en مديريت ورزشی و شاخه‌های وابسته بدان Sport Management and its related branches مقاله مروری Review Article <div style="text-align: justify;"><span style="font-family:tahoma;"><span style="font-size:12px;">Nowadays sponsorship is an important part of sports events. Sports sponsorship offers more benefits, more variety and also it&rsquo;s a more powerful form of marketing. In general, sponsorship holds a unique position in the marketing mix because it is effective in building brand awareness, provides different marketing platforms and valuable networking and hospitality opportunities. Sponsorship marketing efforts can be influenced by culture. Especially when global sponsorship in sports which refers to sports events in different countries with different cultures, is under consideration. In such situations, sponsorship aspects can be affected by cultural obligations which are discussed in this article</span></span></div> Sports, Sponsorship, Culture, Society, Social Norms, Social Values, Organizational Culture, Advertisement, Symbols, Religion, Media, Sponsors, Brand Image, Athlete, Social Image, Sexuality, Digital Transformation 57 81 http://aassjournal.com/browse.php?a_code=A-11-856-1&slc_lang=en&sid=1 Sara Keshkar Keshkar@atu.ac.ir 10031947532846007198 10031947532846007198 Yes Allameh Tabataba’i University, Tehran, Iran Ian Lawrence i.lawrence@tees.ac.uk 10031947532846007199 10031947532846007199 No Teesside University Business School Mark Dodds Mark.Dodds@cortland.edu 10031947532846007200 10031947532846007200 No SUNY Cortland, Cortland, New York, USA Erin Morris erin.morris02@cortland.edu 10031947532846007201 10031947532846007201 No SUNY Cortland, Cortland, New York, USA Tara Mahoney tara.mahoney@cortland.edu 10031947532846007202 10031947532846007202 No SUNY Cortland, Cortland, New York, USA Kevin Heisey kheisey@liberty.edu 10031947532846007203 10031947532846007203 No Liberty University, Lynchburg, Virginia, USA Francesco Addesa F.A.Addesa@leedsbeckett.ac.uk 10031947532846007204 10031947532846007204 No Leeds Beckett University, Leeds, West Yorkshire, UK David Hedlund hedlundd@stjohns.edu 10031947532846007205 10031947532846007205 No College of Professional Studies, St. John’s University, New York, USA Geoff Dickson G.Dickson@latrobe.edu.au 10031947532846007206 10031947532846007206 No La Trobe Business School, Melbourne, Australia Hamid Ghasemi H_ghasemi@pnu.ac.ir 10031947532846007207 10031947532846007207 No Payame Noor University, Tehran, Iran Abdullah Faruq A.A.Faruq@leedsbeckett.ac.uk 10031947532846007208 10031947532846007208 No Leeds Beckett University, Leeds, West Yorkshire, UK Michael Naylor michael.naylor@aut.ac.nz 10031947532846007209 10031947532846007209 No Auckland University of Technology, Auckland, New Zealand James Santomier, Jr. santomierj@sacredheart.edu 10031947532846007210 10031947532846007210 No Sacred Heart University, Fairfield, Connecticut, USA