The Effectiveness of Sponsorship of the F1 Singapore Grand Prix

Abstract

Thisarticleexaminestheeffectivenessofsportsponsorshipatthe2014F1SingaporeGrandPrix, particularlybytestingrecallandrecognitionofbrandsoncars,driver'sclothingandvenue.Data wasgatheredfrom120undergraduatestudentswhowereaskedtowatcha30-secondvideofirstand completethequestionnaires.Themultivariateanalysisofvariancerevealedthatcarsanddriver'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<.05andΔM=1.47,p<.05,respectively).Thesefindingshelp presentorpotentialsponsorsreviewthebenefitsandcostsassociatedwiththischannelofsponsorship andmaximisetheirsponsorshipinvestmentsonF1teamsortheSingaporeGrandPrixinthefuture.

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The effects of different billboard advertisement language on TV sports audiences’ recognition, recall and search intention of the sponsor signage

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