Sponsorship Awareness,Attitudes,and Purchase Intentions of Road Race Series Participants

Abstract

In light of the economic recession, the sport of running has remained strong in the United States, experiencing growth in participation, number of races, and apparel sales (Running USA, 2010). Because this sport grew during a period of otherwise economic decline, and because sponsors are often vital to the existence of road races, the researchers sought to examine sponsor recognition, attitudes toward sponsors, and purchase intentions of road race series participants and to examine differences in these variables based on demographics, level of identification with the series, and usage of the series website and/or Facebook page. No significant differences existed between respondents based on demographics, but several significant differences were found based on level of identification with the series, indicating that those more highly identified were able to correctly identify more sponsors, had a more positive attitude toward sponsors, and indicated a greater intent to purchase from sponsors.