رعاية الرياضات التقليدية بين دعم الأهداف التسويقية للشركات وتعزيز الموروث الثقافي للمجتمعات - حالة رعاية شركة طيران الإمارات لسياقات الخيل: Sponsoring traditional sports between supporting the marketing objectives of companies and enhancing the cultural heritage of societies- Emirates Airlines horse racing sponsorship case

Houda HAFSI; Mouloud HOUAS

Authors

Houda HAFSI University of Algiers 3, Algeria https://orcid.org/0000-0003-3243-8755
Mouloud HOUAS University of Algiers 3, Algeria https://orcid.org/0000-0002-6470-4221

Keywords:

sports, sponsorship, marketing, Emirates Airlines

Abstract

This study aims to identify the dual contribution of sports sponsorship in achieving the marketing objectives of the supporting companies and in promoting the preservation of the sustainability of traditional sports as a cultural heritage, Based on the fact that traditional sports are no longer just recreational social activities, but one of the activities affecting the local and global economic cycle. Accordingly, the descriptive approach was relied upon to describe the variables of the study, with an analysis of successful model of Emirates Airlines in sponsoring equestrian sports, which represents its commitment to this authentic sport, and as a strategic marketing orientation in its policies, will be presented.

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Sponsoring traditional sports between supporting the marketing objectives of companies and enhancing the cultural heritage of societies- Emirates Airlines horse racing sponsorship case