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Understanding Long-Term Effects of Sports Sponsorship: Role of Experience, Involvement, Enthusiasm and Clutter

T. Bettina Cornwell (Professor of Marketing, University of Memphis)
George E. Relyea (Manager Academic Systems, University of Memphis)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 June 2000

Abstract

An empirical investigation based on 222 sports fans of a university basketball team finds that sports enthusiasm and the mere exposure to sponsorship stimuli is positively associated with the awareness of event sponsors. In addition, the findings reveal the negative impact of advertising and sponsorship clutter on individuals' recall and recognition of sponsors.

Keywords

Citation

Cornwell, T.B. and Relyea, G.E. (2000), "Understanding Long-Term Effects of Sports Sponsorship: Role of Experience, Involvement, Enthusiasm and Clutter", International Journal of Sports Marketing and Sponsorship, Vol. 2 No. 2, pp. 39-55. https://doi.org/10.1108/IJSMS-02-02-2000-B005

Publisher

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Emerald Group Publishing Limited

Copyright © 2000 by Winthrop Publications Limited