Abstract
Identification with a sports team can represent an important component of a person's self-concept. Through sponsorship, brands attempt to leverage their affiliation with sports teams to transfer positive associations from the property to the brand. However, because of the competitive nature of sports - brands may enter into a sponsorship with a rival team. The current research considers the cognitive and emotional mechanisms through which fans respond to such sponsorships. Results indicate that highly identified fans experience threat in response to the sponsorship of a rival, this threat leads to anger which negatively influences attitudes towards the sponsorship and reduces purchase intentions. Practical and theoretical implications of these findings are discussed.
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