Sponzoring a motoring event – does it raise brand awareness?

KURA, Jakub. Sponzoring a motoring event – does it raise brand awareness? In Re-thinking geography after digital turn: Changes and challenges in Central Europe. 2019.

Základní údaje

• Originální název: Sponzoring a motoring event – does it raise brand awareness?
• Autoři: KURA, Jakub.
• Vydání: Re-thinking geography after digital turn: Changes and challenges in Central Europe, 2019.

Další údaje

• Originální jazyk: angličtina
• Typ výsledku: Prezentace na konferencích
• Utajení: není předmětem státního či obchodního tajemství
• Organizační jednotka: Přírodovědecká fakulta
• Klíčová slova česky: návštěvníci, cestovní ruch; motorsport;barum rally; brand awareness; sponzoring
• Klíčová slova anglicky: visitors, motorsport; barum rally; attendance of events; brand awareness; commercial sponzoring
• Příznaky: Mezinárodní význam

Anotace

Motorsport is one of expensive kinds of sport and in last decades it became more and more important to seek for sponsoring to get money to participate. But not only to participate, also organizing of events is getting more expensive, so also events are getting sponsoring money. Therefore brands expect its visibility in exchange for money and thus they hope that sponsoring of event would increase brand awareness. But does it really work that way? This presentation aims on case study of Barum Czech Rally Zlín and its sponsors. Research was conducted during two editions of rally and aim of research was put on whether spectators perceive brands of rally sponsors and thus sponsoring of event brings them higher awareness. Research was carried out via questionnaire which was aimed solely on rally visitors to ensure that research won´t be influenced by those, who are not spectating the event.