Sport Sponsorship and Purchase Intention Among Football League Fans: A Literature Review

Abstract

The practice of sponsorship back to ancient Greece and Roman eras, and the word "sponsorship" is derived from the Greek word "horigia" which means guarantor. The involvement of companies in sponsorship has attract many audiences and achieve their objectives. This paper conceptualizes sport sponsorship and some factors such as attitude toward sponsor, sponsor-event fit, favourability and perceived ubiquity. Sponsors point of perspective have stated that the most useful signal in sports sponsorship is purchase intention. Purchase intention also seeing as the gesture of goodwill or element that will return the sponsor for supporting them. There are four factors used in measuring the purchase intention. It is including trust, reputation, familiarity, and intention. Hence, it is extremely important to explore sports sponsorship impact, its influencing aspects, and how to build a sports sponsorship with other measurement approach.