Sports sponsorship, brand image, and purchase intentions toward sponsors’ products

Abstract

Purpose: This paper examines the relationship between sports sponsorship and brand image concerning soccer fans’ purchase intentions, focusing on how various elements of sponsorship and brand image influence fans’ purchasing behaviour. Design/methodology/approach: Data was collected from 398 soccer fans in the Greater Accra Region and the Ashanti Region of Ghana and analysed using structural equation modeling tools derived from Structural Modeling Analysis Using Partial Least Squares (SMARTPLS). Findings: The study demonstrates that sports sponsorship positively and significantly impacts both brand image (coefficient = 0.722; p-value = 0.001 < 0.05) and purchase intention (coefficient = 0.296; p-value = 0.001 < 0.05). Furthermore, brand image not only has direct positive influences on purchase intention (B = 0.372; p-value = 0.000 < 0.05) but also mediates the relationship between sponsorship and purchase intention (B = 0.268; t = 4.098; p-value = 0.000 < 0.05). Overall, these findings confirm all four study hypotheses. Practical Implication: Sponsors can apply these findings when selecting sports events or teams to partner with, ensuring alignment with the brand's identity. Strategic partnerships may enhance the perceived brand image among the audience, thereby increasing the likelihood of influencing purchase decisions. Research Contribution: This study suggests that favourable purchase intentions are more likely when soccer fans hold a positive image of the sponsoring companies and a strong affinity for the sport. These findings underscore the importance of well-planned sports sponsorship strategies in shaping brand perception and driving consumer behaviour among soccer enthusiasts.