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ISSN : 1229-8778
The purpose of this study is to analyze the effects of sports sponsorship during the 2010 South Africa Soccer World Cup games. The effects of field and television sponsorship on spectator’s unaided recall of sponsor’s names was explored by means of an empirical study. On the day after two of 2010 South-Africa World Cup soccer games, university and graduate school students(N=678) from Busan area completed questionnaires. Results of our study reveal that spectators’s recall of sponsor’s names is effected by advertising board type, attributes of program embedded Ads, and spectators’ television-viewing environment. The implications of these findings for sponsors are examined, and future research directions are outlined.
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