As corporations seek greater justification for sponsorship effectiveness,
event organizers will need to provide potential sponsors with evidence of
how the sponsorship will substantially contribute in areas important to the
company. The findings in this study should be useful for sports organizations
seeking sponsors for their events. Our results provide evidence of
sponsorship effectiveness among a segment of sport spectators. As such, this
information can be used as a starting point for sports organizations to
examine sponsorship effectiveness (as measured by our four sponsorship