Synergies of Success: Unveiling the Transformative Influence of Sponsorship on Event Excellence

Muhammad Hafizi Zamri, Aida Nur Mohd Kodri, Abdul Hamid Abdul Halim, Mohamad Imaduddin Zainal Abidin and Liyana Shamimi Mohamed Kamil

Information Management and Business Review, 2024, vol. 16, issue 3, 38-45

Abstract: This study delves into the intricate dynamics of sponsorship strategies, media exposures, and event organizer practices within the Malaysian events industry. Employing a quantitative research approach, the research sampled 110 corporate sponsor representatives, utilizing a structured questionnaire to collect data. Analysis, carried out using Statistical Packages for Social Science Version 26.0 (SPSS Version 26.0), incorporated both descriptive and inferential methods. The findings illuminate a significant positive relationship between sponsorship strategies and media exposure with event success, accompanied by a noteworthy negative relationship between event organizer practices and event success. These results underscore the pivotal role of sponsorship and media exposure in influencing successful events, providing valuable insights for corporate sponsors and event organizers alike. Importantly, the study emphasizes the need for organizations to reassess their sponsorship approaches, fostering successful events by fortifying policies and aligning mutual objectives. As the events landscape continues to evolve, this research contributes to the broader discourse, guiding industry practitioners in optimizing strategies for sustainable success in the dynamic Malaysian events industry.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:rnd:arimbr:v:16:y:2024:i:3:p:38-45

DOI: 10.22610/imbr.v16i3(I).3924

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