TY - JOUR 
A1 - Biscaia, Rui
AU - Correia, Abel
AU - Ross, Stephen
AU - Rosado, António
T1 - Sponsorship effectiveness in professional sport: an examination of recall and recognition among football fans
Y1 - 2014
SN - 14646668
UR - http://hdl.handle.net/11268/4660
AB - 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.
KW - Fútbol
KW - Patrocinio
KW - Marketing
KW - Deporte
KW - Marketing
KW - Economía
LA - eng
ER -