Purpose

The academic literature debates the desirability of sponsoring alcohol products at sporting events, a discussion that increases as major sporting events approach. This study aims to examine the influence that sponsorship of an alcoholic product such as beer has on the sports spectator, and the level of efficacy with respect to congruent, alcohol, and incongruent sponsorship.

Design/methodology/approach

The experiment was performed on 180 subjects considering three variables 3 × 3 × 2 (congruency type vs alcohol; sport discipline; placement). The experiment consisted of exposure to sponsored sports posters. Visual attention was recorded through eye tracking and then a self-reported questionnaire.

Findings

Through an experiment using eye tracking the results showed that the recall variable is higher among alcohol sponsorships and incongruent sponsorship, but it cannot be concluded either that the intention to buy or the attitude toward the brand differ among the sponsorships analyzed.

Practical implications

Alcohol brand is perceived as an incongruous brand in the context of sports sponsorship. Congruent sponsors attract more attention and recall, but no differences in terms of intention to buy. If purchase intent and consumption does not increase, perhaps sports sponsorship by alcohol brands should be reconsidered.

Originality/value

This research makes at least three relevant contributions to the scientific literature. (1) It examines the response to sponsorship in the media of the sports poster. (2) It analyses the consumer's response using neurophysiological means and provides new indicators in this area and (3) It compares performance indicators such as purchase intent, recall and brand attitude for alcoholic and non-alcoholic brand sponsors. These contributions could introduce new information about sponsorship performance.

中文翻译：

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酒与赞助：体育海报的有效性

目的

学术文献辩论了在体育赛事上赞助酒精产品的必要性，随着大型体育赛事的临近，这种讨论也在增加。这项研究的目的是检验赞助啤酒之类的酒精产品对体育观众的影响，以及关于同等赞助，酒精和不一致赞助的功效水平。

设计/方法/方法

该实验是针对180位受试者进行的，其中考虑了3个变量3×3×2（一致性类型vs酒精；运动纪律；排名）。实验包括接触赞助的体育海报。通过眼动追踪记录视觉注意，然后通过自我报告的问卷进行记录。

发现

通过使用眼动追踪的实验，结果表明，在酒精赞助和不称职的赞助之间，召回变量较高，但不能得出结论：分析的赞助之间购买意愿或品牌态度有所不同。

实际影响

在体育赞助的背景下，酒精品牌被认为是不协调的品牌。一致的赞助商吸引了更多的关注和回想，但购买意向没有差异。如果购买意图和消费没有增加，也许应该重新考虑酒精品牌的体育赞助。

创意/价值

这项研究至少对科学文献做出了三方面的贡献。（1）审查体育海报媒体对赞助的回应。（2）使用神经生理学方法分析消费者的反应并提供该领域的新指标；（3）比较酒精和非酒精品牌赞助商的绩效指标，例如购买意愿，召回率和品牌态度。这些贡献可能会引入有关赞助绩效的新信息。