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.
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
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