THE IMPORTANCE OF SPORTS MARKETING AND ITS IMPACT ON BRAND IMAGE IN THE DIGITAL AGE

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.