Brand Recognition and Sponsorship – The Battle Between Official Sponsors and Ambushers
Brand Recognition and Sponsorship – The Battle Between Official Sponsors and Ambushers

Summary/Abstract: It is acknowledged that sponsorship can help corporations achieve brand recognition, especially when such organisations sponsor a sport event. This type of association is nevertheless coming under threat from ambushers, causing confusion among consumers. This study therefore sets out to answer the following research question: what is the extent and nature of brand recognition among consumers of products marketed by official sponsors and of products marketed by ambushers? In addressing the research question, data was gathered during the UEFA Euro 2012. A sample (N = 1,000) of Polish consumers was surveyed, with statistically significant differences between variables in the model being verified by means of chi-square testing. In spontaneous testing, official sponsors achieved higher brand awareness scores; however, in aided testing the brands of ambush marketers achieved higher brand awareness scores. The study identifies that there were high rates of recognition of ambushing brands, which were the result of ambush marketers using numerous and varied communication channels. We therefore highlight the need to understand consumer cognition in relation to both official event sponsor brands, and those of ambush marketers. This will help sponsors to better understand the cognition and behaviour of consumers in relation to official and ambushing brands.

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