The impact of naming rights at low cost health sponsorships
The aim of this study was to measure the impact of having health message naming rights on health message awareness at events sponsored for $5000 or less.
Michael is a health promotion researcher with a focus on program evaluation, physical activity and young people.Full profile
Renee currently works in health promotion evaluation and has specific interests in health sponsorship, public health advocacy, physical activity and nutrition research.Full profile
Leanne is an epidemiologist and biostatistician whose main interest is in adolescent and child social, emotional and mental wellbeing.Full profile
Over the last decade, the under $5000 sponsorship category has been successful in promoting health messages to a large number of Western Australians through sponsorship of local sport and art events. In 2010, these small sponsorships were modified to offer “naming rights” rather than specific message promotion strategies. The purpose of this study was to measure the cognitive impact of health messages promoted via naming rights sponsorships and to compare the results with those found in the 2006 Under $5000 Sponsorship study and the 2012/13 Sponsorship Monitor.
Overall, the findings suggest that the 2013/14 under $5000 naming rights sponsorships were able to achieve a suitable level of cognitive impact for a small investment, however, the use of multiple methods of promotion should be encouraged in order to achieve higher levels of cognitive impact across the under $5000 sponsorship program.
Lester L, Ferguson R and Rosenberg M. Healthway Sponsorship Program: Under $5000 Naming Rights Sponsorships 2013/14. Health Promotion Evaluation Unit, School of Sport Science, Exercise and Health, The University of Western Australia, Perth, 2014.
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