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Predicting Brand Awareness of Corporate Sponsor Activation in Intercollegiate Athletics.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Predicting Brand Awareness of Corporate Sponsor Activation in Intercollegiate Athletics./
Author:	Gay, Colin.
Description:	1 online resource (41 pages)
Notes:	Source: Masters Abstracts International, Volume: 56-06.
Subject:	Sports Management. -
Online resource:	click for full text (PQDT)
ISBN:	9780355181067

Predicting Brand Awareness of Corporate Sponsor Activation in Intercollegiate Athletics.
Gay, Colin.

Predicting Brand Awareness of Corporate Sponsor Activation in Intercollegiate Athletics. - 1 online resource (41 pages)

Source: Masters Abstracts International, Volume: 56-06.

Thesis (M.A.)--The University of North Carolina at Chapel Hill, 2017.

Includes bibliographical references

Brand awareness is cited as the main objective of companies engaging in sponsorship agreements with collegiate athletic departments and is often used as a measurement of sponsorship effectiveness. The field of sports sponsorship has evolved from static signage advertisements and one-way messaging to include on-site displays, digital and social media, and interactive technology. Multi-media rights holders are expected to spend over $25.5 billion in rights fees to colleges and universities over the next 15 years (imgcollege.com, 2017). Brands are vying for engagement and convergence with a team and the 190 million college sports fans they reach. In 2015, Nissan signed a historic national sponsorship contract with over 100 collegiate athletic departments (Forbes, 2015). The all encompassing contract consists largely of interactive stadium displays, on-site technology, enter-to-win contests, and in-stadium LED signage. This style of sponsorship is becoming common across all levels of sport, and the effectiveness of such sponsorships in achieving consumer brand awareness should be examined. Since companies must decide whether to allocate their marketing budget for sport sponsorships, it is necessary they are aware which assets will be the most effective in achieving brand awareness. The purpose of this study was to predict the brand awareness of corporate sponsorship activation through the measurement of consumer recognition rates of athletic department sponsors at an intercollegiate football game. Corporate sponsors, athletic departments, brand marketers, and multi-media rights holders will benefit from the research in this area.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355181067Subjects--Topical Terms:

1180497
Sports Management.
Index Terms--Genre/Form:

554714
Electronic books.

Predicting Brand Awareness of Corporate Sponsor Activation in Intercollegiate Athletics.
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245 1 0 $a Predicting Brand Awareness of Corporate Sponsor Activation in Intercollegiate Athletics.
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300 $a 1 online resource (41 pages)
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500 $a Source: Masters Abstracts International, Volume: 56-06.
500 $a Adviser: Nels Popp.
502 $a Thesis (M.A.)--The University of North Carolina at Chapel Hill, 2017.
504 $a Includes bibliographical references
520 $a Brand awareness is cited as the main objective of companies engaging in sponsorship agreements with collegiate athletic departments and is often used as a measurement of sponsorship effectiveness. The field of sports sponsorship has evolved from static signage advertisements and one-way messaging to include on-site displays, digital and social media, and interactive technology. Multi-media rights holders are expected to spend over $25.5 billion in rights fees to colleges and universities over the next 15 years (imgcollege.com, 2017). Brands are vying for engagement and convergence with a team and the 190 million college sports fans they reach. In 2015, Nissan signed a historic national sponsorship contract with over 100 collegiate athletic departments (Forbes, 2015). The all encompassing contract consists largely of interactive stadium displays, on-site technology, enter-to-win contests, and in-stadium LED signage. This style of sponsorship is becoming common across all levels of sport, and the effectiveness of such sponsorships in achieving consumer brand awareness should be examined. Since companies must decide whether to allocate their marketing budget for sport sponsorships, it is necessary they are aware which assets will be the most effective in achieving brand awareness. The purpose of this study was to predict the brand awareness of corporate sponsorship activation through the measurement of consumer recognition rates of athletic department sponsors at an intercollegiate football game. Corporate sponsors, athletic departments, brand marketers, and multi-media rights holders will benefit from the research in this area.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Sports Management. $3 1180497
655 7 $a Electronic books. $2 local $3 554714
690 $a 0430
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a The University of North Carolina at Chapel Hill. $b Exercise and Sport Science. $3 1181462
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