Sponsorship is one of the marketing tools adopted by variety organization as their marketing strategy popularly. As section A found that the researcher has an intention to work in the marketing field as a supportive role based on the personality test and career analysis. He is also interested in significance of the topic on sponsorship, so that the research focuses on the branding management and sponsorship aspect.

The sponsorship of sport events can be considered is an effective marketing tool for companies that it can help to raise the brand awareness and improve the brand image (Bühler & Nufer, 2008). Commercial sponsorship is one of the most rapidly growing parts of marketing communications activity (Meenaghan & Shipley, 1999). About the annual growth of sponsorship, it was recorded 11.5% growth in 2007 and 11.4 % growth in 2008, it increased more than another promotion tools such as advertisement and sales promotions (IEG, 2009). Sponsorship is used widely in the sport sector and it is approximately 54-65% of spending on sponsorship (Bashiri, 2010). Therefore, sponsorship has the great potential in the company adoption for marketing strategy development.

1.2 Reason for choice of brand

Adidas has different sponsorship agreements for major sports events around the world. Adidas take an active role on the global sports events to be an official sponsor of the FIFA Football World Cup and Olympic Games. Adidas is the official sportswear Partner to 2012 Olympics game and 2014 FIFA World Cup and Adidas has also the sponsorship agreement with the Japan Football Association, the Australian Olympic Committee (Datamonitor, 2010). Thus, Adidas is an ideal company to study on the topic of sponsorship.

1.3 Aims and objectives

The aim of the present study is to evaluate the effectiveness of sponsorship to achieve a positive brand image using by the company though the case study. About the research objectives, there are two major factor needed to be involved. Firstly, it is the review the core concept of brand image and sponsorship and any other relevant concept. Secondly, this project has to find out the core concept effectiveness on the company application though the case of Adidas. Based on these objectives purpose, there are three questions to be set as guidance and academic for the objectives: