An Analysis of Sponsorship Recall During Gay Games IV

Brenda G. Pitts

The purpose of this study was to determine if people attending the Gay Games could accurately identify the official sponsors. Sponsorship recall methodology was used, and a survey specific to the Gay Games was developed. Respondents included 182 people who identifed themselves as a Gay Games athlete, spectator, or worker. Results were varied but showed an unusually high recall rate of the sponsors. Additionally, in relation to participant attitude toward the sponsors, the results showed a comparatively strong attitude toward new loyalty to a company or product as a result of the company's involvement in the Games: Ninety-two and three-tenths percent said they would be more likely to buy the product of a Gay Games sponsor. This study could have significant implications for companies considering sponsorship involvement in lesbian and gay sports events.