SPORTING EVENTS AS A MARKETING TOOL FOR CORPORATE COMPANIES: A CASE STUDY OF THE DUBAI RUGBY
Cardiff Metropolitan University
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This dissertation investigates why corporate companies use the sponsorship of sporting events as a marketing tool and the techniques they put in place to do so. A large majority of this dissertation will investigate the marketing strategies used by large corporate companies, using the Dubai Rugby 7’s as a case study. This event is a sponsorship hub and attracts a wide range of companies, large and small to sponsor the event and be a part of what it has to offer, both in the terms of publicity, media coverage and positive attributes. Today, the event industry is a fast growing trade, and companies are coming up with their best and most effective strategies to stand out to their competition, grow their brand, and increase and maintain their market share. One way in which they are doing this, is by sponsoring sporting events and becoming associated with the experience. Identifying the motivations behind companies that choose to do this and what they get in return is the baseline of this study. The main findings of this dissertation reflect the key motivations behind corporate sponsorship, looking more closely at the benefits of sponsoring sports events in particular. Companies not only choose to sponsor sports events due to the sizeable media coverage that comes with it, but also to establish a personal connection with their client base, and attract future customers. Sports events enable the company to directly impact their target market, growing their brand image, showcasing new products and developing new relationships.
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