Collegiate sports sponsorship and brand awareness: A study of collegiate sponsorship at a football game

The main purpose of this study is to determine whether students are aware the brands, which is sponsoring their school sports events. In addition to this, the study also looked to find variables influencing the level of sponsorship effects expressed as brand awareness.;This study concerns how the effectiveness of sponsorship is produced in the two different brand awareness measures, the brand recall test and the brand recognition test. Based on this, gender and number of games the respondents attended are used in test as independent variables.;The results of this study demonstrate that the collegiate sponsorship can be a great marketing communication opportunity. But, they also provide caution that the sponsorship event itself is not the promised success. The author hope that the results are a good guide for both sponsors and the sponsored organization in setting strategies to get benefit from sponsored event and sponsorship program.