Specifically, this study examiried recall and recognition
rates and purchase intentions relative to age, gender.
level of interest in the event, and subject type (participant, spectator, or volunteer). This study also examined the impact of visibility and activation on subjects' recall and recognition rates. Assessing consumer awareness at this level will provide greater insight for event organizers, for grassroots sport sponsors, and for sport marketing scholars when examining the value of sponsorship at this level of sport.