Evaluating the Recognition of “Top of Mind” Sponsor Brands of a Professional Football Club in Mexico
DOI:
https://doi.org/10.29105/rce-fod.v20i1.125Keywords:
Marketing, patrocinios, fútbol, marcas, reconocimientoAbstract
The sponsoring brands of professional soccer teams in Mexico have gained great relevance, since on the one hand they promote the image of the team and on the other hand, they provide an important economic contribution that allows them to be more profitable. The objective of this paper is to evaluate the recognition of the “top of mind” sponsoring brands of a professional soccer club in Mexico. A descriptive study is presented in a sample of 404 season ticket holders of the Tigres soccer club, of whom 269 are men and 135 are women of different ages, ranging from 18 to 67 years old. The recognition of top of mind sponsor brands was considered through a pencil and paper survey. The results show that in the first question where the three sponsoring brands of the current uniform of the team are identified as you remember, it is located in the second level (67%) of spontaneous notoriety. In the second question of three sponsoring brands that relate to your daily life is located in the top of mind (76.7%), and finally, in the third question What other brands sponsor the team? was also located in the top of mind (56.1%). It is concluded that the sponsoring brands on the jersey of a professional soccer team are present in the three levels of brand recognition, which means that they have an impact on the fans considering the different profiles and segments selected.
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Copyright (c) 2025 Omar Escamilla Almaguer, Oswaldo Ceballos Gurrola, Rosa Elena Medina Rodríguez
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