Overall, findings suggest recall is associated most closely with the level of sponsorship, but also with the length of sponsorship. Very high levels of recall are possible but although they can be quickly gained, they can also decay rapidly. It is realistic from the cases reported, and supported by club managers, that the length of sponsorship, exit strategy and related media coverage around departing sponsors can play a role in influencing both the continued awareness of non-sponsors, as well as the image of the exiting sponsor. Results provide support to clubs and sponsors who engage in prominent, long term, strategic partnerships, providing evidence that awareness increases for high profile sponsors of longer years. This growing nature of awareness, combined with the high loyalty and involvement of club STH presents evidence of a highly desirable situation for sponsors.
Paper presented at the North American Society for Sports Management Conference (NASSM 2010), Tampa, United States, 01-05 June 2010,