The Effect of KLPGA Champions Tour Sponsors' Sponsorship Activities on User Intention: Focusing on the Mediating Effect of ESG

The purpose is to establish a marketing strategy through effective sponsorship activities based on the ESG activities of sponsor companies through corporate sponsorship participation, and to derive practical implications for increasing marketing promotion activities of sponsor companies. This study set up a study on the active participation in corporate sponsorship activities targeting spectators who watched the KLPGA Champions Tour. Therefore, convenience sampling was used among the non-probability sampling methods to conduct a questionnaire survey targeting spectators who experienced watching the KLPGA Champions Tournament. Path analysis was used to derive the results. First, there was a positive relationship between sponsorship activities and intention to use. Second, there was a positive relationship between sponsorship activities and ESG activities. Third, there was a positive relationship between ESG activities and intention to use. Finally, ESG activity was shown to mediate the relationship between the two variables. KLPGA Champions Tour sponsorship should refer to ESG that companies participate in to raise positive awareness to customers and show efforts for a sustainable future.