IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

The Effectiveness of Sponsorship of the F1 Singapore Grand Prix: Recall and Recognition

The Effectiveness of Sponsorship of the F1 Singapore Grand Prix: Recall and Recognition
View Sample PDF
Author(s): Shi Ying Tan (Lagardère Sports, Downtown Core, Singapore) and Do Young Pyun (Loughborough University, Loughborough, UK)
Copyright: 2021
Pages: 13
Source title: Research Anthology on Business Strategies, Health Factors, and Ethical Implications in Sports and eSports
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-7707-3.ch006

Purchase

View The Effectiveness of Sponsorship of the F1 Singapore Grand Prix: Recall and Recognition on the publisher's website for pricing and purchasing information.

Abstract

This article examines the effectiveness of sport sponsorship at the 2014 F1 Singapore Grand Prix, particularly by testing recall and recognition of brands on cars, driver's clothing and venue. Data was gathered from 120 undergraduate students who were asked to watch a 30-second video first and complete the questionnaires. The multivariate analysis of variance revealed that cars and driver's clothing were found to be more effective locations for brand awareness. There was significant differences in both recall (ΔM = 1.28, p < .05 and ΔM = 0.80, p < .05, respectively) and recognition (ΔM = 2.15, p < .05 and ΔM = 1.47, p < .05, respectively). These findings help present or potential sponsors review the benefits and costs associated with this channel of sponsorship and maximise their sponsorship investments on F1 teams or the Singapore Grand Prix in the future.

Related Content

Sajjad Nawaz Khan, Hafiz Mudassir Rehman, Mudaser Javaid. © 2022. 21 pages.
Seong-Yuen Toh. © 2022. 35 pages.
Paula Cristina Nunes Figueiredo. © 2022. 33 pages.
Deirdre M. Conway. © 2022. 24 pages.
Sriya Chakravarti. © 2022. 21 pages.
Adekunle Theophilius Tinuoye, Sylvanus Simon Adamade, Victor Ikechukwu Ogharanduku. © 2022. 26 pages.
Paula Figueiredo, Cristina Nogueira da Fonseca. © 2022. 36 pages.
Body Bottom