Hi! I'm Salma, a 2020 graduate from Ryerson University majoring in Professional Communication with a minor in Entrepreneurship and Innovation. I was born and raised in Cairo, where my love for soccer sparked before moving to Toronto in 2012. My interest in sports marketing only emerged from there, and as a fervent Liverpool FC supporter and English football follower, I was exposed to global sponsorship strategies, ranging from historical kit sponsorship deals to athlete endorsements.
A brand’s association with a league, team or athlete allows them to boost brand exposure, brand recognition and establish a sentimental association with a fanbase. With a diverse viewership demographic on a global level, the exposure brands gain is notable as spectators follow sports on multiple digital platforms, consuming messages differently. This research study is designed to examine the phenomena of sports sponsorship as a marketing tool used by businesses.