Influences on Consumer Responses to Winter Olympics Sponsorship

Perceived fit between a sponsoring brand and an event is considered to be a key sponsorship requirement, but little is known about the variables that are related to perceived fit. Coca - Cola's sponsorship of the 2002 Salt Lake City Winter Olympics is examined to assess relationships between attitude toward the brand, attitude toward the event, and attitude toward sponsorships and brand/event fit. A telephone survey was used to contact 448 consumers. Results indicate that attitude toward the brand is moderately related to brand/event fit and attitude toward sponsorships is significantly related to brand/event fit.