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 a number of current and potential consumers, has become popular as a marketing communication strategy. As popular as sport sponsorship has become, however, it may be unreasonably optimistic to expect that simply placing product logos,banners, and signs at a sporting facility would automatically attract the sport spectator’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 influence the effectiveness of brand exposure at sporting events. The researchers found that color context/contrast, as well as location and size of signs, logos, and banners were important influences on spectators’attention at the baseball stadium. The researchers felt strongly that the findings from qualitative research would have the potential to provide a better understanding of and deeper perspective on the results of previous studies.