Corporate Sponsorship and Season Ticket Holder Attendees: An Evaluation of Changes in Recall Over the Course of One American Collegiate Football Season

Abstract

The purpose of this study was to examine the level of sponsorship awareness of season ticket holders and the change in the awareness over the duration of one American collegiate football season through a sponsorship recall survey. The results showed that there were increases in the recall rates for eight of the nine actual sponsor companies used in the study from the beginning to the end of the season; however, only three of these differences were statistically significant.

Citation

Slattery, J. and Pitts, B.G. (2002), "Corporate Sponsorship and Season Ticket Holder Attendees: An Evaluation of Changes in Recall Over the Course of One American Collegiate Football Season", International Journal of Sports Marketing and Sponsorship, Vol. 4 No. 2, pp. 56-79. https://doi.org/10.1108/IJSMS-04-02-2002-B006