Sponsorship effectiveness in professional sport: An examination of recall and recognition among soccer fans

Rui Biscaia, Abel Correia, Stephen Ross, António Rosado

Research output: Contribution to journalArticlepeer-review

33 Citations (Scopus)


This research aims to examine football fans' awareness of their team sponsors and to compare sponsorship awareness between season ticket holders and casual spectators. Data was collected from among fans of a professional football team and results revealed that spectators recall 'top of mind' those sponsors with their logo displayed on the team shirts. Thus, being visible from the stadium stands is important to ensure recall rates. Fans are typically able to properly recognise sponsors and non-sponsors of their team. However, some competitor brands engaged in football sponsorship are incorrectly recognised as sponsors of a team. Finally, the number of brands recalled and recognised correctly by season ticket holders is significantly higher than for casual spectators. The research findings, managerial implications, limitations and future research directions are discussed.
Original languageEnglish
Pages (from-to)2-18
Number of pages17
JournalInternational Journal of Sports Marketing and Sponsorship
Issue number1
Publication statusPublished - 1 Oct 2014


  • football
  • fans
  • season ticket
  • sponsorship
  • top of mind
  • recall
  • recognition

Cite this