The Effectiveness of Sponsorship of the F1 Singapore Grand Prix

Abstract

This article examines the effectiveness of sport sponsorship at the 2014 F1 Singapore Grand Prix, particularly by testing recall and recognition of brands on cars, driver's clothing and venue. Data was gathered from 120 undergraduate students who were asked to watch a 30-second video first and complete the questionnaires. The multivariate analysis of variance revealed that cars and driver's clothing were found to be more effective locations for brand awareness. There was significant differences in both recall (ΔM = 1.28, p < .05 and ΔM = 0.80, p < .05, respectively) and recognition (ΔM = 2.15, p < .05 and ΔM = 1.47, p < .05, respectively). These findings help present or potential sponsors review the benefits and costs associated with this channel of sponsorship and maximise their sponsorship investments on F1 teams or the Singapore Grand Prix in the future.