Brand awareness is frequently cited as a main objective for firms engaging in sponsorship, and is often used as a measurement of sponsorship effectiveness. Meanwhile, sport sponsorship has evolved from static signage and one-way messaging to include an exhaustive list of assets and intangible...

Purpose: Many sport venues utilize digital ticketing, in some instances exclusively. Forced technology adoption among ticket buyers in nonsport contexts, (i.e. airline passengers) has been shown to produce negative responses among consumers. The purpose of the current study is to examine sport...