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

Rudi A. Meir, Southern Cross University
David Arthur, Southern Cross University
J Tobin, Southern Cross University
Claire Massingham, Southern Cross University

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.