Title

Professional rugby league in Australia: a case study in sponsor awareness

Document Type

Article

Publication details

Meir, RA, Arthur, D, Tobin, J & Massingham, C 1997, 'Professional rugby league in Australia: a case study in sponsor awareness', The Cyber Journal of Sports Marketing, vol. 1, no. 2, pp. 83-91.

Article available on Open Access

Abstract

This paper presents the results of a study of awareness of sponsorship of professional rugby league. Results suggest that awareness levels will be highest among consumers attending game venues - this has implications for the use of strategies by the sponsor that can increase visibility and corporate recognition.