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Unveiling the Power Play: Harnessing Branding Opportunities for Globalizing Sport Events – Insights From India's Sporting Landscape
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Author(s): Rishi Prakash Shukla (Jaipuria Institute of Management, Jaipur, India), Shefali Saluja (Chitkara University, India), Archana Singh (D.Y. Patil University, India), Smriti Verma (Yeshwantrao Chavan College of Engineering, Nagpur, India)and Vilas Nair (SCMS, India)
Copyright: 2025
Pages: 32
Source title:
Internationalization of Sport Events Through Branding Opportunities
Source Author(s)/Editor(s): Jaskirat Singh Rai (Chitkara Business School, Chitkara University, India), Maher N. Itani (College of Business Administration, Ajman University, UAE)and Amandeep Singh (Chitkara Business School, Chitkara University, India)
DOI: 10.4018/979-8-3693-4038-7.ch009
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Abstract
This study explores branding opportunities in globalizing sports events, with a focus on India's sporting landscape, particularly the Indian Premier League (IPL). Employing a mixed-method approach, the research integrates quantitative data from a survey of 335 respondents with qualitative insights from interviews and focus groups. The study investigates key constructs of brand awareness, brand associations, perceived quality, and brand loyalty to understand how sports brands can leverage these elements to achieve global recognition and engagement. The findings reveal that the IPL has achieved high brand awareness, with strong recall and recognition of its teams, logos, and major sponsors. Positive brand associations, such as excitement, entertainment, and quality, significantly contribute to their strong brand image. High satisfaction with the overall quality of IPL matches, event organization, and player performance enhances brand loyalty, which is further driven by emotional engagement, community building, and innovation.
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