Abstract
Sports sponsorship in the Asia Pacific region has been growing. However, while there are many studies on sponsorship, comparatively, there are fewer studies focused on sports events in the Asia Pacific region. The aim of this study is to examine the effectiveness of sponsorship of an event held in the region. Out of 1,097 respondents surveyed, it was found that 59% of respondents were able to recall at least one sponsor. In addition, respondents reported agreement that after the event, they are more likely to be aware of sponsors and able to recognize their brands; indicate positive purchase intentions for sponsors’ products and services and; indicate agreement with positive statements on the corporate image of the sponsors. This suggests that sponsorship in sports events can be effective.