... An experiment with 809 subjects is conducted by analyzing 20 one-minute video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR sponsorship, advertising, and conventional sponsorship. Findings The results show that the indicators of recall, credibility...

...Manuel Alonso Dos Santos; Ferran Calabuig Moreno; Josep Crespo-Hervás Purpose The purpose of this paper is to examine the influence of congruence (perceived and effective) and the level of visual attention towards sponsors on recall and purchase intention in sports sponsorship by applying...

... and results revealed that spectators recall 'top of mind' those sponsors with their logo displayed on the team shirts. Thus, being visible from the stadium stands is important to ensure recall rates. Fans are typically able to properly recognise sponsors and non-sponsors of their team. However, some...

...Gerd Nufer; André Bühler This study examined the effects of event sponsorship, in the context of the two most recent FIFA World Cup (FWC) events hosted in Europe (France 1998 and Germany 2006). More than 4,000 teenagers were incorporated into the sample in order to measure recall and image values...

... demonstrates that there was indeed an effect by type of audience and other variables. The effects of the type of audience, involvement, interest and socio-demographic variables on sponsor recall: the soccer African Nations Cup RESEARCH PAPER Keywords sponsorship type of audience recall involvement soccer Fawzi...