Strengthening the Corporate Brand Image through Corporate Sports Activities: Evidence from Suntory's Rugby and Volleyball Teams

In terms of corporate sports activities, sponsorship of sports events and athletes has been actively discussed, but knowledge about corporate sports is lacking. This is because of the tendency to give priority to largescale events and sponsorship for famous athletes, as well as the fact that corporate groups are a corporate culture peculiar to Japan. However, many companies still have corporate sports teams. Therefore, this study evaluated the effects of corporate sports such as rugby and volleyball on Suntory's corporate brand image. Applying structural equation modeling to an online survey of 1,000 people in Japan, in addition to soft drinks and alcoholic beverages, this study finds that corporate sports have a positive impact on corporate brand image. Furthermore, compared to the younger generation, who are said to be less likely to watch sports, the effect was higher for people in their 40s and older.