An assessment of the relationship between sponsorship and consumer patronage of GSM service providers in Kano metropolis

This study attempts to explore the relationship between event sponsorship and consumer
patronage of GSM service providers. A survey questionnaire was used to gather data from 395
consumers of GSM services in Kano metropolis, Nigeria. Pearson’s Product-Moment Correlation
Coefficient test was conducted. Weighted average was also used to analyze the relative influence of
each element of sponsorship on consumer patronage. Contrary to priori expectation, it was found
that sponsorship engagements by GSM service providers has no significant relationship with
consumer patronage of their services. On the basis of this finding, measures needed to improve
return on investment in sponsorship are recommended.