Building Brand Image Through Sports Sponsorship in Saudi Arabia

Al-Nsour, Iyad A.; Alsahli, Saud Abdulla

doi:10.21608/aja.2025.392573.1874

Building Brand Image Through Sports Sponsorship in Saudi Arabia

المقالات الجاهزة للنشر

نوع المستند : بحوث باللغة الإنجلیزیة

المؤلفون

¹ College of Media & Communication Imam Mohammad Ibn Saud Islamic University (IMSIU) Riyadh, Saudi Arabia

² Dean, College of Media & Communication Imam Mohammad Ibn Saud Islamic University (IMSIU) Riyadh, Saudi Arabia

10.21608/aja.2025.392573.1874

المستخلص

Sponsorship refers to a business relationship in which a company provides financial support, services, or resources to an individual, event, or organization. This relationship includes various rights, contractual obligations, and commercial advantages. In 2023, sports sponsorship represented 80% of sponsorship contracts globally and 87% of contracts within football, reaching a total value of $40 billion. This research investigates the relationship between awareness of sports sponsorship and the perception of brand image among the Saudi sports audience of the Roshn League via the X platform. By 2024, the total population was 2.495 million. A purposive sampling method was employed, resulting in a sample size of 385 followers. A fully structured questionnaire was utilized, with all questionnaires distributed face-to-face at stadiums and cafes. Responses were measured using a five-point Likert scale to assess the levels of the independent variable (IV) and dependent variable (DV). The study found a strong positive relationship between awareness of sports sponsorship and the brand image of sponsors within the Saudi Roshan League. Furthermore, demographics did not significantly affect awareness of sports sponsorship. The study recommends continuing traditional sports sponsorship benefits, such as logo banners, jersey sponsorships, and sports facilities.

الكلمات الرئيسية