Sport sponsorship, team support and purchase intentions

Aaron Smith, Brian Graetz, Hans Westerbeek

Research output: Contribution to journalArticlepeer-review

49 Citations (Scopus)


This research assessed the influence of team support and perception of sponsors on the purchase intentions of sport consumers. In a case study of a not-for-profit, membership-based Australian professional football club, 1647 respondents reported their perceptions of team support, sponsor integrity and purchase intentions for the sponsor's products. Results revealed that the key pathway to purchase intention is associated with fan passion and a perception of sponsor integrity. This implies that the best mechanism for sponsor return on investment comes in the form of activities to bolster both passion for the team and perceptions of sponsor integrity.

Original languageEnglish
Pages (from-to)387-404
Number of pages18
JournalJournal of Marketing Communications
Issue number5
Publication statusPublished - Nov 2008
Externally publishedYes


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