An Evaluation of the Effectiveness of Sports Sponsorship among Football Fans in Egypt

Sports sponsorship in Egypt is growing. Thus, there is a critical need to have a solicitude in this area. One of the corporations aims is to increase its investments in sports. Nowadays; most of the corporations want to evaluate the influence of their communication to make better decisions. There is a lack of researches in this area in Egypt. This study examines theoretical relationships between key variables of sponsorship influence that include sponsor awareness, corporate image and future purchase intentions. Sports fans’ involvement was also reviewed & questionnaires were sent electronically via a social network (Facebook) to 107 football fans. The first section of the questionnaire was related to brand awareness items. The second section was about corporate image items. The third section was about purchase intention items. Finally, the last section was about the demographics of the respondents. Unaided recall tasks are considered to be more appropriate measures than recognition tasks because they require the respondent to retrieve the sponsor's name from memory rather than by recognizing their brand name from a list (Stotlar, 1993). Results suggested that sports fans’ involvement had a direct positive effect on perceptions of corporate image; also, corporate image has a direct positive effect on purchase intentions, but there was no correlation between sports fans’ involvement and intention to purchase the sponsor's product, and there was no correlation between sponsorship awareness and positive effect on corporate image. Finally, there was no correlation between sponsorship awareness and the effect on intentions to purchase a sponsor's products.