An analysis of volume consumption, consumer interest and perceptions of sport sponsorship as they relate to the Super Bowl

The Consumer Perception Index (CPI) was utilized to measure consumer perceptions surrounding the 1998 and 2000 Super Bowls specific to volume consumption, and perceptions toward sponsorship, advertising, commercialization, and purchase behavior. Results of t-tests suggest a growing trend in consumer apathy toward sponsorship of the Super Bowl. Though consumer interest in the Super Bowl remains high, complexities surrounding growth and clutter continue to impact consumer differentiation of sponsorship and advertising. Keywords: Sponsorship, advertising, purchase behavior, marketing