This article explores the impact of an In-Game Sponsorship Activation Experience (SAE) on its ability to promote sponsorship awareness and share of wallet gains for the sponsoring brand of a college basketball team. The term In-Game SAE is introduced to the literature and is defined as entertainment featuring the sponsoring brand that occurs during a game, which allows for voluntary fan participation. In addition, three other sponsors of the same team are studied that did not utilize an In-Game SAE. Results indicate that an In-Game SAE elevates awareness and share of wallet among attendees as compared to the television audience. These differences were not found for sponsors that lacked an In-Game SAE. Th ese results suggest an In-Game SAE creates memorability with attendees that translates into marketplace support. Additionally, the study finds that general purchase intentions and team identification are unreliable predictors of sponsorship awareness.

中文翻译：

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游戏内赞助激活体验对赞助意识和钱包份额的有效性调查

本文探讨了游戏内赞助激活体验 (SAE) 对其提升赞助意识和分享大学篮球队赞助品牌钱包收益的能力的影响。In-Game SAE 一词在文献中被引入，被定义为在比赛期间出现的以赞助品牌为特色的娱乐，允许球迷自愿参与。此外，还研究了同一支球队的其他三个未使用游戏内 SAE 的赞助商。结果表明，与电视观众相比，游戏内 SAE 提高了参与者的钱包意识和份额。对于缺少游戏内 SAE 的赞助商，没有发现这些差异。这些结果表明，游戏内 SAE 可以让参与者留下深刻印象，从而转化为市场支持。此外，