variables reported in Simmons Media and M arkets. Variables utilized in this assessment included aver-age , average income, race, gender, and region of the country. Brand users were those Who had bought the brand in the last 12 months. The sport demo- graphic data was for those who reported Watching the sport on television. The matching procedure utilized to derive this brand—sport demographic coefficient was identical tifthe one proposed by Milne (1994). This niche overlap technique highlights the degree of congruency between two variables in the form of a metric coefficient. The higher the coefficient, the greater the demographic profile overlap between the brand and sport.
Perceived Sponsorship Fit [Dependent Variable].
In order to derive a measure for sponsorship fit, subjects were presented with sponsorship scenarios displaying each of the 25 potential brand—sport sponsorship combinations. The respondents were asked to rate the level of perceived sponsorship fit they felt existed for each scenario on a nine-point scale.