Honors Theses
Date of Award
2009
Document Type
Undergraduate Thesis
Department
Integrated Marketing Communication
First Advisor
Victoria Bush
Relational Format
Dissertation/Thesis
Abstract
Despite the increasing popularity of sponsorship of sports, there remains a lack of understanding of its effectiveness. The purpose of this study was to examine the growing business practice of corporate sponsorship, and ultimately the effects of spots sponsorship, specifically intercollegiate sports at the University of Mississippi, to determine the effects on consumer attitude and behavior. In depth interviews with key informants in the sponsorship process and fan surveys were conducted to gather information regarding current sponsorships. Results suggest that sports properties and corporate sponsors agree on objectives of sponsorship; however, consistent effectiveness tracking methods cease to exist. In addition, fans feel favorable towards sponsorship of sports and agree with the practice in both intercollegiate and professional arenas. Fans were able to recall sponsors of specific sports and 49 percent confirmed making a purchase after noticing the sponsorship. However, it is yet to be determined if purchase behavior was a direct result of sponsorship or other marketing efforts. Results prove that a method to measure sponsorship effectiveness is vital to the continued practice of sponsorship, to benefit both sports properties and corporations.
Recommended Citation
Weaver, Jaime Marie, "Corporate Sports Sponsorship: An Analysis of Fan/Consumer Attitude and Purchase Behavior`" (2009). Honors Theses. 2149.
https://egrove.olemiss.edu/hon_thesis/2149
Accessibility Status
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