This essay stresses that the sports converts the world to a global village and therefore the giants who sponsor such events is bound to become popular at a global level or it can be simply said that sports sponsors communicate with its consumer at a global level. Sporting events thus can be seen is used as a global marketing rather it is best said a that sporting events is the biggest platform for global marketing of products and services and in the recent years the various firms and organizations have capitalized it in the best possible way so that their brand gets a worldwide recognition and it remains a familiar name to consumers throughout the world.
This paper makes a conclusion that sports play an intrinsic part in a person’s life as it is considered something, which can be trusted. Therefore firms or companies feel that their target audience can best be approached through the medium of sports and it is a known fact today sports program me reaches the entire household and most of them are interested in it. Not only that but also a company like the Coca-Cola has innovated certain sponsorship strategies like when they are sponsoring an international sports event like the World Cup Soccer tournament they claim that if a consumer is able to collect certain digits from the crown of the bottle then he or she will get a chance to meet a celebrity sports personality, that automatically raises a desire in our mind and we tend to buy the product in more numbers because we have a high image of a sports star in our mind and we will feel obliged to meet such a personality and in the process the sale of the product increases and in the due course the profit.
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