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Global Sport Business Journal

Global Sport Business Journal

Abstract

Sponsors of NCAA Division I conferences often have limited access to activation opportunities within members’ sports venues, limiting their reach to team fans. One purpose of this study was to determine if recognition rates of conference sponsors differ between sporting events held at campus sites and at a conference-wide tournament held at a neutral location. A second purpose was to determine if the perception of a conference’s strength impacted spectators’ intent to purchase conference sponsor products. A total of 3,142 surveys were collected from spectators at school sites and the post-season basketball tournament of an NCAA Division I conference. Results of the survey indicated recognition rates do consistently improve at the tournament compared to campus venues. In addition, a significant correlation was found between measures of conference affinity and intent to purchase sponsor products.

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