Exploring the impact of Qatar’s soft power sponsorship in the Indian Premier League: a social identity perspective

Exploring the impact of Qatar’s soft power sponsorship in the Indian Premier League: a social identity perspective

PurposeDrawing upon the Social Identity Theory, this research aims to investigate the effectiveness of Qatar’s soft power sponsorships among the Indian Premier League (IPL) fans in India. We explore the relationship between team identification, team-sponsor fit, and purchase intention of sports fans...

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Bibliographic Details
Published in:Sport, business and management Vol. 14; no. 4; pp. 557 - 577
Main Authors: George, Joliss Helen, Ranjith, V.K.
Format: Journal Article
Language:English
Published: Bingley Emerald Publishing Limited 02-07-2024
Emerald Group Publishing Limited
Subjects:
Consumers
Corporate sponsorship
Culture
Identification
Purchase intention
Social identity
Sports fans
Teams
Qatar
India
Team identification
Soft power sponsorship
Congruence
Purchase intention
Sponsor brand awareness
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Summary:PurposeDrawing upon the Social Identity Theory, this research aims to investigate the effectiveness of Qatar’s soft power sponsorships among the Indian Premier League (IPL) fans in India. We explore the relationship between team identification, team-sponsor fit, and purchase intention of sports fans, while also examining the moderating effect of sponsor brand awareness in the context of the IPL.Design/methodology/approachUsing a quantitative research design, we conducted both offline and online surveys from sports fans. The proposed model was examined using Confirmatory Factor Analysis and Partial Least Square-Structural Equation Modelling to test the study’s hypotheses.FindingsThe results reveal a positive and significant association between team identification and team-sponsor fit, and team-sponsor fit and purchase intention of sponsor brands. Further, brand awareness moderates the relationship between team-sponsor fit and purchase intention of sponsor brands, but not on the team identification and team-sponsor fit relationship.Research limitations/implicationsThis research adds to the paradigm of social identity theory and soft power sponsorship research. By providing insights into fans’ predisposition towards the team sponsors, the study will help managers design effective brand promotion strategies.Originality/valueThis research is the first to explore the effectiveness of soft-power sponsorships in the Indian mega-sports landscap. It is also the first to explore the moderating effect of sponsor brand awareness on sponsorship effectiveness, which is determined through the purchase intentions of the sponsor brand.
ISSN:2042-678X
2042-6798
DOI:10.1108/SBM-10-2023-0127