Abstract
This study examines how consumers perceive sports sponsorship by a financial services organisation. Current literature provides information on the advantages and objectives of sponsorship to an organisation. However, it is evident that there is little on how consumers react to sponsorship and in particular how the differences in brand and event involvement (EI) affect response. Data was collected from two audiences of a sponsored sports event, those who attended the game and those who did not. The research findings indicate that, in the context of sponsorship activity, brand involvement is a direct positive influence on brand attractiveness and brand meaningfulness. This study also shows that EI has a direct negative influence on brand trustworthiness. Those who were classed as involved spectators considered the brand to be less trustworthy. Limitations of the study include the economic environment, type of research method and sample size. Areas of further research are recommended.
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