'Ultimate' sponsorship: fan identity, brand congruence, and the Ultimate Fighting Championship
by Michael B. Devlin; Natalie A. Brown; Andrew C. Billings; Stacy Bishop
International Journal of Sport Management and Marketing (IJSMM), Vol. 14, No. 1/2/3/4, 2013

Abstract: This study examines how one's fan identification to a sport, in this case, mixed martial arts (MMA) and the Ultimate Fighting Championship (UFC), impacts the evaluations of congruent and incongruent sponsors. An online questionnaire surveyed 911 participants, revealing that highly identified fans evaluated all sponsors of the UFC more favourably than those who were not highly identified. Results also showed that highly identified fans evaluated sport-congruent sponsors more favourably than incongruent sponsors, and less-identified fans evaluated incongruent sponsors more favourably, suggesting that fan identification and sponsor congruency is a critical factor to consider when examining the effectiveness of sport sponsorship.

Online publication date: Wed, 23-Apr-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com