Abstract

Among all other marketing stunts, sponsorship is a popular one. Due to the increasing student population, the local and multinational companies have a unique opportunity to capture the attention of a massive customer base, to deliver superior value and retain them for life. Here, the influence of event sponsorships on students has been analyzed from some perspectives. It is seen that sponsorships are successful in their agenda of being remembered as a total of 41.8% of the students notice and remember them while 35.4% only notice but do not remember. Among various kinds of events, companies should mostly try to sponsor cultural events followed by sports and music events to get the most attention. As predictable, title sponsors are best remembered by most of the students (62.6%). Nonetheless, food/beverage sponsors are recalled better by a substantial portion which represents 24.5% of students. So, it is better to be a food/beverage sponsor if the company produces food/beverage. A large percentage of students (50.4%) tend to remember the name of the sponsor, but a small portion of them (26.7%) remember the company#x2019;s message. That is why the sponsor#x2019;s intended message or communication, in any event, should be created and delivered well. Although most of the students do not show interest after the program is over, a substantial number (25.5%) looks up the company and some (11.3%) even dig deeper to know more. A good number of students (34.9%) are likely to get loyal too when they find the product satisfactory. Students, in general, are not very active about communicating their experience of the products, although a substantial portion (30.5%) looks enthusiastic. With some helpful recommendations, this paper expresses that sponsorships are indeed effectual and have a significant impact on the thought process of the buyers, especially when done right.