Advertising, sponsorships, and other marketing communications are commonplace in the contemporary world of sports. Are sports fans irritated and annoyed by this commercial bombardment or are they accepting of the role of sports advertising? This study investigates consumers’ perceptions of commercial messages during televised sporting events. The results indicate that fans of two of the most popular US sports (NFL and NASCAR) generally have high levels of sport commercial acceptance (SCA) in televised broadcasts. NASCAR fans—particularly those highly identified with the sport—are the most...Read more
