An Examination of the Effects of Time on Sponsorship Awareness Levels

By B. Pitts, J. Slattery. Sport Marketing Quarterly, 2004

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It was the aim of this study to examine the effects of time on sponsorship recognition. Findings revealed that there were increases in the percentage of recognition rates for 8 of the 9 sponsor companies over the period of time utilized in this study. Recognition rates ranged from 0.08% to 79.5% in the first measure and 0.17% to 89.7% in the second measure. On the second measure, however, a surprising 62.4% of the respondents stated that they would not be more likely to purchase the products of sponsoring companies because the company was a sponsor.

Subfields: Gender Studies, Marketing

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