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Event exposure is a fundamental factor, because if the consumer is not exposed to sponsorship, it will not have any effect on him. Consequently, this investigation purpose tries to demonstrate the event exposure influence on consumer of such important factors, as a greater likelihood of recognizing the sponsor, a more positive event image this influences on the sponsor image, this in turn influences on intention to purchase. It was also found that exposure improves the level of knowledge about the sponsor, and finally the consumer’s exposure to the event will have a mediating effect between fit event-sponsor and sponsor image. The event chosen as the framework of this research is The Olympic Games of Rio 2016, one of the biggest sporting events with the largest audience. The statistical measurement analysis has been made with SEM-PLS 3.2.7, both for the assessment of the structural model and to verify the hypotheses proposed. The model after the analyzes performed has a good fit. The study limitation refers to the specificity of the study, as the results depend on the context, and replication would be advisable to generalize the results.

An explanatory model of the influence of consumer exposure to sport sponsoring event