Sport Physiology & Management Investigations

Sport Physiology & Management Investigations

Are Capital Teams Better for Sponsor Brand Insertion or Non-Capital Teams? A study of eye tracking technique in Premier League fans

Document Type : Original Article

Authors
Dorsa Nazari 1
Mohammad Hami 2
Mohsen Bagherian 3
Nader Shakeri 4
1 Ph.D, Department of Sport Management،Science and Research Branch, Islamic Azad University, Tehran, Iran
2 Assistant Professor of Sport Management, Branch Sari, Islamic Azad University, sari, Iran
3 Assistant Professor of Sport Management ،Science and Research Branch, Islamic Azad University, Tehran, Iran
4 Assistant Professor of Sport Physiology ،Science and Research Branch, Islamic Azad University, Tehran, Iran
Abstract
Due to the importance and role of sponsorship in football revenue sources of and spending huge sums on environmental advertising and advertising on Iranian premier league`s shirts by sponsors, the present study, Capital teams are better suited to sponsor brand or non-capital teams. based on neuroscience and eye tracking techniques. The present study has a practical purpose, and is semi-experimental in nature. The statistical population of the study consisted of 75 individuals selected from football spectators aged 18-60 years, all of whom were male and were tested with an eye tracking device according to the neuroscience protocol. For quantitative analysis, the obtained data were transformed into quantitative data using SPSS 25 software and data were analyzed using descriptive and inferential statistics. The variance analysis was used to test the hypotheses. The results showed that the Sponsors are better seen in non-capital advertising teams.. It seems sponsors need to understand the thoughts and conscious and unconscious messages of the audience and align their ads with specific and desired messages of their audiences in order to achieve their goals, i.e., to be seen better, and thus to increase the sales and revenue of their products and services through advertising on the athletes' shirts.
Keywords
: Commercial brand
Eye Tracking
Intense Support
Neural Marketing
Sponser ship
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