Narrow Results

The majority of studies on the effectiveness of sponsorship in sporting events were conducted on events of a longer duration. This study aims to examine whether sponsorship of an event of a shorter duration can be equally effective. Given the short duration, the Limited Capacity Model of Mediated Message Processing suggests that spectators who are focused on the sporting event may not have sufficient opportunity to process the sponsored brands. Hence, this study also examines whether there are differences in the recall rate when respondents are more involved. The results show that the recall rate of sponsored brands in an event of a shorter duration can be effective although its effectiveness is reduced when spectators are highly involved in the event.