Segmenting Sporting Event Audiences for Increased Sponsorship Effectiveness

In this research undertaken at the 2013 Baltimore Grand Prix, a representative sample of 395 race spectators was selected to complete a questionnaire assessing their sponsorship awareness (unaided recall of the event’s sponsors) and their intentions to purchase sponsors’ brands. A finite mixture model identified five spectator segments: Enthusiasts, Moderates, Selectives, Non-Enactors and Apathetics. Correspondence analysis revealed demographic and psychographic differences among the segments. Four of the five segments were identified as potentially promising for sponsors, and specific strategies for targeting these four segments are discussed.