Examining Consumer Response to Sport Sponsorship: A Case Study Among Fans of a Group of 5 Division I Programs

Authors

J. Michael Martinez, Louisiana State University
Anthony W. Dixon, Troy University
Riley Montgomery, Auburn IMG College

Abstract

Considering sponsorships function as a prime source for revenue streams in intercollegiate athletics, the evaluation of sport sponsorship effectiveness is essential to maximize relationships between sponsors and athletic programs. While previous research has explored the topic of sponsorship effectiveness, previous work has largely focused on major college sports. This case study addresses this gap by examining the sponsorship effectiveness among fans of a Group of 5, Division I football team. The purpose of this case study is to measure consumer response to sport sponsorship by analyzing how attitude towards the sponsor and goodwill towards the sponsor both influence purchase intentions. Respondents included 267 fans of a Group of 5, Division I football program. Findings suggest attitude and goodwill both influenced consumer purchase intentions. The present research provides insight into the effects sport sponsorship programs have on purchase intention among college football fans of a smaller sport institution.

Recommended Citation

Martinez, J. Michael; Dixon, Anthony W.; and Montgomery, Riley (2018) "Examining Consumer Response to Sport Sponsorship: A Case Study Among Fans of a Group of 5 Division I Programs," Global Sport Business Journal: Vol. 6: Iss. 1, Article 1.
Available at: https://scholarworks.sfasu.edu/gsbj/vol6/iss1/1