An Inquiry into the Effectiveness of an In-Game Sponsorship Activation Experience on Sponsorship Awareness and Share of Wallet

Abstract

This article explores the impact of an In-Game Sponsorship Activation Experience (SAE) on its ability to promote sponsorship awareness and share of wallet gains for the sponsoring brand of a college basketball team. The term In-Game SAE is introduced to the literature and is defined as entertainment featuring the sponsoring brand that occurs during a game, which allows for voluntary fan participation. In addition, three other sponsors of the same team are studied that did not utilize an In-Game SAE. Results indicate that an In-Game SAE elevates awareness and share of wallet among attendees as compared to the television audience. These differences were not found for sponsors that lacked an In-Game SAE. These results suggest an In-Game SAE creates memorability with attendees that translates into marketplace support. Additionally, the study finds that general purchase intentions and team identification are unreliable predictors of sponsorship awareness.

Keywords

sponsorship activation sponsorship awareness brand share of wallet

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