This study aims to investigate the influence of a soccer event sponsorship characterised by supporter involvement on consumer attitudes, perceptions and sponsorship awareness. An explanatory design was adopted and a pre-designed questionnaire was administered on a simple randomly selected soccer...

This study examines the influence of a sports event sponsorship on brand image and preference. An explanatory and survey research design was adopted, and a pre-designed questionnaire was administered to 400 soccer supporters selected using simple random sampling. Descriptive statistics were used...