The Impact of Sports Sponsorship on Consumers' Brand Attitudes and Recall: The Case of NASCAR Fans

Abstract

A television clip of a NASCAR race, complete with commercials, was used to assess the impact of brand sponsorship on consumer attitude and recall. Attitudes towards the brands that appeared as logos on cars were higher for those who watched the video than for those who did not, but only for subjects scoring high in involvement. When equated for total time of exposure, recall was higher for brands exposed through logos than for brands exposed through traditional ads. However, the most effective strategy seems to be one in which traditional advertising is combined with sponsorship.