Anybody who has ever attended a great sports event can tell you how exciting, strong and inclusive is to be part of thousands of people chanting at their heroes. It is a unique feeling that lasts long and you end up craving for more, Sundays after Sundays: a sort of ritual that brings us back in the old days in which tribes gathered to celebrate together…
How does sponsorship affect customer behaviour?
It is our ritual and can be connected to different sports religions because for a fan his or her team is nothing short than a religion. It is something to believe in, something to talk about and something to worship every week. But how can such a strong link between a sports team and a fan/customer affect his/her purchase intention?
I attach here a simple scheme to show you how it works,
And here is a recent research whose results go the same way: “Analyzing the influence of attitude towards sponsor and sponsorship awareness to purchase intention in Manado (case study: MotoGP)”
You can download a PDF of it at this link https://ejournal.unsrat.ac.id/index.php/jbie/article/view/9849
The research underlines that Sponsorship creates a positive attitude towards the brand that results in purchase intention.
And if this is not enough, keep buying those ads on the telly, but please go once to an event, and take a plunge in the atmosphere, enjoy yourself, consider the engagement activities, the PR opportunities and the use of the Hospitality…and repent if you are not involved yet.
Now that it is clear that a partnership with your beloved team can impact on the bottom line and armed with a scientific explanation you can unleash your passion without feeling guilty…Because sponsoring your long-loved team can actually do wonder for your company as well.