رعاية الرياضات التقليدية بين دعم الأهداف التسويقية للشركات و تعزيز الموروث الثقافي للمجتمعات : حالة رعاية شركة طيران الإمارات لسياقات الخيل

Abstract EN

This study aims to identify the dual contribution of sports sponsorship in achieving the marketing objectives of the supporting companies and in promoting the preservation of the sustainability of traditional sports as a cultural heritage, based on the fact that traditional sports are no longer just recreational social activities, but one of the activities affecting the local and global economic cycle.

accordingly, the descriptive approach was relied upon to describe the variables of the study, with an analysis of successful model of Emirates airlines in sponsoring equestrian sports, which represents its commitment to this authentic sport, and as a strategic marketing orientation in its policies, will be presented.