Consumer Perception of Sport Event Sponsors

The purpose of this study is to explore sport consumer’s perceptions of sport event sponsors, specifically concerning the 2016 Rio Olympic Games. This quantitative research surveyed 119 participants, employing a 24-questions survey instrument composed of Likert type and demographic questions. The data was analyzed to answer three specific research questions. The analysis of the data indicated although respondents fully supported the Olympics and believed athletes are using the product they endorsed, they believed the products must be beneficial to athletes. The findings also indicated respondents felt it was necessary for companies to support the Olympics, however they did not find it essential to research the Games or felt they were influenced by sponsorship. Respondents found it appropriate for sponsors and sport events to have a good sponsorship fit to achieve their objectives. Limitations of the study and future recommendations are also provided