Exploring the impact of Qatar’s soft power sponsorship in the Indian Premier League: a social identity perspective
Sport, Business and Management
ISSN: 2042-678X
Article publication date: 1 July 2024
Issue publication date: 2 July 2024
Abstract
Purpose
Drawing 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/approach
Using 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.
Findings
The 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/implications
This 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/value
This 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.
Keywords
Acknowledgements
We extend our sincere gratitude to Ms. Kanika Kohli, a doctoral scholar at TA Pai Management Institute, Manipal Academy of Higher Education, Manipal, India, for providing her valuable insights and feedback, which helped us enhance our work significantly.
Citation
George, J.H. and Ranjith, V.K. (2024), "Exploring the impact of Qatar’s soft power sponsorship in the Indian Premier League: a social identity perspective", Sport, Business and Management, Vol. 14 No. 4, pp. 557-577. https://doi.org/10.1108/SBM-10-2023-0127
Publisher
:Emerald Publishing Limited
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