The Negative Effects of Sports Sponsorship and its Relationship to the Purchasing Tendencies of Sports Club Fans

Document Type : Original Article

Authors

1 sport management,facultyof fhysical education,mansoura university,egypt

2 Asst. Prof.at Sport Management Department, Faculty of Physical Education, Mansoura University.

Abstract

Sports sponsorship:
A commercial relationship in which a monetary or qualitative fee is paid to any sporting organization or sporting event in exchange for access to the investable commercial potential associated with that organization or event. (12: 286)
Purchasing tendencies :
They are positive or negative attitudes that fans take towards the products or services of the club sponsors, and include the cognitive dimension, the emotional dimension, and the behavioral dimension.
Research Goal:
The research aims to identify the negative effects of sports sponsorship and its relationship to the purchasing tendencies of sports club fans
Research Methodology:
The researcher used the descriptive method (survey method) Population and research sample:
research community:
The research community consists of sports club fans.
The research sample:
The researcher randomly selected the research sample from fans of sports clubs in the Arab Republic of Egypt, and its number reached (546) fans, with (50) fans for the survey sample and (473) fans for the basic study sample. A number of (23) forms were excluded because they did not meet the application requirements.

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