The Effect of Sports Sponsorship in Enhancing Consumer Engagement in Sports Marketing: A Case Study of Bayelsa and Delta States, Nigeria

Abstract

Sports sponsorship has increasingly become a strategic marketing tool with the potential to drive brand awareness, emotional connection, and long-term consumer engagement. This study explores the impact of sports sponsorship on consumer behavior and economic development in Bayelsa and Delta States, Nigeria. Anchored on the Elaboration Likelihood Model and Social Identity Theory, the research investigates how sponsorship influences consumer attitudes, particularly through brand activation strategies like events, merchandise, and social media engagement. Using a mixed-methods design involving 811 respondents—including sponsors, athletes, and sports fans—the study found that sports sponsorship significantly enhances consumer engagement by fostering loyalty, participation, and emotional affinity. Furthermore, the findings revealed a strong link between sponsorship and economic development, including job creation, local business growth, tourism promotion, and increased public revenue. Statistical analysis confirmed that sports sponsorship significantly predicts economic development in both states (F = 479.799, p < 0.05). Despite these positive outcomes, the study highlights a gap in region-specific research and calls for more culturally tailored sponsorship strategies. The findings contribute to both academic literature and practical marketing by offering insights into how sponsorship can optimize brand-consumer relationships and drive regional development.