Sponsorship effectiveness in professional sport: an examination of recall and recognition among football fans
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 October 2014
Abstract
This research aims to examine football fans' awareness of their team sponsors and to compare sponsorship awareness between season ticket holders and casual spectators. Data was collected from among fans of a professional football team and results revealed that spectators recall 'top of mind' those sponsors with their logo displayed on the team shirts. Thus, being visible from the stadium stands is important to ensure recall rates. Fans are typically able to properly recognise sponsors and non-sponsors of their team. However, some competitor brands engaged in football sponsorship are incorrectly recognised as sponsors of a team. Finally, the number of brands recalled and recognised correctly by season ticket holders is significantly higher than for casual spectators. The research findings, managerial implications, limitations and future research directions are discussed.
Keywords
Citation
Biscaia, R., Correia, A., Ross, S. and Rosado, A. (2014), "Sponsorship effectiveness in professional sport: an examination of recall and recognition among football fans", International Journal of Sports Marketing and Sponsorship, Vol. 16 No. 1, pp. 2-18. https://doi.org/10.1108/IJSMS-16-01-2014-B002
Publisher
:Emerald Group Publishing Limited
Copyright © 2014 by Winthrop Publications Limited