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How Fans’ Viewing Experience Impacts Return Intent and Sponsor Opinions

Thank you for considering taking part in this online survey.

This study explores how fans experience dispersed sports events like triathlon, athletics, or cycling — whether by attending in person or watching on TV. These events take place across large areas or multiple locations, which can affect how fans engage and notice sponsors. The research looks at what makes fans want to return and how their experience influences their view of sponsoring brands, focusing on what happens before, during, and after the event.

This research is being conducted as part of a master’s dissertation in collaboration with Ludorum Ltd., a sports events consultancy. While the findings may inform Ludorum's future work, all data collected will be used for academic purposes and will remain anonymous.

What will participation involve? • You’ll be asked to complete an anonymous online survey. • The survey includes 3 sections that have multiple choice questions • It will take approximately 10-15 minutes. • You can stop the survey at any point by closing your browser. However, since no personal data is collected, your responses cannot be withdrawn after submission. Data privacy and ethics: Participants must be 18 years or older and able to give informed consent. Loughborough University will be using information/data from you to undertake this study and will act as the data controller for this study. This means that the University is responsible for looking after your information and using it properly. Your participation in the study will be confidential. The anonymous data will be used in student dissertations. No individual will be identifiable in any report, presentation, or publication. All information will be securely stored on the University computer systems. Anonymised data will be retained until the final project marks have been verified, expected December 2025. This is a low-risk activity and no disadvantages or risks have been identified in association with participating. At the end of the survey, you can also volunteer for a follow-up interview by providing your name and email. It will only be used for this purpose and stored securely. If you have questions about the research, please contact: Kai Harper – [email protected] Aravind Reghunathan – [email protected]

Please confirm the following before continuing:

✅ The purpose and details of this study have been explained to me.

✅ I understand that this study is designed to further scientific knowledge and that all procedures have received a favourable decision from the Loughborough University Ethics Review Sub-Committee. ✅ I understand participation is voluntary and I may withdraw at any time before submitting the survey. ✅ I understand my responses will remain anonymous and used only for academic research. ✅ I understand that I can optionally provide my email address at the end of the survey to be contacted for an interview or focus group. These details will not be linked to my survey answers and will be stored securely. ✅ I voluntarily agree to take part in this study.

Concerns or complaints: If you are unhappy with how the research was conducted, you can contact the University’s Ethics Review Sub-Committee via [email protected]. Informed Consent Section