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.

Conclusions and future directions for sports events management scholarship

The book adopts a unique stakeholder perspective, structured around the groups and individuals who have an interest in and co-create sports events, including organising committees, promoters, sport organisations, spectators, community groups, sponsors, host governments, the media and NGOs. Each chapter addresses a specific stakeholder, defines that stakeholder and its relationships with sports events, describes the managerial requirements for a successful event, assesses current research and directions for future research, and outlines the normative dimensions of stakeholder engagement (such as sustainability and legacy)

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.

Imigrantes bolivianos em São Paulo : a Praça Kantuta e o futebol

Universidade Estadual de Campinas . Faculdade de Educação Física

Pedagogia do esporte : organização, sistematização, aplicação e avaliação de conteúdos esportivos na educação não formal = Sport pedagogy : organization, systematization and application of sports content in non-formal education

Universidade Estadual de Campinas . Faculdade de Educação Física

Monitoramento de parâmetros imunológicos em atletas adolescentes de basquetebol durante e após a temporada esportiva= : Monitoring of immunological parameters in adolescent basketball athletes during and after a sports season

Universidade Estadual de Campinas . Faculdade de Educação Física

Futebol e sociedade : as manifestações da torcida

Universidade Estadual de Campinas. Faculdade de Educação Física

Academic papers about fight, martial arts and combat sports

The present study had as objective to verify the production of fight, martial arts and combat sports in articles published in the main Physical Education academic journals available in Brazil after the establishment of the CONFEF, as well as analyze the subjects studied in these articles. The subject classification followed Tani (1996)`s proposition concerning an academic structure to Kinesiology, Physical Education and Sport. When considering the 2561 articles published on these journals only 75 (2.93%) were related to Fight/Martial Arts/Combat Sports. It was verified a predominance of studies conducted in the Biodynamic area (40%), followed by Human Movement Socio-cultural Studies (32%) and Motor Behavior (8%). The applied studies were divided as: Human Movement Pedagogy (10.7%), Sports Training (8%), Sports Administration (1.3%) and Adapted Human Movement (none study published). These data indicate: (1) a reduced number of publications concerning these activities, especially those of applied nature; (2) a need to promote inter and multidisciplinary research about this subject.

Concussion in contact sports: Reliable change indices of impairment and recovery

This paper reports a follow-up study to an article on the sensitivity of three tests of speed of information processing to impairment after concussion (Hinton-Bayre, Geffen, BL McFarland, 1997). Group analyses showed that practice effects can obscure the effects of concussion on information processing, thereby making the assessment of functional impairment and recovery after injury unreliable. A Reliable Change Index (RCI) was used to assess individual variations following concussion. It was found that 16 of the 20 concussed professional rugby league players were impaired 1-3 days following injury. It was also demonstrated that 7 players still displayed cognitive deficits at 1-2 weeks, before returning to preseason levels at 3-5 weeks. The RCI permits comparisons between different tests, players, and repeated assessments, thereby providing a quantitative basis for decisions regarding return to play.

The effectiveness of commercially available sports drinks

The purpose of this review is to evaluate the effectiveness of commercially available sports drinks by answering the questions: (i) will consuming a sports drink be beneficial to performance? and (ii) do different sports drinks vary in their effectiveness? To answer these questions we have considered the composition of commercially available sports drinks, examined the rationale for using them, and critically reviewed the vast number of studies that have investigated the effectiveness of sports drinks on performance. The focus is on the drinks that contain low carbohydrate concentrations (10%, which are intended for carbohydrate loading, Our conclusions are 3-fold. First, because of variations in drink composition and research design, much of the sports drinks research from the past cannot be applied direct Iv to the effectiveness of currently available sports drinks. Secondly, in studies where a practical protocol has been used along with a currently available sports beverage, there is evidence to suggest that consuming a sports drinks will improve performance compared with consuming a placebo beverage. Finally, there is little evidence that any one sports drink is superior to any of the other beverages on the market.