The Influence of Club Image, Sponsorship, and Fan Loyalty on Football Merchandise Purchase Intention

Abstract

This study examines the influence of club image, sponsor factors, and fan loyalty on the purchase intention of official merchandise among Bali United supporters. The focus of the research is to understand how these three factors contribute to driving merchandise sales in sports marketing, with the aim of providing insights that can improve the club's revenue strategies. By adopting a quantitative approach, primary data were collected from 200 respondents who are active supporters of Bali United, using an online questionnaire. The data were analyzed using multiple linear regression to evaluate the significance and direction of the relationships between the variables. The results reveal that each of the three factors—club image, sponsor factors, and fan loyalty—has a positive and significant effect on the intention to purchase official merchandise. This indicates that a stronger perception of the club's brand, relevant and reputable sponsorships, and higher levels of fan commitment all contribute to an increased likelihood of supporters purchasing merchandise. The findings highlight the synergistic role of branding, partnerships, and community engagement in influencing consumer behavior within the sports fandom context. A positive image of the club helps build trust and emotional connection, while sponsor factors, such as the alignment of brands with the club's values, enhance the overall appeal of the merchandise. Moreover, fan loyalty acts as a significant driver, as loyal fans are more likely to invest in merchandise as a way to support their club. In conclusion, the study emphasizes that effective brand management, strategic alignment of sponsorships, and nurturing fan loyalty are crucial for maximizing merchandise sales potential. Sports teams can leverage these factors to enhance fan engagement and improve their revenue generation strategies, making merchandise sales a valuable part of their business model.