An Examination of the Effects of Time on Sponsorship Awareness Levels

Abstract

It was the aim of this study to examine the effects of time on sponsorship recognition. Findings revealed that there were increases in the percentage of recognition rates for 8 of the 9 sponsor companies over the period of time utilized in this study. Recognition rates ranged from 0.08% to 79.5% in the first measure and 0.17% to 89.7% in the second measure. On the second measure, however, a surprising 62.4% of the respondents stated that they would not be more likely to purchase the products of sponsoring companies because the company was a sponsor.