Title page for ETD etd-1114101-172927


Type of Document Master's Thesis
Author Boyle, Amy Marie
Author's Email Address amyb1029@yahoo.com
URN etd-1114101-172927
Title The Effectiveness of Sports Sponsorships: A Study of the New Orleans Zephyrs
Degree Master of Mass Communication (M.M.C.)
Department Mass Communication
Advisory Committee
Advisor Name Title
Alan Fletcher Committee Chair
Richard Nelson Committee Member
William Anderson Committee Member
Keywords
  • new orleans zephyrs
  • sports marketing
  • sponsorships
Date of Defense 2001-11-02
Availability unrestricted
Abstract
Despite the pervasiveness of sports in American society and the ever-increasing role of sponsorship in the marketing mix, sponsorship marketing as a discipline currently lacks the rigorous academic study and theoretical foundations that exist in other marketing disciplines.

The purpose of this study is to determine whether or not sponsorship of New Orleans Zephyrs baseball is an effective way of increasing awareness of a product or brand. Using intermediate measures of recognition testing, fans at three New Orleans Zephyrs games were surveyed to test sponsor recognition. The study examined various elements of sponsorship marketing including the effects that gender, age, income, education and attendance frequency had on sponsorship recognition. Additionally, fans were asked if they consciously looked for sponsor messages at games and where they most noticed the messages. Lastly, respondents were asked if they would use a Zephyrs sponsor's product over a non-sponsor's product given the same price and quality.

Results showed that all 12 sponsors tested were recognized. Major sponsors were recognized considerably more so than mid-level sponsors and minor sponsors. A little more than half of the respondents reported that they consciously looked for sponsor messages at games, and the majority of respondents noticed sponsor signage the most on outfield fence signs. More than 80% would choose a Zephyrs' sponsor over another brand given equal price and quality.

Chi-square analysis provided significant differences concerning age, income, education and attendance frequency. Attendance frequency had the biggest impact. The more games a fan attended, the more likely they were to correctly identify most sponsors.

As the practice of sponsorship marketing becomes an increasingly more important element of the marketing mix, this study seeks to contribute to the growing body of evidence that supports sponsorship as a means to increase awareness and enhance brand image.

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