Sponsorship awareness at a new NCAA division I football stadium: An analysis of donation level as a measure of fan identification

Abstract

Sport managers often utilise fan identification segmentation in their marketing efforts. Previous research has focused on fan interest and loyalty levels with respect to specific teams, coaches, players and other factors. A fan's level of identification with respect to these factors influences both sport and sponsor-related consumption behaviour. This study attempts to examine sports donations as a measure of fan identification segmentation by investigating sponsorship awareness related to varied levels of donation. The results indicate significant differences in sponsorship recognition rates among various donation levels of season ticket holders. This study also provides a unique perspective into the effectiveness of sponsorship at a new university football facility with a significant number of new sponsorship activation opportunities.