Commercial companies invest in sport and arts sponsorship to align their brand with highly engaged spectators. Competing for spectator attention are government and non-government organizations promoting healthy lifestyles. This study investigated spectator engagement on the effectiveness of health messages promoted at sponsored events. Surveys from 2165 adults attending 28 sponsored events collected data on event engagement, health message awareness, behavioral intention, and perceptions of sponsor fit and sincerity. Spectators who were more highly engaged in the event showed significantly greater levels of awareness and acceptance of the health message (all P < 0.01). Path analysis showed that product and event interest were significantly related to both fit and sincerity, and perceived sponsorship fit was significantly associated with greater behavioral intention (all P < 0.01). Product, category and event interest, fit and sincerity were significantly greater for positive advocacy messages than neutral or negative advocacy messages (all P < 0.05). Health message sponsorship is assisted by spectator engagement and perceived fit of sponsored health messages. There exists greater potential to actively leverage spectator engagement to build or reinforce the perceived fit and sincerity of health messages to strengthen existing awareness and behavioral intention.

中文翻译：

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在体育和艺术活动中宣传健康信息时，赞助商的价值和诚意的价值。

商业公司投资于体育和艺术赞助，以使其品牌与高度参与的观众保持一致。吸引观众注意力的是促进健康生活方式的政府和非政府组织。这项研究调查了观众在赞助活动中宣传健康信息的有效性。来自2165名成年人的调查显示，他们参加了28项赞助活动，收集了有关活动参与度，健康信息意识，行为意图以及对赞助人适合度和诚意的看法的数据。参与程度更高的观众对健康信息的认知和接受水平显着提高（所有P <0.01）。路径分析表明，产品和事件的兴趣与适合度和诚意密切相关，并认为赞助适合度与更高的行为意愿显着相关（所有P <0.01）。积极倡导信息的产品，类别和事件的兴趣，适合度和诚意明显高于中立或消极倡导信息（所有P <0.05）。健康信息赞助由观众参与和赞助健康信息的感知适合度来协助。积极地利用观众的参与来建立或加强健康信息的感觉和诚意，以增强现有的意识和行为意图，存在更大的潜力。健康信息赞助由观众参与和赞助健康信息的感知适合度来协助。积极地利用观众的参与来建立或加强健康信息的感觉和诚意，以增强现有的意识和行为意图，存在更大的潜力。健康信息赞助由观众参与和赞助健康信息的感知适合度来协助。积极地利用观众的参与来建立或加强健康信息的感觉和诚意，以增强现有的意识和行为意图，存在更大的潜力。