KNOWLEDGE AND AWARENESS OF BENIN RESIDENTS OF ATHLETE BRANDING AND SPONSORSHIP ON SOCIAL MEDIA

ABSTRACT

This research explores the audience perception of social media athlete branding and sponsorship. focusing on the awareness, knowledge level, gender involvement and overall perception of these concepts among residents in Benin city Edo state. Employing the theoretical frameworks of theory of Uses and Gratifications, the research aims to understand the audience knowledge of athietes branding and sponsorship on social media . By investigating the audience's understanding and viewpoints on athlete branding and sponsorship through social media, this research aims to contribute valuable insights into the evolving landscape of sports marketing and the strategies athletes can employ to leverage their online presence effectively. The research conducts a thorough examination of current literature, an empirical research and a survey of 400 Benin residents the research exploring how social media is reshaping the dynamics between athletes and fans. It highlights both the advantages and obstacles athletes encounter when leveraging these platforms for branding and sponsorship. Additionally, it underscores the significance of branding in crafting a unique persona and cultivating a dedicated fan following.It also highlights how social media plays a pivotal role in athletes branding and sponsorship.