The Effectiveness of Sponsorship on Viewers of NCAA D1 College Football
School Name
Chapin High School
Grade Level
12th Grade
Presentation Topic
Consumer Science
Presentation Type
Non-Mentored
Abstract
In recent years, college football has garnered the attraction of a greater audience, and in turn, the value of sponsorship as a source of revenue has become more heavily reliable for programs in the league. The study aims to address the following question: to what extent does the perception of the effectiveness of sponsorship of NCAA Division I College Football programs by corporations impact viewer engagement? This paper primarily focuses on viewer response to the aspects of the marketing of sponsorship. The method utilized was a survey consisting of questions regarding demographics, viewer background, and perception of both the effectiveness of marketing and viewership in response. A linear regression was used to assess the relationship between the perception of effectiveness and corresponding viewership. The equation, ŷ = 10.19 + 0.22x, indicates that as the perceived effectiveness of sponsorship increases, there is slight, but minimal, change in response. The R-sq value was 5.89% and the p-value was 0.000, illustrating the presence of a relationship between perceived effectiveness and viewer response to that. The results align with previous studies illustrating not only the heightened attention brought to sponsorship in athletics, but also the reactions to that, supporting the importance of variables such as brand image and alignment in partnerships. In the future, the effect of sponsorship is important to consider on various scales, whether collegiate, national professional leagues, or international athletics to consider the vast capabilities provided in and out of the industry.
Recommended Citation
Wicker, Megan, "The Effectiveness of Sponsorship on Viewers of NCAA D1 College Football" (2026). South Carolina Junior Academy of Science. 11.
https://scholarexchange.furman.edu/scjas/2026/all/11
Location
Furman Hall 126
Start Date
3-28-2026 9:30 AM
Presentation Format
Oral and Written
Group Project
No
The Effectiveness of Sponsorship on Viewers of NCAA D1 College Football
Furman Hall 126
In recent years, college football has garnered the attraction of a greater audience, and in turn, the value of sponsorship as a source of revenue has become more heavily reliable for programs in the league. The study aims to address the following question: to what extent does the perception of the effectiveness of sponsorship of NCAA Division I College Football programs by corporations impact viewer engagement? This paper primarily focuses on viewer response to the aspects of the marketing of sponsorship. The method utilized was a survey consisting of questions regarding demographics, viewer background, and perception of both the effectiveness of marketing and viewership in response. A linear regression was used to assess the relationship between the perception of effectiveness and corresponding viewership. The equation, ŷ = 10.19 + 0.22x, indicates that as the perceived effectiveness of sponsorship increases, there is slight, but minimal, change in response. The R-sq value was 5.89% and the p-value was 0.000, illustrating the presence of a relationship between perceived effectiveness and viewer response to that. The results align with previous studies illustrating not only the heightened attention brought to sponsorship in athletics, but also the reactions to that, supporting the importance of variables such as brand image and alignment in partnerships. In the future, the effect of sponsorship is important to consider on various scales, whether collegiate, national professional leagues, or international athletics to consider the vast capabilities provided in and out of the industry.
