Examining the Impact of Sports Sponsorship on Fan Attitude and Purchase Intentions towards Sponsors' Products in Professional Football: A Study of the Ghanaian Fan Base

Abstract

This paper investigates the mediating role of fans' attitudes in the relationship between sports sponsorship and the purchase intention of Ghanaian football fans. Survey data were collected from 398 official supporter groups of Kumasi Asante Kotoko SC (Circles) and Accra Hearts of Oak SC (Chapters) using a purposive sampling technique. A structured questionnaire was utilized to gather the data. The study employed structural equation modeling (SEM) to validate the model. The results indicate that sponsorship significantly influences purchase intention and fans' attitudes. Furthermore, the findings demonstrate that fan attitude mediates the relationship between sponsorship and purchase intention. These findings suggest that sponsorship plays a significant role in improving the purchase intention of football fans, and the impact of sponsorship on purchase intention is strengthened by fans' attitudes. Overall, this study enhances our understanding of the complex dynamics between sponsorship, fans' attitude, and purchasing intention, particularly in the context of Ghanaian football fans. While the study provides useful findings for industrial players and practitioners, it is essential to acknowledge that this study relied on cross-sectional survey data, which limits our ability to establish causal relationships. Additionally, the current study focused specifically on soccer fans of only two Clubs in Ghana, which may restrict the generalizability of the findings to fans of other teams or sports, limiting the applicability of the study's results to a broader context.