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A Comprehensive Model for Sponsorship Effectiveness in Iran Football Pro League

Document Type : Research Paper

Authors

1 Ph.D. Student of Sport Management, Tarbiat Modares University

2 Professor of Sport Management, Tarbiat Modares University

3 Associate Professor of Sport Management, University of Tehran

Abstract

The purpose of this study was to evaluate sponsorship effectiveness model in Iran football Pro League. The research method was descriptive-survey. Five hundred fifteen spectators (by Cochran’s formula) of Iran football Pro League participated in study. Data was analyzed using structural equation modeling. Testing for goodness of fit showed that, with some corrections, the proposed model was desirable. Results showed that sponsoring in Pro League increased product awareness, improved sponsor image, enhanced social responsibility, and increased intention to purchase from sponsor. Product awareness, sponsor image, and social responsibility affected intention to purchase positively, and negative behavior and ambush marketing affected intention to purchase negatively. In general, sponsoring in Iran football Pro League affected the target population’s opinion positively and has effectiveness. 

Keywords

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Sport Management Studies
Volume 9, Issue 41
May and June 2017
Pages 37-60
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History
  • Receive Date: 22 November 2014
  • Revise Date: 22 August 2015
  • Accept Date: 16 September 2015
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