The influence of event-related factors on sport fans' purchase intention: a study of sponsored products during televised sporting events

Abstract

PurposeIt is not possible for every fan of a sport to watch matches at stadiums because of the capacity and location constraints. Furthermore, although sport fans could not physically attend sporting events during the COVID-19 pandemic, corporations still showed interest in sponsoring such events. To better understand this phenomenon, this study examined the effects of fans' event involvement on event reputation, event commercialization, corporate brand credibility, corporate brand image and purchase intentions of the corporate sponsor brand.Design/methodology/approachA total of 646 responses were collected from fans of Indian Premier League teams. Confirmatory factor analysis and covariance-based structural equation modelling analyses were conducted on the collected data.FindingsResults showed that fans' involvement in televised sporting events had a positive influence on the events' reputation, which, in turn, had a significant impact on their corporate brand credibility and image. Furthermore, the corporate brand credibility and image had a positive impact on the fans' purchasing decisions.Originality/valueThis study provides valuable implications for marketing managers aiming to enhance their understanding of the impact of event sponsorship on corporate brands. In addition, the findings provide insight into how to support the development of effective sponsorship strategies in the future. The results suggest that sponsoring companies should consider maintaining the credibility and image of their brands to achieve the desired outcomes from sponsoring such sporting events.

Research journey of sports promotion: A bibliometric analysis

“…The undertaken audience engagement and forms of promotion have benefited from marketing plans, which are based on big data technology and contemporary sports marketing theory (Chen, 2023). The presence of fans at televised sporting events has a beneficial effect on the event's reputation, corporate brand credibility, and image, as well as influences purchasing decisions (Rai et al, 2024). It has been found that having spectators at televised sports events produces benefits beyond the thrill of the moment.…”