Michael Griffin Thesis II Final Presentation

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This presentation describes the Senior Thesis I completed during my senior year at Endicott College

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Michael Griffin Thesis II Final Presentation

  1. 1. Visual recognition of multiple corporate logos on athletic equipment Michael Griffin Sports Management
  2. 2. Review of Literature - Factors of Corporate Sponsorship Partnerships <ul><li>Image Enhancement </li></ul><ul><ul><li>“ Image by association” </li></ul></ul><ul><li>Brand Awareness </li></ul><ul><ul><li>Change Brands “personality” </li></ul></ul><ul><li>Sponsorship “fit” </li></ul><ul><ul><li>Match goals of Team and Sponsor </li></ul></ul><ul><li>Screen Process </li></ul><ul><ul><li>Evaluating specific factors for a potential corporate sponsor </li></ul></ul>
  3. 3. Current Athletic Jersey in European Soccer <ul><li>One corporate sponsor </li></ul><ul><li>Sponsor can only be 200 square centimeters (FIFA Regulation) </li></ul><ul><li>Sponsorship Length Packages </li></ul><ul><li>Perceived money benefits: Premier League $300,000 to $1.25 million </li></ul>
  4. 4. Athletic Equipment European American Soccer V. UFC
  5. 5. Statement of the Problem <ul><li>The purpose of the following study was to see if people are able to visually recognize multiple corporate sponsors on athletic equipment in real time. </li></ul>
  6. 6. Hypothesis <ul><li>The participants in the focus group will not visually recognize all of the corporate logos. </li></ul><ul><li>Pilot Study and Focus Group used to support or refute. </li></ul>
  7. 7. Methodology <ul><li>Participants asked to watch slide show </li></ul><ul><li>16 total pictures of Ultimate Fighting, NASCAR and Golf athletic equipment </li></ul><ul><li>5 seconds to view picture on slide </li></ul><ul><li>5 seconds to circle answer(s) visually recognized </li></ul><ul><li>Answers collected and analyzed </li></ul>
  8. 8. Visual Recognition UFC SPRAWL Toe 2 Toe MMA Stagr Cage Fighter Tap Out Which corporate Sponsors do you recognize in this visual featuring athletic equipment?
  9. 9. Visual Recognition Which corporate Sponsors do you recognize in this visual featuring athletic equipment? Golf CVS Caremark TaylorMade Cobra Reebok Ping Titleist
  10. 10. Visual Recognition Which corporate Sponsors do you recognize in this visual featuring athletic equipment? NASCAR Cingular GoodYear Toyota Nextel Quaker Stake Coors Light
  11. 11. Recognition totals for each picture style Accurate and False <ul><li>Accurate recognitions: </li></ul><ul><ul><li>UFC- 489 </li></ul></ul><ul><ul><li>Golf- 23 </li></ul></ul><ul><ul><li>NASCAR- 270 </li></ul></ul><ul><li>False recognitions: </li></ul><ul><ul><li>UFC- 120 </li></ul></ul><ul><ul><li>Golf- 17 </li></ul></ul><ul><ul><li>NASCAR- 40 </li></ul></ul>
  12. 12. Accurate Recognition- Resurrect- 23 Body By Jake- 4 Knoxx- 23 DonJoy- 6 Burton- 1 DeathClutch- 10 FMI GIS- 10 Warrior- 14 Jack Link’s- 7 Everlast- 34 DVN- 0 Fight Factory- 9 False Recognitions Total : 55
  13. 13. <ul><li>Accurate recognitions: </li></ul><ul><ul><li>Cingular- 32 </li></ul></ul><ul><ul><li>GoodYear- 7 </li></ul></ul><ul><ul><li>Toyota- 6 </li></ul></ul><ul><ul><li>Tide- 38 </li></ul></ul><ul><ul><li>Super 8 Motels- 2 </li></ul></ul><ul><ul><li>U.S. Army- 28 </li></ul></ul><ul><ul><li>CAT- 39 </li></ul></ul><ul><ul><li>EA Sports- 3 </li></ul></ul><ul><ul><li>3M- 5 </li></ul></ul><ul><li>False Recognition </li></ul><ul><li>Total: </li></ul><ul><ul><li>22 </li></ul></ul>
  14. 14. <ul><li>Accurate recognitions: </li></ul><ul><ul><li>CVS Caremark-2 </li></ul></ul><ul><ul><li>COBRA- 16 </li></ul></ul><ul><ul><li>TaylorMade- 8 </li></ul></ul><ul><li>False recognitions: </li></ul><ul><ul><li>Reebok-3 </li></ul></ul><ul><ul><li>Ping- 5 </li></ul></ul><ul><ul><li>Titleist- 6 </li></ul></ul>
  15. 15. Conclusion <ul><li>Participants did not identify all of the available sponsors. </li></ul><ul><li>Some participants would mark down sponsors that were not shown. </li></ul><ul><li>More research needs to be conducted on the topic. </li></ul>
  16. 16. Future Research <ul><li>Focus on European Soccer fans. </li></ul><ul><li>Placement and position of corporate sponsor logos on an athletic jerseys. </li></ul><ul><li>Size of logo(s). </li></ul><ul><li>Which corporations are visually recognized the most? </li></ul>
  17. 17. What the future could hold for European Soccer
  18. 18. <ul><li>Questions will now be taken </li></ul>
  19. 19. <ul><li>Thank You </li></ul>

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