Team-Sponsorship in the Formula One – Does It Affect Brand Perception? An Empirical Assessment in the German Car Market

David M. Woisetschlager, University of Muenster, Germany
Sponsorship of worldwide sports events as a marketing tool has grown remarkably during the last two decades. Besides the FIFA World Cup™ or the Olympic Games, the Formula One is the only event with a comparable global character. Many companies use Formula One as a platform for building, strengthening and holding up their brands. In the present paper, we take a look at the drivers that influence sponsorship recall and measure the influence of Formula One team-sponsorship on brand awareness and brand image dimensions over time. Results indicate (1) brand equity, event- and product-involvement as antecedents of sponsorship recall, (2) a significant influence of sponsorship recall on brand awareness and brand image, and (3) an improvement of brand awareness and brand image over time for those consumers that evaluated the sponsored event relatively better than the brand in the first place.
[ to cite ]:
David M. Woisetschlager (2007) ,"Team-Sponsorship in the Formula One – Does It Affect Brand Perception? An Empirical Assessment in the German Car Market", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 616-623.