Nowadays sponsorship is an important part of sports events.

Sports sponsorship offers more

benefits, more variety and also it’s a more powerful form of marketing. In general, sponsorship
holds a unique position in the marketing mix because it is effective in building brand
awareness, provides different marketing platforms and valuable networking and hospitality
opportunities. Sponsorship marketing efforts can be influenced by culture. Especially when
global sponsorship in sports which refers to sports events in different countries with different
cultures, is under consideration. In such situations, sponsorship aspects can be affected by
cultural obligations which are discussed in this article.