ABSTRACT
Despite the demonstrated importance of social media platforms in leveraging the effects of sport sponsorship, surprisingly few studies have investigated this issue. The current study aims to broaden the knowledge of how major corporations could apply their marketing strategies related to sport sponsorship and utilise social media and digital channels for leveraging activities to meet their corporate goals through sponsorship-related digital marketing and public relations (PR) communication. This conceptual paper will contribute to the understanding of how sport sponsorship could be leveraged in social media and discuss key factors for creating a desirable leveraging effect. The main outcome of this study is a conceptual model showing how digital channels and marketing strategies could be aligned via social media’s (e.g. Instagram) utilisation in sport sponsorship. The chapter concludes with managerial advice and future research ideas.
