Consumer awareness of sponsorship - a FMCG context

Abstract

Investigation of marketing expenditure during the late 90s and early 00s shows an increase in the use of sponsorship by both large and small companies. Despite its widespread use, sponsorship leveraged packaging (SLP) has received little research attention. As a result, there is little understanding of what to expect when SLP is used and how to maximise its impact on consumers. This paper reports findings relating to consumer awareness of SLP, part of a larger study. Findings indicate that sponsorship leveraging on FMCG packaging significantly impacts consumer response to sponsorship, however prior awareness of the sponsorship appears to have little impact. The understanding provided in this paper has strategic relevance for brand managers in guiding sponsorship and package design decisions.