Team identification and sponsors’ altruistic motives on the effectiveness of professional soccer sponsorship

Silva, Alfredo

doi:10.1080/23750472.2022.2084636

Cited by 10 publications

(6 citation statements)

References 73 publications

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“…This prompts them to extend their support directly to the team through game attendance or indirectly through the purchase of team merchandise, or even sponsoring brands’ products (Kim et al. , 2015; Madrigal, 2000, 2001; Silva, 2022). Thus, this theory supports the understanding of how consumers perceive sports teams as extensions of themselves and connect with sponsors (Heere et al.…”

Section: Literature Reviewsupporting

confidence: 73%

“…Because they recognize the benefits that the team receives from the sponsors, they are more inclined to perceive feelings of gain from the sponsorship (Meenaghan, 2001). This prompts them to extend their support directly to the team through game attendance or indirectly through the purchase of team merchandise, or even sponsoring brands' products (Kim et al, 2015;Madrigal, 2000Madrigal, , 2001Silva, 2022). Thus, this theory supports the understanding of how consumers perceive sports teams as extensions of themselves and connect with sponsors (Heere et al, 2011).…”

Section: Literature Review 21 Theoretical Frameworkmentioning

confidence: 52%

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Exploring the impact of Qatar’s soft power sponsorship in the Indian Premier League: a social identity perspective

George,

Ranjith

2024

SBM

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PurposeDrawing upon the Social Identity Theory, this research aims to investigate the effectiveness of Qatar’s soft power sponsorships among the Indian Premier League (IPL) fans in India. We explore the relationship between team identification, team-sponsor fit, and purchase intention of sports fans, while also examining the moderating effect of sponsor brand awareness in the context of the IPL.Design/methodology/approachUsing a quantitative research design, we conducted both offline and online surveys from sports fans. The proposed model was examined using Confirmatory Factor Analysis and Partial Least Square-Structural Equation Modelling to test the study’s hypotheses.FindingsThe results reveal a positive and significant association between team identification and team-sponsor fit, and team-sponsor fit and purchase intention of sponsor brands. Further, brand awareness moderates the relationship between team-sponsor fit and purchase intention of sponsor brands, but not on the team identification and team-sponsor fit relationship.Research limitations/implicationsThis research adds to the paradigm of social identity theory and soft power sponsorship research. By providing insights into fans’ predisposition towards the team sponsors, the study will help managers design effective brand promotion strategies.Originality/valueThis research is the first to explore the effectiveness of soft-power sponsorships in the Indian mega-sports landscap. It is also the first to explore the moderating effect of sponsor brand awareness on sponsorship effectiveness, which is determined through the purchase intentions of the sponsor brand.

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Section: Literature Reviewsupporting

confidence: 73%

Section: Literature Review 21 Theoretical Frameworkmentioning

confidence: 52%

Exploring the impact of Qatar’s soft power sponsorship in the Indian Premier League: a social identity perspective

George,

Ranjith

2024

SBM

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“…However, it is equally important to explain the motivation of all constructors to succeed. Sponsorship is an integral part of almost all spectator sports (Alexandris et al, 2012; Dickson et al, 2018; Koronios et al, 2021; Silva, 2022; Tsordia et al, 2018).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…Sponsorship is an integral part of almost all spectator sports (Alexandris et al, 2012;Dickson et al, 2018;Koronios et al, 2021;Silva, 2022;Tsordia et al, 2018).…”

Section: Revenuesmentioning

confidence: 99%

The key importance of spending on research and development in Formula One

Loník,

Kotrba

2023

Manage Decis Econ

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This paper analyzes the impact of budget strategy on Formula One team success in the World Constructors Championship using data from 11 seasons (2010–2020) before the budget cap. It demonstrates that budget strategy positively affects standings, points, podium finishes, and race completion. The motivation to achieve better results is explained through success‐related returns. Cost–benefit analysis and regression models were employed, revealing a significant influence of budget strategy on team success. Investing in research and development emerges as the most effective approach to enhance the success rate.

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“…In their study, Korinos et al (2022) concluded that team commitment affects the attitude toward and the awareness of the sponsor. In the context of sponsorship, the sponsor company, which is interested in the team and its performance and provides substantial funds to the club, will be seen as an ally by the fans who strongly identify themselves with the team (Silva, 2022).…”

Section: Conceptual Framework and Hypothesesmentioning

confidence: 99%

The Effect of Team Support and Attitude Towards the Sponsor on Purchase Intention in Sports Club Sponsorship

GÜNDÜZYELİ

2023

Spor Bilimleri Araştırmaları Dergisi

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Considering that the sponsorship relations between brands and sports clubs are based on a win-win model, it is inevitable for the parties to consider some variables based on their target groups in their sponsorship agreements. The most important motivation of brands in sponsorship agreements is to increase brand awareness, strengthen brand image, and increase sales of products and services. This study investigates how fans' team support affects their purchase intention for sponsor brand products directly and indirectly through attitude towards the brand. Accordingly, in this study, the effect of sports team sponsorship on consumer behavior is explored in terms of the impact of fans' team support and attitudes towards the sponsor brand on purchase intention. Data collected from surveys conducted with 448 Fenerbahçe Football A Team supporters were analyzed using SPSS-AMOS and SPSS PROCESS Macro. The validity and reliability of the research model were evaluated with confirmatory factor analysis. The results indicate that the support of the fans' team support has a statistically significant and positive effect on the purchasing intention of the sponsor brand. In addition, according to the result of the analysis made with SPSS PROCESS Macro Model-4, the positive attitude towards the sponsor brand mediated the effect of team support on the purchase intention of the fans. Therefore, it could be said that the supporters who identify themselves with their team and support their team in all circumstances, regardless of whether they win or lose, are more likely to purchase the products and services of the brand with which the sports club has a sponsorship agreement. It is also observed that a positive fan attitude toward the sponsor strengthens the statistical relationship between team support and purchase intention.

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Team identification and sponsors’ altruistic motives on the effectiveness of professional soccer sponsorship

Cited by 10 publications

References 73 publications

Exploring the impact of Qatar’s soft power sponsorship in the Indian Premier League: a social identity perspective

Exploring the impact of Qatar’s soft power sponsorship in the Indian Premier League: a social identity perspective

The key importance of spending on research and development in Formula One

The Effect of Team Support and Attitude Towards the Sponsor on Purchase Intention in Sports Club Sponsorship

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