Golf Sponsorship: BMW & The PGA Championships

Research Project Participant Information Sheet

Invitation to participate in research

I am George Weston, a final year student at Birmingham City University and I would like to invite you to take part in some research I am conducting for my dissertation. Before you decide whether or not to take part, it is important for you to understand why the research is being carried out and how you might be involved.

Please take time to read the following information carefully before deciding whether to participate.

Study title

Choosing Effective Sports Sponsorships: Turning Brand Awareness into Purchase Intentions through Image-Based Congruency within Sporting Events

Purpose of the study

To assess whether an image-based fit between a sporting event and the sponsoring brand increase consumer purchase intentions for the sponsor’s products. The aim of this research is to provide a framework to aid brands in their sport sponsorship selection decision making, maximising the success of their investment by highlighting the importance of image-based congruency between themselves and the sporting event they wish to sponsor.

Why am I inviting you to participate?

Participation is completely voluntary. You are being invited to take part in this study because you have been identified as a potential fan of the sport/sporting event questioned in the survey, or a potential customer of the sponsoring brand.

Only a limited number of people are being invited to take part and your contribution to the research will be greatly appreciated. If you do decide to take part you will be given this information sheet to keep and be asked to sign a consent form (an example has been included for you to read). If you decide to take part you are still free to withdraw by 28 February 2024 and you will be able to withdraw any information you may have shared by that time, without giving a reason.

What is involved?

Participants will be required to fill out a questionnaire comprising of roughly 12 questions surrounding existing sport sponsorships after initial questions regarding the respondents’ demographics.

Will what I say in this study be kept confidential?

Any information collected about participants will be kept strictly confidential. All participants are guaranteed anonymity and will not be identified by name within the study. All recordings and transcripts will be stored digitally in password protected, encrypted files and will be kept for the duration of the study and retained in accordance with University policy and may be used for future research.

What will happen to the results of the research study?

This study has been reviewed by the faculty research committee of Birmingham City University and the results of this study will contribute to my undergraduate dissertation and will be made available to all participants upon request. Paper and digital copies of undergraduate dissertations and projects are stored and retained in accordance with University policy.

What should I do if I want to take part?

If you decide you would like to be included, please complete the attached consent form and I will arrange for you to take part. If you have any further questions please feel free to send those to me via email.

Contact for further information via email only

George Weston
Final year student
Global Sports Management
Birmingham City Business School
Faculty of Business, Law and Social Sciences
Birmingham City University
george.weston2@mail.bcu.ac.uk

Additional contact details if you have any concerns

Supervisor: Russell Cowley: russell.cowley@bcu.ac.uk
Module Coordinator: Ann Cameron ann.cameron@bcu.ac.uk
Faculty Ethics Committee: blssethics@bcu.ac.uk

I would like to thank you for taking the time to read this information sheet.

George Weston
24/11/2023