Abstract

PurposeThe aim of this paper is to investigate the interaction effect that sponsor-team congruence and team fan (home/rival team) have on the influence of different types of sports sponsorship (joint, corporate social responsibility [CSR]-linked and conventional sponsorship) on fans' attitudes and purchase intentions toward the sponsor.Design/methodology/approachTwo experimental studies were conducted on 391 and 297 participants. The data gathered underwent analysis through five multivariate general linear model analyses.FindingsThe study found that CSR-linked sponsorship had the strongest positive impact and the weakest negative impact on the attitude and purchase intention of home team supporters and the attitude of rival team supporters. Nonetheless, the sponsor-team congruence did not significantly moderate the relationship. Additionally, the research demonstrated that the fan identity of both home and rival teams moderates the impact of sports sponsorships on attitude and purchase intention.Originality/valuePrevious research has studied the effectiveness of sponsorship format types independently. This is the first research comparing sponsorship formats regarding fan type and congruence.