AN EXPLORATION INTO FOOTBALL FANS VIEWS OF ENGLISH FOOTBALL SPONSORSHIP WITH A FOCUS ON THE CONSUMER AWARENESS OF THE SPONSORS'BUSINESS ACTIVITY

ABSTRACT This is a qualitative study that focuses on consumers' perceptions of sponsorship in English professional football. Research objectives look at the level of recall of sponsors within English football; the consumers' awareness of the business activities of the sponsors and the possible pitfalls, including ambush marketing, of being involved in football sponsorship. The relevant background is outlined in the research context, which is followed by a comprehensive literature review. The researcher conducted a thorough interview with a football sponsor, E-on, to ascertain the corporations' motivations and goals. This was followed by ten in depth, semi-structured interviews with football fans, in order to gain an understanding from consumer perspective. The findings are analysed and the results are discussed. A conclusion chapter is followed by a section which addresses the limitations of the study and suggests recommendations for future research