Abstract

This research explores the impact of sports sponsorship on the growth of the sports industry in Iraq, focusing on how such sponsorship can contribute to economic and social development despite political and economic challenges. The study highlights the vital role of sponsorship in enhancing brand awareness, fan engagement, and community support, especially in the context of Iraq, which is undergoing a phase of reconstruction and renewal. Despite the existence of a research gap focusing on the Iraqi context, this study aims to fill this gap through a theoretical exploration of the effects of sports sponsorship, utilizing various theories and models to understand these dynamics.
The research includes a review of key theories such as the Association Theory, Marketing Impact Model, Consumer-Based Brand Equity Model, and Sponsorship Fit Theory, emphasizing the importance of cultural alignment and ethical marketing in the success of sponsorship strategies. The study also sheds light on the economic and social impacts of sports sponsorship in Iraq, including infrastructure development, job creation, and enhancing social cohesion.
By presenting a conceptual model that integrates global theories with the cultural and economic specifics of Iraq, the research proposes strategic ways to use sports sponsorship as a tool for industrial growth and social development. The study concludes with recommendations for future research aimed at testing the proposed conceptual model and further exploring the role of sports sponsorship in enhancing the sports industry in Iraq, indicating the potential of this field to effectively contribute to the rebuilding of the country's social fabric and achieving sustainable development goals.