The Evaluation of the Role of Sponsorship (Advertising on Shirts)on theAttitudes of Fans of Iran Football Premier League Popular Teams

Authors

1 Msc Sport Management, University Of Tehran

2 Professor, Sport Management, University of Tehran

3 Associate Professor, sport Management, University of Tehran

4 Msc, Sport Management, University Of Tehran

Abstract

The aim of this study was to evaluate the role of sponsorship (advertising on shirts) on the attitudes of fans of Iran football premier league popular teams. The research method was descriptive and application in terms of aim which was conducted as a field. The statistical population consisted of all (over 18 years old) fans of football premier league popular teams(Esteghlal, Tractorsazi and Persepolis) in 2012-13. Since the population size was over than 100000 fans, according to Morgan sampling table, sample had to consist of at least 384 fans. So, 500 questionnaires were distributed and 424 complete questionnaires with 95% responsiveness ratewere returned. A researcher-made questionnaire was used to evaluate the role of sponsorship on the attitude of fans in5 parameters: fans’ attitudes towards the reasons for sponsors, awareness and interest in the brand of sponsors, enhancement of the image of the sponsors, purchase intent and loyalty of fans. The reliability of the questionnaire was confirmed by Cronbach's alpha coefficient (α=0.83). Data were analyzed by descriptive statistics (mean and standard deviation) and inferentialstatistics (one-sample t test). Results showed that sponsorship (advertisement on shirts) had the greatest role in increasing awareness and interest, positive attitude towards sponsors, enhancingthe image of sponsors andthe loyalty of fans towards the products of sponsors and increasingthe purchase intent of fans respectively. Finally, according to the positive role of sponsorship in all factors and with an emphasis on fans’ quantity and identity, trade organizations and companies can consider sport sponsorship in football as one of the effective strategies to promote their products and services.

Keywords

References

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