| Abstract: |
In this research, the effectiveness is defined by the success of a sponsorship
program to capture the audience attention in elevating the brand power and
brand image. Today, a large number of events are using sponsorship support to
offer more exciting programs and to help defray rising costs. Sponsorship
allows companies to reach specifically targeted niche markets without any
waste. Sponsorship offers the possibility of achieving several goals at once.
Just like attendance profiles, marketing opportunities or media coverage, this
rich emotional content of sport events may affect sponsors’ return on
investment. Most sponsorship deals involve long-term relationship. The
visibility of sponsorship is bound to affect the image of the company as
surely as the company’s logo and livery. Subsequently, an unpleasant
thought-out sponsorship may deliver no effect or in certain case scenario it
may backfire the sponsorship return on investment. The purpose of this
quantitative study is to understand the effectiveness of Kia Motors sponsoring
The FIFA World Cup 2010 to enhance branding. From the result of this research,
it is clear that Congruence between Sponsor and Sponsored Object, Sponsored
Object Category Involvement, Sponsor Category Involvement, Sponsorship
Attitude helps the sponsorship program of Kia sponsoring The FIFA World Cup
2010 to be effective. Some of the respondent has also give a good opinion that
sponsorship creates a better atmosphere in a sports competition as well as it
is a colorful to the sport competition. It is good that Kia have chosen the
World Cup as a sponsorship medium because it leads to a successful and
effective sponsorship program |