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Developed by Charles Yarbaugh

University Of North Alabama
Spring 2015
Sponsorship for the: Super Bowl

Super Bowl Sponsorship

Charles Yarbaugh
University Of North Alabama
Dr. Kang
April 30, 2015

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Developed by Charles Yarbaugh
University Of North Alabama
Spring 2015
Sponsorship for the: Super Bowl

Abstract
This thesis seeks to analyze the impact of sports sponsorship on brand image and
purchase intention during the super bowl. The study investigates the tools and
attitude that sponsorship are felt by the consumers, and how it benefits a broader
audience. The method approach is taken in which data is collected through surveys
taken in SRM 420 Class.

Introduction

The purpose of this paper is about how sponsorship are felt by the consumers,
and how it benefits a broader audience. By developing an association between the
company and the sports property, which is the primary objective of a sponsorship.
The importance of this problem can be explained by the study of sponsorship and
how to observe the super bowl. Developing an association between the company
and the sports property is the primary objective of a sponsorship strategy
(Fortunaton and Melzer). Sponsorships is defined as a person, firm, organization,
etc., that finances and buys the time to broadcast a radio or television program so
as to advertise a product, a political party, etc. And also having the position of

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Developed by Charles Yarbaugh
University Of North Alabama
Spring 2015
Sponsorship for the: Super Bowl
being a sponsor according to Webster dictionary. Furth more sponsorships can
increase awareness to the brand by building and having propensity to purpose. It
difference from advertising by not being able to communicate specific products
attributes. The super bowl is an annual game between the national football league
and it is the highest level of professional football in the United States. The
parameters of this paper is an agreement that is negotiated between the league
and the sponsor. Many of the contacts contain characteristic of exclusive for the
sponsoring the brand. The theoretical framework is the objective to identify one or
more common goals for the organization to engage in sponsoring programs. The
popularity behind the rational of sponsorship is that marketing is a tool to achieve
the image of the event can be assumed to the image of the sponsor. Sponsorship
has come to be viewed as a cost effective alternative promotion strategy with an
ability to transcend national and cultural barriers (Meenaghan). It can involve two
main activates the first being an exchange between a sponsor and a sponsored
whereby the latter receives a fee and the former obtains the right associate itself
with the activity sponsored and number two is the marketing of the
association(Cornwell and Main). Kantar reports that from 2004 to 2013, the super
bowl game has generated two billion of networking of networking adverting sales
from more than one hundred thirty marketers, and this year in not expected to
upset any kinds of sales. With the average rate for a thirty seconds advertising in
the big game has increased by more than 70% during the last decade and it has
reaching four million in 2013 for more the firms expects even more slightly higher

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Developed by Charles Yarbaugh
University Of North Alabama
Spring 2015
Sponsorship for the: Super Bowl
pricing for the 2014 according to USA Today.

Given this information we can

assume that marketers have paid more attention to the effectiveness of sports
related sponsorship. This effect of sports sponsorship has been examined either in
terms of consumer psychology or financial perspectives (Meyer, 2006). Authors
attempt to provide an understanding of sports sponsorship by taking both different
approaches into account.
Literature Review
Based on the literature review, a conceptual framework is developed and empirical
testing is conducted by using the super bowl between Patriots and Seahawks of
2014 in Arizona. A sponsorship can take a hold of many different forms, which can
be very hard to define. Organizations believe that sponsorships of sports properties
is a reliable tool as evidenced by financial investments in this paper. The main
purpose of the sponsorship is to capture and target the huge consumers and the
other one is to enhance the image of the corporation through different modes and
ways of advertising, promotion and media exposure. Sports league sell official
sponsorships and exclusivity for just about every conceivable products category (Eg
airlines, Beer, Cars, credit cards etc. (Street & Smith). Such as Anheser-Busch InBev
made a five game apprences from 2009-2013 generated 145-million dollars. But the
payoffs for a 30 second spot for the super bowl commercial and it has generated
one of the biggest drivers of success with them innovating sponsorships. AnheuserBush investment has double what Hyundai, Chrysler and Coca Cola (Coyle). The
benefits according to Mr. Tony Ponturo who said we are confident that this local

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Developed by Charles Yarbaugh
University Of North Alabama
Spring 2015
Sponsorship for the: Super Bowl
team sponsorships strategy, supposed by natural adverting, resources with fans and
helps them make the connection between our brands, their favorite team and
professional football.
Methods
Once again the purpose of this paper is about how sponsorship are felt by the
consumers, and how it benefits a broader audience. Also by developing an
association between the company and the sports property, which is the primary
objective of a sponsorship. The name I choose for this design was sponsoring super
bowl. It lead me into the describing about the sample and population. The nature of
this sample was in 420 srm class and the population was twelve people. This type of
sample was for mix methods. With the recruitment coming from the 420 class, it
was provided to describe measures with the charactictives and of a sports property
there are advantages of communicating the brand to the audience during the
context of the actual game or event whether the audience is attending the game or
experiencing it though the mass media(Fortunato and Melzer). The matrix and the
table of this study is education status, It was recommend that the sponsor
products to friends and family, my purchase decision in influenced by sponsorship
during the super bowl, and Sponsorships during the super bowl improves my
perception of its brands, also their marital status.

Do you watch Football?

Do

you have a particular team you go for? How important is it you to watch the SuperBowl. How important was 2015 Super-Bowl to you Between Seattle and Patriots?

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Developed by Charles Yarbaugh
University Of North Alabama
Spring 2015
Sponsorship for the: Super Bowl
#

Question Label 1

Label 4

Count 4

Label 5

Count 5

Label 6

Label 7

Count 7

Label 8

Count 8

Total Responses

Mean
0

Label 2

Count 2

Label 3

Count 6

Not Important

Very Important

14

6.93

How important is it you to watch the Super-Bowl?

Not Important

14

7.07

Count

Do you watch Football?

Very Important
3

Count 1

How important was 2015 Super-Bowl to you Between Seattle and Patriots?
Not Important

14

6.36

Very important

Min Value

Max Value

Mean 6.93

6.21

7.07

6.36

Variance

0.99

1.72

1.30

1.63

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Developed by Charles Yarbaugh
University Of North Alabama
Spring 2015
Sponsorship for the: Super Bowl
Standard Deviation 1.00

1.31

1.14

1.28

Total Responses

14

14

14

14

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Developed by Charles Yarbaugh
University Of North Alabama
Spring 2015
Sponsorship for the: Super Bowl
The analyses of the study was how consumers benefits a broader audience, and
devolving an association between the company and the sports property, the league
team or event is primary objective of sponsoring strategy. One question was How
important was 2015 Super-Bowl to you Between Seattle and Patriots? The min value
was four and the max was eight. The mean between this studies was 6.36 with a
variance of 1.63 giving the standard deviation which was 1.28 and a total of
fourteen response from the 420 class. Ten men took this survey with four girl,
giving that it is a more male donated thing to watch or view at an event.
Results/Finding
Table 1

Gender
Marital Status
Perception toward the sponsors brand of the super bowl
Sponsorships during the Super-Bowl improves my perception of its

brands. On a scale from 0-100

The questions below are regarding your perception toward the
sponsors brand of the Super Bowl. I have a positive attitude toward

the Super Bowl sponsor and its products?

In Section II, we would like to ask questions about your opinions
about Super-Bowl Sponsor (Yes/ No)

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Developed by Charles Yarbaugh
University Of North Alabama
Spring 2015
Sponsorship for the: Super Bowl

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Developed by Charles Yarbaugh
University Of North Alabama
Spring 2015
Sponsorship for the: Super Bowl

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Developed by Charles Yarbaugh
University Of North Alabama
Spring 2015
Sponsorship for the: Super Bowl

The big picture of this data is the discrepancy between the numbers of females to
males watching the super bowl has been getting smaller over the decade according
to demographic data from (Nielsen Media). Most are single and not married and
their perception of the game is that they agree with 62% out of 100%.
Conclusion
The results and finding were that many of the students in srm 420 watch football
and the mean for this was 6.93 out of fourteen response, furthermore many of the
students also watch the super bowl and it gave them to get a chance to see what
sponsors have to offer. The question ask how important was 2015 Super-Bowl to you
Between Seattle and Patriots? With that the mean was 6.36 out of fourteen
response. Sports leagues depend on a revenue generated through the selling of
sponsorship with being structured and economically. Also sponsorships have an
impact on the image brand and it can impact on the purchase decisions. The impact
on the age, gender and income on a NFL sponsoring. With todays environment
sponsorship play a very important role toward the consumer and the people given

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Developed by Charles Yarbaugh
University Of North Alabama
Spring 2015
Sponsorship for the: Super Bowl
how much of the value. The purpose of this reports was about how sponsorship are
felt by the consumers, and how it benefits a broader audience. Also by developing
an association between the company and the sports property, which is the primary
objective of a sponsorship. In the sponsorships the main purpose of the marketer is
to increase the awareness of his or her brand, which leads to enhance the overall
brand image and equity of the corporation (Smith2008). Purchase intention is
composed of consumers feelings, thoughts, experience and external factors that
the considered before making any purchase. Purchase intention of the consumers
depicts and expresses their behavior and the way they making decisions about their
buying process (Fishbein & Ajzen, 1975). Sponsorship are also making an impacting
to the respondents according to their age group and marketers must have to
develop ideas to target those age groups whose has less value towards sponsorship.
Having a purchase intention of the respondents varies with respect to how old they
are. Marketers have to analyze
Effectively and efficiently which age group is less or more influence and develop
techniques and
Methods according to their needs and wants, which should help them in the future

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Developed by Charles Yarbaugh
University Of North Alabama
Spring 2015
Sponsorship for the: Super Bowl

References
http://www.jaredmelzer.com/pdfs/Journal%20of%20Sponsorship.pdf
Journal of Sponsorship Volume 2 Number 1
http://eds.b.ebsocohost.com/eds/detail?video Super Bowl 2015
Commercials: Will sponsors help mend NFL image
Smith A., Graetz B., Westerbeek H. 2008. Sports sponsorship, team
support and purchase intentions. Journal of Sports Marketing
Communications. Vol. 14, no. 5, pp. 387-404.
www.usatoday.com/story/money/business/2014/01/25/5
http://adage.com/article/special-report-super-bowl
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An
introduction to theory and
Research. Reading, MA: Addison-Wesley.
Smith A., Graetz B., Westerbeek H. 2008. Sports sponsorship, team
support and purchase intentions. Journal of Sports Marketing
Communications. Vol. 14, no. 5, pp. 387-404.

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Developed by Charles Yarbaugh
University Of North Alabama
Spring 2015
Sponsorship for the: Super Bowl
Street & Smiths Sports Business Journal (2005) League Sponsorship
Directory, Street & Smiths Sports Business Journal,Vol. 8, No. 21, pp. 29
30