Publication details
Role of motorsport in promoting brands
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| Year of publication | 2018 |
| Type | Appeared in Conference without Proceedings |
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| Description | Organization of sporting event is quite expensive and today is usually impossible without funding of various sponsors who support said event. And when you give someone your money, you expect something in exchange. Therefore, you can see a lot of logos of various companies sponsoring sporting events and via those logos, companies are hoping, that their brand or product will get the attention of visitors and that these visitors would eventually become customers of the said company. Thus, we can say, that companies use sponsoring of sporting events as a way of marketing and enlarging their brand awareness. And that is the main topic of this paper because the aim of the research is put on how visitors of motoring even perceive brands sponsoring a sporting event. The research was done during Barum Czech Rally Zlín 2017, where visitors were asked which brands they link with motorsport and said event and also how they are affected by sponsoring and tend to buy products of sponsors of the event. |