العلاقة بين رعاية الأحداث الرياضية و الوعي بالعلامة التجارية للشركات الراعية لفرق الدوري المصري الممتاز

Abstract EN

This study aims to determine the relationship between sponsoring sporting events and the brand value of the companies sponsoring the Egyptian Premier League teams.

The primary data collection was based on a manual survey list, and the sample size reached 448 individuals.

To analyze the data, a path analysis method was applied using WarpPLS v.7 software.

The most important results of the study were the presence of a significant correlation between all dimensions of sporting event sponsorship and brand value.

The study also found a statistically significant relationship between the dimensions of sports event sponsorship and brand value