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

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Další údaje

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

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Anotace

V originále

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.