The impact of sports sponsorship, in its dimension of sponsoring sporting events, on the purchasing behavior of the Algerian consumer: A case study of Mobilis Agency.

Abstract

Sports sponsorship is considered a modern marketing tool used by organizations to improve their image in the consumer’s mind. This study aimed to demonstrate the relationship between sports sponsorship, in its dimension of sponsoring sporting events, and the level of consumer purchasing behavior, with its dimensions (information search, product preference, product purchase, and product use). For this purpose, a questionnaire was designed containing the various necessary measurement indicators and was distributed to a non-random sample estimated at 493 respondents.
The study reached several results, the most important of which is the existence of a statistically significant effect at the significance level α ≥ 0.05 of sponsoring sporting events on the level of consumer purchasing behavior in its dimensions (information search, product preference, product purchase, and product use). This indicates the importance of sponsoring sporting events in enhancing the organization’s image in the consumer’s mind.
The most important recommendations included strengthening the sponsorship of sporting events through other communication tools such as sales promotion at the event level to achieve the organization’s communication objectives, and establishing specialized departments for sponsoring sporting events within the organization to properly achieve its vision and ensure the effective delivery of its message.