Evaluation on Sports Sponsorship

According to PwC 2012 report, global investment in sports sponsorship will reach 35. 2 billion US dollars in 2013, which has a 5. 1% increase compared with 2012. Compared to the prosperous development of sports sponsorship, its evaluation methods are still in budding stage. Current widely using evaluation methods only analyzed the effect of information exposure on consumer's memory, and totally ignored the process of consumer cognition. In order to deal with this situation, this paper used eye-track technique to analyze consumer's attention on sponsor information by experimental method, and used regression models to analyze the cognitive process. The results revealed that consumer's attention are determined by the placement and three influences of exposure. Consumer's recall of sponsor is determined by their attention and brand familiarity. Thus, sponsor should consider the effect of stimuli on consumer's attention. The sports sponsorship evaluation mode, which based on the results of this experiment, can hel