Sponsorship Awareness: A Study of St. Kilda Football Club Supporters

Abstract

The purpose of this research was to examine the change in sponsorship awareness during one season by supporters of the St. Kilda Football Club. The St. Kilda Football Club is one of 15 teams that competed in the Australian Football League during the 1994 season. Two surveys were administered, one at the beginning of the season, and the second at the end of the season to determine if any significant changes in awareness had occurred. This study employed intermediate measures such as recall and recognition to collect the data. This study also examined the ability of club supporters to distinguish between club sponsorship and ground advertising. The results show that club supporters were able to distinguish between sponsorship and advertising, and that there were minimal changes in awareness of the four sponsors of the St. Kilda Football Club.

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