Abstract:
Purpose
This study's main purpose is to analyze how essential role a sports event plays in enhancing the
brand image ofthe sponsoring brands.
Methodology & Design
The quantitative research approach is used to conduct this research.
Findings
All the independent variables (PSL Activity Involvement, PSL Sponsor-Fit, PSL
Commercialization) significantly impact the dependent variable (Brand Image ofJ.).
Limitations
This research was conducted in a limited time due to the pandemic situation going on in the
country. It wasn't easy to reach the right respondents.
Recommendations
Future studies are necessary to understand how much mileage sports events can give to enhance
the brand image. Brand Image is built on many factors. Due to limited time, research was done
on few factors, but this research has paved for further researches on the same topic.
