Consumers' Perceived Functions of and Attitude Toward Corporate Sponsors of Small-scale Amateur Sporting Events

Aspiring to become a sporting nation, one recommendation from Singapore's Vision 2030 is to develop a sustainable resourcing model by encouraging more corporate companies to sponsor sporting events. This research aimed to identify the perceived functions of corporate sponsors, which influenced consumers to develop positive attitudes toward these sponsors. A total of 210 undergraduate students participated in this study. The five perceived functions of corporate sponsors were ubiquity, sincerity, credibility, sponsor-event fit, and profit orientation. It was hypothesized that perceived ubiquity and profit orientation negatively influenced consumers' attitude while perceived sincerity, credibility, and sponsor -event fit were positive influences. A multiple regression test showed perceived ubiquity and sponsor-event fit as significant functions that positively influenced consum - perceived ubiquity and sponsor -event fit as significant functions that positively influenced consumers' attitude toward corporate sponsors of small-scale sporting events.