Benefit Analysis of Sports Sponsorship and Relationship Marketing Combination Model

Abstract

The purpose of this study was to evaluate the ”sports sponsorship and relationship marketing combination model” for the fans of Brother Elephants team. The questionnaire, which included ”sports sponsorship,” ”relationship benefits,” ”relationship quality,” and ”relationship outcomes,” was administered by purposive sampling and 413 completed questionnaires were received from Brother Elephants fans. Confirmatory factor analysis and path analysis were used to calculate the data. The results showed that sports sponsorship can establish the ”confidence benefit,” ”social benefit,” and ”special treatment benefit” between sponsors and fans. In addition, the results supported the hypothetical model, and indicated that all paths were significant in the sports sponsorship and relationship marketing combination model. Our study conclusions provided appropriate sponsor strategies to sponsors to promote the fans' trust and commitment. Consequently, sponsors can reach their objectives, which increases fans' word of mouth and loyalty. The current study revealed that if enterprises can improve the relationship benefits and maintain the relationship quality with fans, it will promote fans' word of mouth and loyalty.