A3 Book section, Chapters in research books
Leveraging Sport Sponsorship with Digital Marketing Communication : A Conceptual Model (2023)

Päkk, R., & Karjaluoto, H. (2023). Leveraging Sport Sponsorship with Digital Marketing Communication : A Conceptual Model. In O. Niininen (Ed.), Social Media for Progressive Public Relations (pp. 111-123). Routledge. https://doi.org/10.4324/9781003177791-11

JYU authors or editors

Publication details

All authors or editors: Päkk, Robert; Karjaluoto, Heikki

Parent publication: Social Media for Progressive Public Relations

Parent publication editors: Niininen, Outi

ISBN: 978-1-032-01233-9

eISBN: 978-1-003-17779-1

Publication year: 2023

Publication date: 23/09/2022

Pages range: 111-123

Number of pages in the book: 270

Publisher: Routledge

Place of Publication: London

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.4324/9781003177791-11

Publication open access: Not open

Publication channel open access: Channel is not openly available

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/86007

Abstract

Despite the demonstrated importance of social media platforms in leveraging the effects of sport sponsorship, surprisingly few studies have investigated this issue. The current study aims to broaden the knowledge of how major corporations could apply their marketing strategies related to sport sponsorship and utilise social media and digital channels for leveraging activities to meet their corporate goals through sponsorship-related digital marketing and public relations (PR) communication. This conceptual paper will contribute to the understanding of how sport sponsorship could be leveraged in social media and discuss key factors for creating a desirable leveraging effect. The main outcome of this study is a conceptual model showing how digital channels and marketing strategies could be aligned via social media’s (e.g. Instagram) utilisation in sport sponsorship. The chapter concludes with managerial advice and future research ideas.

Keywords: sponsorship; sports; enterprises; communication; social media; marketing; marketing communication; advertising; strategies; taking advantage

Contributing organizations

Ministry reporting: Yes

VIRTA submission year: 2023

JUFO rating: 3