An investigation on the role of sponsorship on rugby and its brand perception on consumers-case of Vodafone, Ireland.
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MA of Business Administration
Dublin Business School
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The main of the research was to investigate the role of sponsorship in rugby and its brand perception on consumers. The researcher took the case study of Vodafone in Ireland because Rugby is the most popular sport of Ireland. There is a strong significance of marketing activities on the consumers in case of sporting events as the organization market their products by sponsoring sports events. This study incorporates quantitative study as the researcher surveyed 100 respondents for this research. Furthermore, the data gathered was analyzed through SPSS software by using descriptive, regression and correlation analysis. It was identified from the survey results that there is a positive role of sponsorship on Rugby and its brand perception on the consumers of Vodafone. This has increased the significance of sports sponsorship within the organization as a sign of competitive advantage and a strong market position.