Purpose

This study aims to investigate the complex dynamics of sports sponsorship within the context of mixed martial arts (MMA). Specifically, it explores how audience attitudes toward MMA influence their perceptions of players and sponsors, and subsequently, how these attitudes affect brand perceptions and purchase intentions. Furthermore, this research examines the moderating effect of fans' attitudes toward MMA on the relationship between their attitudes toward sponsors and their purchase intentions. MMA was selected as the focus of this study due to its propensity to evoke more intense emotional responses than other sports, as evidenced by previous research.

Design/methodology/approach

Study 1 was conducted to systematically assess the emotional responses elicited by MMA. This preliminary study involved 277 participants. Building on the findings from Study 1, Study 2 employed an online survey to investigate the relationships among various constructs related to MMA. This survey was facilitated through an external portal and included a sample of 459 participants residing in the United States. The constructs measured in this survey were attitudes toward the player (ATP), attitudes toward the sponsor (ATS), perception of brand quality (PBQ), purchase intention (ITP) and attitudes toward mixed martial arts (ATM).

Findings

The study reveals that respondents rated MMA the most negatively among the analyzed sports, with the highest standard deviation, indicating that MMA evokes extreme emotional responses. The findings confirm that attitudes toward the player positively influence attitudes toward the sponsor, aligning with sponsorship-linked marketing theory. Moreover, positive attitudes toward the player were found to enhance perceptions of the sponsor’s brand quality. The research further demonstrated that attitudes toward the sponsor and perceptions of brand quality mediate the relationship between attitudes toward the player and purchase intentions, underscoring the complex nature of consumer decision-making in MMA sponsorship.

Originality/value

This research provides novel insights into the critical role of audience engagement and personal connection with sports in formulating effective sponsorship strategies. It emphasizes the need for marketers to tailor their approaches to align with the sport’s personal significance to the audience, employing narratives that resonate with their identities and values. Enhancing player-sponsor associations through co-branded campaigns and endorsements is essential. Furthermore, consistently maintaining high product quality and fostering emotional connections with the sport are key strategies to drive increased purchase intentions.

中文翻译：

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从球员到赞助商：探索 MMA 体育赞助中态度的相互作用

 目的

本研究旨在调查综合格斗 （MMA） 背景下体育赞助的复杂动态。具体来说，它探讨了观众对 MMA 的态度如何影响他们对玩家和赞助商的看法，以及随后这些态度如何影响品牌认知和购买意愿。此外，本研究考察了粉丝对 MMA 的态度对他们对赞助商的态度与购买意愿之间关系的调节作用。正如之前的研究所证明的那样，MMA 被选为本研究的重点，因为它比其他运动更容易引起更强烈的情绪反应。

设计/方法/方法

进行研究 1 以系统评估 MMA 引发的情绪反应。这项初步研究涉及 277 名参与者。基于研究 1 的结果，研究 2 采用了一项在线调查来调查与 MMA 相关的各种结构之间的关系。这项调查是通过外部门户网站进行的，包括 459 名居住在美国的参与者的样本。这项调查衡量的结构是对球员的态度 （ATP）、对赞助商的态度 （ATS）、对品牌质量的感知 （PBQ）、购买意愿 （ITP） 和对综合格斗 （ATM） 的态度。

 发现

研究表明，在分析的运动中，受访者对 MMA 的评价最差，标准差最高，表明 MMA 会引起极端的情绪反应。研究结果证实，对球员的态度会对赞助商的态度产生积极影响，这与与赞助相关的营销理论一致。此外，研究发现，对玩家的积极态度增强了对赞助商品牌质量的看法。研究进一步表明，对赞助商的态度和对品牌质量的感知在对玩家的态度和购买意愿之间的关系之间起中介作用，强调了消费者在 MMA 赞助中决策的复杂性。

 原创性/价值

这项研究为观众参与和个人与体育的联系在制定有效的赞助策略中的关键作用提供了新的见解。它强调营销人员需要调整他们的方法，以符合这项运动对受众的个人意义，采用与他们的身份和价值观产生共鸣的叙述。通过联合品牌活动和代言来加强玩家与赞助商的关联至关重要。此外，始终保持高质量的商品并培养与这项运动的情感联系是提高购买意愿的关键策略。