Corporate sponsorship tends to be a form of advertising where companies pay to be associated with certain events. Sponsorship normally provides a great way of broadening the competitive edge through improving the company image Devin Booker Jersey , credibility, and prestige through supporting events that the target market finds attractive. In the United States, corporate sponsorship has become the fastest growing type of marketing. In this research paper, it discusses the relationship between corporate sponsorship of Mondelez International and the sponsorship event of the US Open.
Relationship between corporate sponsorship and sponsored events
The sponsorships help companies in enhancing their public profile cheaply. Mondelez International is an American multinational confectionery Phoenix Suns Jersey , food, and beverages conglomerate that employs around 100,000 people across the world (Hanover, 2015). The mission of Mondelez International is to be recognized as the undisputed leader of global food and beverage industry. The United States Tennis Association tend to be the national governing body for the sport of tennis and also the leader in promoting and developing the growth of sports in the US. The USTA tend to own and operate the US Open Al Horford Jersey , which is the world highest-attended annual sporting event.
Mondelez decided to turn to pro tennis for its sports attention grab. On August 2015, Mondelez signed as a sponsor of the US open providing the company rights or promoting brands such as Oreo cookies and BelVita breakfast biscuits. Mondelez International considered partnering with the US Open as it tends to be a rare event that does have a strong appeal among the core targets of moms, multicultural consumers, and millennial (Hanover Ben Simmons Jersey , 2015). The mission of the sponsorship was to create engaging experiences for the competition and produce relevant content during the markets that may help the brand resonate with the consumers in real-time. The main mission of Mondelez is to be recognized as the undisputed leader of global food and beverage industry. Thus, through sponsoring the US Open, it tends to provide the company with an authentic opportunity of engaging with the consumers through the second screen.
It is essential that the corporate sponsorship should overlap with the corporate mission because the failure of selecting wisely the sponsorship can stir controversy and damage the reputation of the organization. When creating a sponsorship, it is necessary to consider those sponsorships whose business tend to correlate with your cause. Identifying a corporate whose mission tends to overlap with the company values is essential so as to establish a corporate giving partnership. In this case Joel Embiid Jersey , the mission of the sponsorship was creating engaging experiences and produce content in the markets that help resonate with consumers. Based on Mondelez mission, the sponsorship mission aligned well with the corporate mission that helped in ensuring that Mondelez remains to be the leader of global food and beverage industry (Hanover, 2015).
Mondelez is a brand that does engage consumers, which is through digital and social media and also through TV. The company decided to partner with the US open event that tends to drive massive conversation online because it would enable brands such as BelVita and Oreo to create captivating content that is relevant to the consumers during the time. The US Open tends to attract different audiences; hence Tobias Harris Jersey , by Mondelez sponsoring the event, it was able to reach a large group of audience who would learn about their products. Through the tennis sponsorship, Mondelez was able to promote its brand to the large audience that tennis attracts.
In an article by Mason (2005), the author discussed how corporate sports sponsorship does impact the behavior of consumers. According to Mason Josh Richardson Jersey , the goal of corporate sponsorship is changing the entire attitude; thus, resulting in positive behaviors. In the article, Mason states that the key to effective sponsorship is through understanding how consumer attitudes are formed and change. So as to understand how the sponsorship does affect the attitude of the consumer, it is important to understand what is attitude and how it functions. Mason (2005) a discussion of corporate sponsorship providing an explanation of why sponsorship is more accepted by the public than advertising.
Sports sponsorship does have an impact on the consumer attitudes.

Reference
Aissa Allen Iverson Jersey , S & Matar, A (2015). The impact of sports sponsorship on brand value. Business and Economic Research 6(1)
Mason, K (2005). How corporate sports sponsorship impacts consumer behavior. The Journal of American Academy of Business, Cambridge 7(1)
Mondelez International Philadelphia 76ers Jersey , Inc (2012). Mondelez International, From
Hanover, E (2015). The maker of OREO cookies and BelVita biscuits Announces Sponsorship Agreement with US Open.

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