A Study On The Relationship Between Sponsor Brand Cohesiveness Of Sports Events And Audience’s Sports Identification To Sponsorship Fit And Attitude

With the spread of the new crown pneumonia epidemic,the sports industry has been severely affected.The suspension of the most important large and small events in the industry has also affected related industries.Some people worry that sponsors will also be affected by the chain reaction because of their huge investment or changing their marketing methods.This worry is reasonable.For sports sponsors,not only must focus on innovation in marketing methods,but also on opportunities for content marketing.Under the epidemic situation,many sponsors are focusing on the content level of the brand,because sports events can increase their brand value.Most companies conduct marketing in the form of participants.They often fail to impress consumers with their brands by sponsoring large and small ball games and finding sports celebrities to endorse them,because the focus of fans on sports events is the sports events themselves.If the brand cohesion in the marketing process is not enhanced,even if the fit between sports and the brand is very high,it will not be easy to transform,because the brand cohesion is not enough for consumers to perceive the existence of the brand.For consumers,no matter how exciting a game and sponsor activities are,if they disagree with the sport,they will not be able to form the final purchase behavior.Based on this,the research on the relationship between sponsor brand cohesion,sports identity and perceived fit has become the content of this article.This article will further explore the relationship between sponsor brand preference and purchase intention based on the influence of perceived fit.Through literature review,this article draws on social identity theory,brand image transfer theory and consumer planning behavior theory,takes brand cohesion,sports identity as dependent variables,and perceived fit as predictor variables,and constructs a relationship model of their mutual influence.Since the Austrian Red Bull International Three-person Street Basketball Tournament is a special international sports tour that benefits from broadcasting and sponsorship,another focus of this article will be to study the impact of perceived fit on two important consumer brand attitudes: Brand preference and willingness to buy.Taking the fans of the Austrian Red Bull International Three-person Street Basketball Tournament in China as the survey object,the survey was conducted through sports questionnaire surveys,statistical analysis and other methods.A total of 500 copies were distributed through the street basketball fan group on social platforms such as Weibo,We Chat,and Douban.Questionnaires,finally 414 valid questionnaires.This article uses statistical analysis such as correlation analysis and regression analysis to verify the research hypothesis,and discusses and summarizes the research results in depth,and finally puts forward relevant suggestions.The results of this study show that: first,the brand cohesion of the event sponsors and the audience’s sports identity positively affect the perceived fit;Perceived fit has the most significant impact;third,brand cohesion,sports identity,perceived fit,and sponsor’s brand preference positively affect purchase intention;fourth,there is a relationship between brand cohesion,sports identity,perceived fit,brand preference,and purchase intention Mediation effect;Fifth,different types of fans have differences in variables such as brand cohesion,sports identity,perceived fit,and brand attitude.Among them,gender,age,and educational background all have significant differences in the observed variables.Fans’ focus on the competition area has no effect on the observed variables.influences.Based on the above research results,this article puts forward the following suggestions: First,formulate effective brand communication strategies to enhance brand cohesion;second,focus on the cultivation of project crowds and promote the development of the sports industry;third,formulate related marketing strategies to explore brands and the integration point of events;fourth,fully release the function of mass sports events and promote the balanced development of events.