimental groups,the simulated overflow brand sponsors a sporting event.Using SPSS 26.0 to analyze the data collected in the experiment.Through empirical research,the following conclusions are drawn: First,brands with a high degree of sponsorship matching can obtain positive spillover effects when sponsoring sports events.Second,the brand spillover effect is affected by brand familiarity,and sponsoring sports events that are similar to the brand audience can maximize the spillover effect.Third,among the two types of sponsorship matching,compared with image matching,the sponsorship behavior of functional matching can enable sponsors to obtain more positive spillover effects.Put forward corresponding suggestions: pay attention to the role of sponsorship matching in sponsorship of sports events,comprehensively consider the role of image matching and function matching in sponsorship matching,and make full use of brand familiarity to obtain more positive spillover effects...