e. there is always a commercial angle to it. However by granting funds for the university car racing the company will be able to draw dual benefits. Firstly, it will create more awareness about the products and services offered by the company. This will get reflected in the form of rising sales figures. Secondly, the company will be able to fulfil its responsibility of a socially responsible entity. Past research has brought forth the “consumer effects of sponsorship”. It has been seen that the investment offered by the sponsor in any sports activity creates a good-will among the event attendees. This is said to influence their behaviour and attitude towards the brand. There are three levels at which the sponsor is able to generate good-will. First is the ‘generic level’ that relates to the feelings of the consumers at the engagement of the sponsors in an activity; second is the ‘category level’ that relates with a particular audience say sports or art and third is at individual activity level’ that relates to fans of a specific team. It has been seen that sports enthusiasts vouch on the sponsors lending support to their favourite team (Bowdin, et al., 2006, p.234). In the case of Formula Students also the sponsors will get the opportunity to build up a strategic alliance with the car racing team of the University. This will make their products popular both on and off the campus. The marketing strategy of most of the companies is designed towards attracting the youth. Racing, Finance and Sponsorship.
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