A framework for understanding the factors that influence spectators' recall and recognition of embedded sponsorship stimuli

Now, more than ever, sponsors of athletic events demand to see evidence of a commercial return, such as enhanced brand awareness, for their investment of cash or non-cash resources (Lough et aI., 2000). The most common way to measure the impact of perimeter signage (Le., any billboard or sign that displays a company's brand name and/or logo and which surrounds the playing area) on spectators' awareness of event sponsors has been through the use of brand name recall and recognition tests (Shilbury & Berriman, 1996). Recall testing requires spectators to list all of the sponsors they can remember seeing at, for example, an athletic event, strictly from memory and without any help (Cuneen & Hannan, 1993). With recognition testing, spectators are required to identify sponsors from a prepared list which include "dummy" brand names (i.e., sponsors that are present in the list but which do not actually sponsor the event). In order to determine whether sponsors' brand awareness objectives are being met, it is important for sport and recreation marketers to understand what influences a spectator's ability to remember (Le., recall and/or recognize) the brand names of companies who advertise on perimeter signage. The purpose this study was to examine the factors that influence spectators' recall and recognition of embedded sponsorship stimuli (i.e., company brand names on perimeter signage surrounding the play area) at a Canadian University's men's basketball game and football game. These factors included the number of games spectators attended over the course of the season (i.e., repeated exposure to sponsorship stimuli), spectators' level of involvement with the event, and spectators' level of involvement with the advertisements (i.e., perimeter signage). This study also examined the differences between recall and recognition as a means of measuring spectators' awareness of sponsors, and attempted to determine if there are sport differences in spectators' recall and recognition of perimeter signage. Upon leaving the football stadium or gymnasium, spectators were approached, at random, by trained research assistants located at each exit and asked to complete a brief survey questionnaire. Respondents completed the survey on-site. A total of 358 completed surveys were collected from spectators who attended the football (N = 277) and basketball (N = 81) games. The data suggest that football and basketball respondents recognized more sponsors' brand names than they recalled. In addition, football respondents who were highly involved with the event (i.e., those individuals who viewed attending the events as fun, interesting and exciting) attended more games over the course of the season and had significantly higher brand name recognition of sponsors who advertised on perimeter signage than those individuals with low involvement with the athletic event. Football respondents who were highly involved with the sponsors' advertisements (i.e., those individuals who viewed sponsors' perimeter signage as appealing, valuable and important) had significantly higher brand name recall of event sponsors than those individuals with low involvement with these sponsors' advertisements. Repeated exposure to perimeter signage did not have a significant influence on football or basketball respondents' recall or recognition of sponsors. Finally, the data revealed that football respondents had significantly higher recall of sponsors' brand names than basketball respondents. Conversely, basketball respondents had significantly higher recognition of sponsors' brand names than did football respondents.

Influência da torcida sobre o desempenho de atletas de voleibol

O contexto esportivo tem sido marcado por um numero crescente de torcedores, sendo esses algumas vezes apaixonados por esporte, ou meros curiosos que acompanham matérias jornalísticas, os mesmos torcedores que vibram nos momentos de vitória e vaiam nos momentos de derrota. Podemos dizer que essa torcida poderá desequilibrar o atleta a ponto de interferir em seu desempenho e levá-lo a uma ansiedade capaz de gerar outras fortes tensões, perdendo totalmente o controle da situação pela qual está passando. As equipes desportivas devem dar uma importância maior para a preparação psicológica dos atletas em função do modo como os fatores psicológicos, os agentes causadores de estresse e a baixa alto-estima causam interferência no cotidiano de um atleta. E essa preparação é sempre colocada em segundo plano quando comparada a preparação física, técnica e tática. Este estudo tem como objetivo analisar qualitativamente qual a influência que a torcida pode exercer sobre o desempenho de atletas de voleibol durante uma partida, seja ela disputada com a torcida incentivando ou tentando atrapalhar os jogadores. Em pesquisa documental (uma entrevista feita em 1997), cujos dados encontram-se armazenados no LEPESPE, Laboratório de Estudos e Pesquisas em Psicologia do Esporte, IB/UNESP, sob código DEF/UNESP/MCZ/97, coletados em campeonatos esportivos, no estado de São Paulo, incluindo jogos oficiais da Secretaria de Esportes e Campeonatos Esportivos Universitários por equipe de pesquisadores do laboratório, percebeu-se que tanto em turmas de treinamento, como em jogos entre classes ou entre escolas é que uma primeira preocupação fica mesmo por conta do jogar para ganhar, seguida da intenção de se fazer um bom papel, uma bela figura. Os depoimentos citados mostram que os alunos são breves espelhos de seus professores, quando são bem motivados com...(Resumo completo, clicar acesso eletrônico abaixo)

The Michigan Stadium [From an etching]

Image creator Shaw was General Secretary of the Alumni Association, 1904-1029 and Director of the Bureau of Alumni relations, 1929 -1950. He edited and illustrated the Michigan Alumnus and Michigan Alumnus Quarterly Review.

Watching football in marvellous Melbourne : spectators, barrackers and working class rituals

A study of crowds drawn to Australian football matches in colonial Victoria illuminates key aspects of the code's genesis, development and popularity. Australian football was codified by a middle-class elite that, as in Britain, created forms of mass entertainment that were consistent with the kind of industrial capitalist society they were attempting to organise. But the 'lower orders' were inculcated with traditional British folkways in matters of popular amusement, and introduced a style of 'barracking' for this new code that resisted the hegemony of the elite football administrators. By the end of the colonial period Australian football was firmly entrenched as a site of contestation between plebeian and bourgeois codes of spectating that reflected the social and ethnic diversity of the clubs making up the Victorian competition. Australian football thereby offers a classic vignette in the larger history of 'resistance through ritual'.

An analysis of factors relating to attendance at sports events

The factors that motivate attendance at sports events are many and varied and include social dimensions and on-site entertainment. Recent studies have found that attendance at sporting events in Australia is on the rise with approximately seven million Australians attending sporting events in 2002 (Australian Bureau of Statistics 2003). The Australian bureau of statistics reports, however, that in the five-year period to 2002, male spectators outnumbered female spectators by 25%. This paper reports on a survey of 460 respondents from the city and suburbs of Melbourne that identifies and explores the factors that motivate attendance at sports events and compares the responses of male and female respondents. The findings show that male and female attendees place a different emphasis on different attendance factors and that venue managers can influence attendance through a variety of management and promotional strategies.

An empirical analysis of attendance factors relating to the female sports market

Although approximately seven million Australians attended sporting events in 2002, male spectators outnumbered female spectators by 25 percent (Australian Bureau of Statistics 2003). This study investigates the reasons for this difference by analysing a survey of 175 female sporting event attendees. The findings show that female attendance motivations are different for different sporting events, for example, football, horse racing and tennis. A number of other factors that were also found to influence attendance amongst the female market are explained and discussed and implications for sports venue managers are presented.

Sports events and the female market : an investigation of attendance motivations

Over the last five years, attendance at sports events in Australia has grown at a rate of 13%; however, male spectators outnumber female spectators by 25% (ABS 2003). Drawing on a sample of 175 female respondents from the city and suburbs of Melbourne, this study identifies and explores the factors that motivate their attendance at sports events. The results show that social dimensions as well as on site entertainment can have a strong influence in attracting a female audience and that omen will
not attend if the facilities provided are not of a high standard.

An exploration of the motivation to attend for spectators of the Lexmark Indy 300 champ car event, Gold Coast

The perceptions of spectators (N = 36) at the Lexmark Indy 300 Champ Car event were assessed via qualitative methods to evaluate their internal and external motivations to attend. The most common reason to attend was the atmosphere that the event created, and entertainment. Other reasons included the race, enjoying the company of friends, and group affiliation. The characteristics of the majority of attendees were predominantly male, 26 to 35 years old, from Queensland, who earned around AUD$50,000 to $75,000 per annum. The findings of the study have implications for sport marketers who wish to communicate to these individuals.

Social positioning and the construction of a youth sports club

This article uses the concept of social positioning to explore the construction of a youth sports club by young people, their parents and coaches. The year-long ethnography of Forest Athletics Club (FAC) identified two athlete positions of Samplers and Beginning Specializers. Four parents’ positions were identified, those of Non-Attenders, Spectators, Helpers and Committed Members. One coach position was the Committed Volunteer. Each of these positions was interdependent. Particular expectations, practices and values were attached to these positions. It is argued that the club operates according to multiple agendas and that FAC is a complex and dynamic social phenomenon that is practised differently by the three groups of key players.

Extreme sports as a facilitator of ecocentricity and positive life changes

Extreme sports and extreme sports participants have been most commonly explored from a negative perspective, for example the 'need to take unnecessary risks'. This study reports on findings that indicate a more positive experience. A phenomenological method was used via unstructured interviews with 15 extreme sports participants and other first hand accounts. The extreme sports included B.A.S.E. jumping, big wave surfing, extreme skiing, waterfall kayaking, extreme mountaineering and solo rope-free climbing. Results indicate that participating in activities that involve a real chance of death, fear and the realisation that nature in its extreme is far greater and more powerful than humanity triggers positive life changes, and an eco-centric standpoint.

Extreme Sports: A positive transformation in courage and humility

Extreme sports and extreme sports participants have been most commonly explored from a negative perspective, for example the “need to take unnecessary risks.” This study explored what can be learned from extreme sports about courage and humility - two positive psychology constructs. A phenomenological method was used via unstructured interviews with 15 extreme sports participants and other first hand accounts. The extreme sports included B.A.S.E. jumping, big wave surfing, extreme skiing, waterfall kayaking, extreme mountaineering and solo rope-free climbing. Results indicate that humility and courage can be deliberately sought out by participating in activities that involve a real chance of death, fear and the realisation that nature in its extreme is far greater and more powerful than humanity.

Extreme sports as a precursor to environmental sustainability

Extreme sports have unfortunately gained a reputation for being risk focused and adrenaline fuelled. This perspective has obscured the place of the natural world, making extreme athletes appear to seek to conquer, compete against or defeat natural forces. In contrast, this paper explores findings from a larger hermeneutic phenomenological study that suggests extreme sports can initiate a positive change in participants’ relationships with the natural world. Data sources include first-hand accounts of extreme sports participants such as biographies, videos, papers and journals as well as interviews with ten male and five female extreme sports participants. Reports indicate that extreme sport participants develop feelings of connection to the natural world and describe themselves as being at one with the natural world or connected through a life enhancing energy. The paper draws on theoretical perspectives in ecopsychology which suggest that feeling connected to nature leads to a desire to care for the natural world and contributes to more environmentally sustainable practices.

Analyzing the prevalence of sports-related terms among the web sites of global corporations

This research investigates the prevalence of sports-related terms among the Web sites of the world’s leading companies, the Fortune Global 500. An automated process copied about four gigabytes of textual data, around 70 million words, from their sites. The subsequent analysis revealed regional and industry differences in the distribution of sports-related terms, the popularity of tennis stars and few references to sports stars, especially in Asia.