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An Examination Of Consumer Perceptions Of Sponsorship Authenticity Between A Major Beer Brand And Professional Women’S And Men’S Hockey Leagues, Matthew Reid

Electronic Theses and Dissertations

Alcohol sponsorship of women’s professional hockey in North America began in 2019, yet men’s professional hockey has received financial support from alcohol brands for decades. The purpose of this thesis was to examine consumer perceptions of sponsorship authenticity as they relate to beer sponsorship of professional men’s and women’s hockey leagues. Moreover, this study examined the differences of gender on perceptions of authenticity towards the two alcohol and sport sponsorships, as well as two correlations: first, between alcohol consumption and sponsorship authenticity, and second, between attitudes towards alcohol sponsorship and sponsorship authenticity. A quantitative, cross-sectional design was utilized, and its …