The number of companies sponsoring events has increased over the past
decade. Yet, for many firms it is unclear how the effectiveness of event
marketing activities can be measured. The study examines outcomes
associated with an automobile manufacturer's sponsorship of a six-day
charitable sporting event. Data for the study were collected from a sample
of 565 spectators in five cities during the six-day event. Results provide
evidence for inclusion of event marketing in the company's
promotional mix and indicate that experience with the sponsor's
products during the event may enhance event outcomes. The role of event
marketing as a form of communication is discussed, and recommendations and
directions for future research are suggested.