Evaluating Sponsorship Chinese Brand Value in the Gangwon 2024 Winter Youth Olympics: A Consumer-Centric Perspective

The Gangwon 2024 Winter Youth Olympics organized by the Olympic Games Organising Committee (OCOG) heavily relies on strong tier 1 sponsorship partnerships for its financial and operational success. This study focuses on the consumer perception of tier 1 sponsorships associated with mega-events by brand value association, it further seeks to fill a crucial gap in the understanding of how such partnerships resonate with audiences. The primary research objective is to identify the values, attributes and characteristics of a brand that are in line with consumer preference and expectations, yielding useful data that can assist in developing sponsorship strategies for OCOG. All of this is guided by a central question: What brand attributes drive consumer support for Olympic sponsors? This research employs a mixed-methods approach, utilizing both qualitative insights and analysis. Sub-questions probe into underlying aspects, like brand-consumer alignment, perceived authenticity, and engagement with values. These findings focus on providing actionable insights into improving sponsor selection, elevating audience engagement, and ultimately driving mutual value for both the OCOG and the associated partner brands. Understanding the memorable impact of sponsors at major events. This study contributes to the ongoing discourse around sponsorship effectiveness at mega-events, providing theoretical and practical implications for stakeholders involved in either sports marketing or event management.