Visual Signs/Logo-Identity in the Major League Baseball Facility: Case Study of Tropicana Field

Abstract

Sponsorship in sporting events and facilities, an efficient practice for reaching anumber of current and potential consumers, has become popular as a marketingcommunication strategy. As popular as sport sponsorship has become, however, itmay be unreasonably optimistic to expect that simply placing product logos,banners, and signs at a sporting facility would automatically attract the sportspectator’s attention. The purpose of this study was to examine with a visual,qualitative method some of the factors that previous research has shown to influencethe effectiveness of brand exposure at sporting events. The researchers found thatcolor context/contrast, as well as location and size of signs, logos, and banners wereimportant influences on spectators’attention at the baseball stadium. The researchersfelt strongly that the findings from qualitative research would have the potential toprovide a better understanding of and deeper perspective on the results of previousstudies.