Abstract:
Corporate sponsorship promotion needs to be understood as a legitimized Marketing Communication strategy for creating higher value for the customers or publics of an organization. This study shows that corporate sponsorship promotion is customers or public centered, and that effective applications can lead to increase awareness, attract patronage, and rising profile of organizations products and services. Drawing from the findings of a mixed-methods-multiple case study, this thesis explores – ‘Corporate Sponsorship Promotion Issues and Practice in Industries. Focusing on two major industries – brewery and communication; this study evaluates the impact of Corporate Sponsorship Promotion on the sustainable growth and development of these industries within the Nigeria economic sector. The increasing demands for corporations to be socially responsible further make the concepts viable strategies for establishing a more profitable future close to the public. The study recommends application of the concept by organizations to encourage sustainable social development for profit, as this will bring organisation nearer to the public and help cultivate competitiveness in the future.
