Consumer Awareness of Sponsorship at Grassroots Sport Events

Kimberly S. Miloch
Keith W. Lambrecht

As the nature and motivations of sponsors have evolved, sponsorship of grassroots and niche sport events has grown. The purpose of this research was to assess consumer awareness of sponsorship at a grassroots and niche sport event through an examination of recall and recognition rates and purchase intentions. Data were gathered using traditional methods of consumer awareness assessment. Recall and recognition rates in this study were comparable but somewhat lower than those noted in studies of Olympic sport or mega-sport events. Recall and recognition rates appeared to be influenced by location of signage, activation, and level of familiarity with the event. Age appeared to influence purchase intentions. Recommendations to increase sponsor awareness at this level of sport are provided.