SPORT CONSUMPTION AMONG WOMEN VS. BRAND RECOGNITION OF OFFICIAL SPONSORS DURING UEFA EURO 2012

Numerous studies prove that consumer confusion about official sponsors and ambushers recognition depend on spectator involvement in a sport event, but there is a deficit of literature available on the subject of women as fans. Therefore, the authors made an attempt to verify how event involvement in the UEFA Euro 2012 influenced the recognition of both sponsors’ and ambushers’ brands among female fans. The survey comprised a representative random sample of 523 Polish women above the age of 15 years. In order to verify the sport involvement among women respondents were asked questions about the quantity and intensity of the matches watched. Polish women showed high interest in 2012 UEFA European Championship. More than 20% of them declared that they had watched more than 11 matches. However, only approx. 30% of the women identified official sponsors’ brands. It is also worth to add that those who were more involved and belonged to heavy viewers and moderate viewers recognised sponsors’ brands much better that the other groups. This study proves that women are interested in football and they are quite engaged fans. Therefore authors claim that adequate information and media coverage should be sent towards them. It might be a suggestion for designers and planners of promotional campaigns to make an attempt to reach female audience with a clear message.

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