The Emotional Aspect of Sponsorship Integrations at Events in Creating the Image of a Beverage Brand

This study examines the emotional aspect of sponsorship integrations at events as a tool to shape the image of a beverage brand. Since event sponsorship is an effective marketing tool for brands, and in the conditions of the Russian market the transfer of the image of new brands through sponsorship is of particular importance due to the emergence of new Russian brands and the departure of old ones, but at the same time the formats of sponsorship integrations separately are insufficiently studied, the purpose of the study was to identify the forms of sponsorship integrations at an event that form a positive attitude of event visitors to the sponsoring brand in the beverage industry. In the first stage of the study, in-depth interviews will be used to identify brand attributes, formats of sponsorship integrations and specifics of brand communications with event visitors, and hypotheses will be developed for the second stage - a survey, which will identify the preferences of event visitors and assess the effectiveness of the types of sponsorship integrations in communicating the brand image. The results obtained can be used for further research in the field of event sponsorship and serve as recommendations for practical application to beverage brands.