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Visual animation of sponsorship signage has become a frequently used technique at televised sports with the aim to increase viewer attention. The purpose of this paper is to investigate the impact of animation intensity of sponsorship signage on sport viewers’ attention and to examine viewers’ visual confusion as a reaction to increasing animation intensity.

Based on a lab experiment, eye-tracking methodology was applied to analyze the participants’ visual attention to animated sponsorship signage. The stimulus films showed a highlight video clip of a tennis match and included five different intensity levels of animated signage. The hypothesized causal relationships were tested by using linear regression analysis and structural equation modeling.

The results demonstrate that animation intensity of sponsorship signage positively influences sport viewers’ attention. The findings also reveal that animation intensity has no significant effect on sport viewers’ visual confusion.

The findings suggest the use of higher animation intensity levels for effective sponsorship communication in sports broadcasts. Furthermore, there is still more potential to improve sponsorship communication at televised tennis events as viewer confusion was not affected by animation intensity.

This research contributes to the body of knowledge by taking into account different intensity levels of animated sponsorship signage in a tennis event context. It is the first study that demonstrates the impact of animation intensity to improve sponsorship communication at televised sporting events.

The impact of various factors on how TV sports audiences perceive sport event sponsors’ billboards around sports facilities has been the subject of extensive research. Despite numerous factors that impact the effectiveness of sponsor signage at sporting events, there has been a lack of research regarding the language used for such signage around sports facilities’ billboards. Therefore, this study aims to investigate the effects of billboard advertisement language on TV sports audiences’ recognition, recall and search intention to sponsor signage.

This study employed an online experimental design. Participants (n = 925) were recruited from two linguistically different regions: Chinese and English. Participants were randomly assigned to one of two conditions: watching tennis video matches with billboard advertisements presented in either the Roman alphabet exclusively or in a combination of the Roman alphabet and Chinese characters.

This study revealed that although language cannot significantly impact audiences’ unaided recall of a brand, it does have a discernible effect on brand recognition and search intention among audiences. Additionally, people are more likely to search for brands in their native language. Participants from various regions tend to have different recognition rates and search intentions for sport sponsors.

This is the first manuscript examining the use of different languages in relation to audiences’ recognition and recall of sports sponsorship. It provides empirical evidence of the importance of carefully considering the language used in sponsor signage around stadium billboards to optimize the efficacy of sponsorships at sports events.

The academic literature debates the desirability of sponsoring alcohol products at sporting events, a discussion that increases as major sporting events approach. This study aims to examine the influence that sponsorship of an alcoholic product such as beer has on the sports spectator, and the level of efficacy with respect to congruent, alcohol, and incongruent sponsorship.

The experiment was performed on 180 subjects considering three variables 3 × 3 × 2 (congruency type vs alcohol; sport discipline; placement). The experiment consisted of exposure to sponsored sports posters. Visual attention was recorded through eye tracking and then a self-reported questionnaire.

Through an experiment using eye tracking the results showed that the recall variable is higher among alcohol sponsorships and incongruent sponsorship, but it cannot be concluded either that the intention to buy or the attitude toward the brand differ among the sponsorships analyzed.

Alcohol brand is perceived as an incongruous brand in the context of sports sponsorship. Congruent sponsors attract more attention and recall, but no differences in terms of intention to buy. If purchase intent and consumption does not increase, perhaps sports sponsorship by alcohol brands should be reconsidered.

This research makes at least three relevant contributions to the scientific literature. (1) It examines the response to sponsorship in the media of the sports poster. (2) It analyses the consumer's response using neurophysiological means and provides new indicators in this area and (3) It compares performance indicators such as purchase intent, recall and brand attitude for alcoholic and non-alcoholic brand sponsors. These contributions could introduce new information about sponsorship performance.

The purpose of this paper is to examine the impact of exposure-related and consumer-related factors on the return of sponsorship investment through their influence on viewers’ attention for sponsor signage.

Data were collected through an experimental study (n=92) involving eye-tracking and a questionnaire, and were analyzed using regression analysis.

The results show that viewers’ attention for sponsor signage is affected by the signage color of concurrent sponsors, as well as viewers’ brand familiarity, and sport involvement. In particular, the findings reveal that viewers’ attention for sponsor signage increases with greater color contrast between concurrently visible sponsor signage. Further, signage receives more attention if viewers are familiar with the brand and less involved with the sponsored event. Given that attention is an important prerequisite for further processing of sponsorship information, these findings have important implications for managers seeking to evaluate the return on their sponsorship investment.

When assessing the return on a sponsorship investment, marketers should consider the characteristics of surrounding sponsor signage and the audience with regard to their impact on viewers’ attention for their own signage. Ideally, marketers should attempt to create a greater color contrast between their own signage and its surroundings in order to maximize viewer attention.

This paper provides valuable information on the importance of concurrently visible sponsor signage and audience characteristics for the return on investment of sponsorships through their impact on viewers’ attention.

Technological innovations could allow for real-time control of sponsor exposure during sport broadcasts to increase the capacity of sponsor messages to attract attention. While such an approach requires knowledge on the interplay between in-game events and viewers' attention to sponsor signage previous studies have disregarded factors pertaining to the competition itself. To address this gap, this paper investigates the impact of game-related variables on the allocation of viewer attention in live broadcasts.

Eye tracking is used to examine the impact of variations in score, ball position and ball possession on soccer fans' attention to sponsor messages during broadcasts. In total, the data comprise n = 36,604 second-by-second observations from 11 participants and games.

Logistic regression analysis reveals game time effects and significant interaction effects between possession and the score as well as the ball position variable. Sponsors receive less attention if the attacking team controls the ball near the opponents' goal, particularly if the viewers' preferred team is in possession.

Property owners and sponsors can exploit these findings to determine the value of sponsor brand exposure more precisely. New systems could further increase message effectiveness through adjustments of sponsor exposure based on real time match event data.

This study is the first to explore the influence of game-related variables on attention to sponsors. By employing live broadcasts in a near-realistic setting, it further addresses a gap in the literature and adds to the knowledge on sponsor message processing.

This paper examines the effects of advertising type and antecedents of attitude towards advertising in general (AG) on individuals' responses to advertising in a sports broadcast setting. Both AG antecedents and advertising type were assessed using Brackett and Carr's (2001) model. Our results indicate that individual responses to advertising vary according to the type of advertising (television commercials, virtual ads by location).

The purpose of this research was to investigate how VR-mediated sports, as opposed to 2-D screens, affect the emotional and cognitive experiences of fans with the game and its sponsors.

The current study employed a single-factorial experimental design, in which participants were randomly assigned to either watch a soccer game through a VR headset or a 2-D screen. Physiological and self-reported measures were used to measure levels of presence, arousal, attention and memory.

Participants who watched sports through VR experienced a higher level of presence, greater psychophysiological arousal, and exhibited higher levels of attention toward the game. However, they showed lower recognition for in-stadium signage compared to those who watched the game on a 2-D screen.

The results suggest that sports teams can use VR to create a more immersive and engaging experience for fans. Additionally, in-stadium signage advertising may not be as effective in VR sport broadcasting contexts, and sports practitioners may want to explore alternative forms of advertising that are better suited for VR environments.

Methodologically, this study used a combination of self-reported and real-time physiological measures to capture dynamic and spontaneous changes in fans while watching games. Theoretically, this study utilized the Dynamic Human-Centered Communication System Theory to adopt a human-centered approach to understand how VR impacts the experience of sport game viewers.

In recent years, neurophysiological tools have been vastly applied in sport marketing research. Eye tracking, a pervasive sensor technology, has received a growing interest to examine the effects of advertising through sport on viewer attention. While there is a plethora of evidence in advertising that supports the positive effects of various advertising types and locations on viewer attention in various sport contexts, little is known about the role of a prosocial overlay ad on viewer attention when watching televised football matches. Therefore, this research aims to examine the differences in viewers' attention (i.e. fixation and duration) with regard to game attractiveness and colors of the prosocial message during televised football matches.

To identify the research gap, the authors first reviewed the relevant sport marketing and neuroscience research on advertising effectiveness. The authors selected a prosocial message displayed. Adopting an experimental research design and using eye tracking, this study examined the impacts of game attractiveness and colors of message on viewer attention to the prosocial message displayed on an overlay advertisement during a football match.

The authors found that the colors of prosocial messages and game attractiveness had significant effects on viewer attention to the prosocial message.

In this study, the authors sought to add advertisement color, as well as game attractiveness, to the extant knowledge in marketing literature as effective advertising factors in capturing viewers' attention. These variables can offer marketers new insights in designing effective advertisements for the context of televised sports events in a specialized field.

Examines the impact of a video screen on spectator satisfaction and the advertising effectiveness of rotational‐signage systems. A total of 181 spectators at a major college football game were interviewed during the half‐time of a regular season contest. Results demonstrate that the screen is a significant component of a stadium’s servicescape which can increase the satisfaction of fans and their intentions to attend future events. While fans recognized less than half the companies that were advertised, firms with the most exposure on rotational systems were more readily identified. Results also suggest that companies are likely to generate substantial goodwill if fans recognize them as sponsors of events. Implications, directions for future research, and limitations are discussed in conclusion.

The majority of sponsorship studies were conducted on sports events of a long duration. Given that sponsor recall is affected by duration of exposure, the purpose of this paper is to examine whether sponsorship of an event of a shorter duration can be equally effective.

In total, 241 respondents were randomly distributed to one control group and three experimental groups. In all groups, respondents were tasked to watch a video clip of a swimming event lasting less than ten minutes.

In the control group (n=74), the mean number of correctly recalled brands was 2.26 (SD=1.31). This was comparable to the mean number of recalled brands in earlier studies on sports events of longer duration. In experimental group 1 (n=37), respondents watched a video clip without the logos of the sponsors along the length of the pool. The findings suggest that signages along the competition arena may have limited effect on the recall rate and that brand prominence affects the recall rate. In experimental group 2 (n=68), respondents were tasked to watch a swimming event with longer duration. In this case, the longer duration of exposure led to a significantly higher number of brands recalled (M=2.94, SD=1.36) as compared to the control group. In experimental group 3 (n=62), respondents were tasked to focus on the swimming event. When spectators were more involved in the swimming event, there was a significant decrease in the number of brands recalled (M=1.87, SD=1.35) when compared to the control group. The results from experimental groups 2 and 3 suggest that duration of exposure and spectator involvement affects the recall rate of sponsors.

The findings suggest that sponsorship of sports events with a short duration can be as effective as longer events although this is dependent on the prominence of the sponsor, duration of the event and spectator involvement.

Given that many sports events are now broadcasted on YouTube and other social media where the duration is typically short, it suggests that sponsors may also benefit from sports events that are broadcasted on these platforms.

The paper provides useful information on sponsor recall and its relationship to duration of exposure.