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 – Advances in technology allow fans to consume live broadcasts of sports events almost anywhere via personal computers, tablets and smartphones. These devices are also frequently utilized as “second screens” to communicate with fellow fans on social media, access additional...