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Sponsorship in International Sports Events: A Study of Sponsors' Perceptions of Congruence, Sincerity and Brand Exposure

ACTIVE: Journal of Physical Education, Sport, Health and Recreation · Vol. 14 No. 2 (2025) · hlm. 773–781

DOI
10.15294/active.v14i2.30266
ISSN
2460-724X, 2252-6773
Terbit
2025-06-30
Penerbit
Universitas Negeri Semarang
Bahasa
eng

Abstrak

Sponsorship is an important part of global brands looking to increase participation and acceptance, especially through international sporting events such as the Tour de Borobudur 2023. This study aims to adds to the limited literature on sponsorship perspectives and offers practical implications for sports marketers, event organisers, and brand strategists looking to build meaningful and sustainable sponsorship partnerships, while addressing a gap in existing literature that has largely overlooked sponsor perspectives This study employed a descriptive quantitative research focused on the sponsors' perceptions of event-brand congruence, brand sincerity and brand exposure. Data was collected through a structured questionnaire administered to sponsoring organisations and analysed using descriptive statistics. The findings reveal that sponsors perceive a strong event-brand congruence, both in function and image, which enhances credibility and facilitates brand recall. Sincerity and brand authenticity are viewed as essential attributes that foster trust and shape stakeholders’ positive attitudes. Sponsors also place strong emphasis on sincerity, viewing authenticity and value alignment as essential for building trust and fostering emotional connections with audiences. Although brand exposure was perceived as moderate, sponsors expressed intentions to leverage future sponsorships to enhance visibility and reach. The results of this study showed a strong perception of functional and image congruence, indicating that consistency between sponsor and event can increase strategic value. Additionally, sponsors value honesty, seeking cooperation that reflects their brand's genuine values and helps build an emotional connection with the audience. Although current brand exposure levels were considered moderate, sponsors clearly intend to leverage future sponsorships to increase exposure, reflecting the principle of brand ubiquity.

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40 penulis · 114 tautan kepenulisan bersama · 30 lintas organisasi · menampilkan 40 yang paling banyak terhubung

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  • State University of Semarang
  • Musamus Merauke University
  • Sebelas Maret University
  • Friedrich-Alexander-Universität Erlangen-Nürnberg
  • Universiti Teknologi MARA
  • Diponegoro University
  • Yogyakarta State University
  • Organisasi lain
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Heny SetyawatiState University of Semarang5
Donny Wira Yudha KusumaState University of Semarang4
Setya RahayuState University of Semarang3
Ani Mazlina Dewi MohamedUniversiti Teknologi MARA3
Mugiyo HartonoState University of Semarang2
Sugiharto SugihartoState University of Semarang2
SoedjatmikoAfiliasi tidak diketahui2
Zahrah Zakiya AhdaState University of Semarang2
Radita Asti PrawitaState University of Semarang2
Fanisa Dwi Nanda SofianiState University of Semarang2
Muchamad SadhaliState University of Semarang2
Dewi Marfu’ah KurniawatiDiponegoro University2
Dzullfikri RitongaState University of Semarang2
Abadi PitojoAfiliasi tidak diketahui2
Sahri SahriState University of Semarang2
Afan AfghaniState University of Semarang2
Nur Hadziq HaidarState University of Semarang2
Ranu Baskora Aji PutraState University of Semarang2
Carolus WasaMusamus Merauke University1
Hari SetijonoState University of Semarang1
Thadius YambedoanMusamus Merauke University1
Cahyo YuwonoState University of Semarang1
Novi Setyawan PutraState University of Semarang1
Azlina Umi WidiartiState University of Semarang1
Awan HarionoYogyakarta State University1
Soegiyanto SoegiyantoState University of Semarang1
Kardiyono KardiyonoUniversitas Wahid Hasyim1
Michael Yong Hwa ChiaAfiliasi tidak diketahui1
Widya Hary CahyatiState University of Semarang1
Lukman FauziState University of Semarang1
SulaimanAfiliasi tidak diketahui1
Imron Nugroho SaputroAfiliasi tidak diketahui1
Nur Alim MantuState University of Semarang1
Slamet WidodoSebelas Maret University1
Furqon HidayatullahSebelas Maret University1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/peshr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Sponsorship in International Sports Events: A Study of Sponsors' Perceptions of Congruence, Sincerity and Brand Exposure</dc:title>
	<dc:creator xml:lang="en">Kautsar At-Thariq Prastijo</dc:creator>
	<dc:creator xml:lang="en">Mohammad Arif Ali</dc:creator>
	<dc:creator xml:lang="en">Tandiyo Rahayu</dc:creator>
	<dc:creator xml:lang="en">Gustiana Mega Anggita</dc:creator>
	<dc:creator xml:lang="en">Jeremy Christian Abadi</dc:creator>
	<dc:subject xml:lang="en">Sport Tourism; Sport Marketing; Sport Sponsorhip</dc:subject>
	<dc:description xml:lang="en">Sponsorship is an important part of global brands looking to increase participation and acceptance, especially through international sporting events such as the Tour de Borobudur 2023. This study aims to adds to the limited literature on sponsorship perspectives and offers practical implications for sports marketers, event organisers, and brand strategists looking to build meaningful and sustainable sponsorship partnerships, while addressing a gap in existing literature that has largely overlooked sponsor perspectives This study employed a descriptive quantitative research focused on the sponsors' perceptions of event-brand congruence, brand sincerity and brand exposure. Data was collected through a structured questionnaire administered to sponsoring organisations and analysed using descriptive statistics. The findings reveal that sponsors perceive a strong event-brand congruence, both in function and image, which enhances credibility and facilitates brand recall. Sincerity and brand authenticity are viewed as essential attributes that foster trust and shape stakeholders’ positive attitudes. Sponsors also place strong emphasis on sincerity, viewing authenticity and value alignment as essential for building trust and fostering emotional connections with audiences. Although brand exposure was perceived as moderate, sponsors expressed intentions to leverage future sponsorships to enhance visibility and reach. The results of this study showed a strong perception of functional and image congruence, indicating that consistency between sponsor and event can increase strategic value. Additionally, sponsors value honesty, seeking cooperation that reflects their brand's genuine values and helps build an emotional connection with the audience. Although current brand exposure levels were considered moderate, sponsors clearly intend to leverage future sponsorships to increase exposure, reflecting the principle of brand ubiquity. </dc:description>
	<dc:publisher xml:lang="en">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2025-06-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/peshr/article/view/30266</dc:identifier>
	<dc:identifier>10.15294/active.v14i2.30266</dc:identifier>
	<dc:source xml:lang="en">ACTIVE: Journal of Physical Education, Sport, Health and Recreation; Vol. 14 No. 2 (2025); 773 - 781</dc:source>
	<dc:source>2460-724X</dc:source>
	<dc:source>2252-6773</dc:source>
	<dc:source>10.15294/active.v14i2</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/peshr/article/view/30266/7683</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 ACTIVE: Journal of Physical Education, Sport, Health and Recreation</dc:rights>
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