Brand Equity as a Mediator Between Corporate Sports Sponsorship and Competitiveness of Sponsoring Firms in Kenya

Purpose: This study examines the mediating role of brand equity between sponsorship and competitiveness of the sponsoring firms in Kenya. Design/Methodology/Approach: The study employed an explanatory mixed-methods design in a pragmatic approach. A census was conducted among 96 marketing and finance managers representing 48 sponsoring firms, with 65 valid responses (67.7%). The Baron and Kenny four-step regression approach was used to analyze composite scale scores, and interview evidence was used to interpret the results. Findings: Corporate sports sponsorship significantly predicted competitiveness (B = 0.792, beta = 0.415, p = .001) and brand equity (B = 0.730, beta = 0.472, p < .001). When sponsorship was controlled for, brand equity was an important predictor of competitiveness (B = 0.782, beta = 0.634, p < .001). Full mediation was supported with the sponsorship coefficient now being B = 0.221 (beta = 0.116, p = .267) after brand equity was added to the model. Implications/Originality/Value: The findings highlight brand equity as the main pathway to competitive sponsorships, stressing long-term brand building, fit, and activation rather than visibility alone.