Co-branding drivers between professional sport organizations and on-field sports apparel sponsors

• Published in: International journal of sports marketing & sponsorship 2023-11, Vol.24 (5), p.985-1001
• Main Authors: Abdolmaleki, Hossein, Mohammadi, Sardar, Babaei, Mehdi, Soheili, Behzad, Dickson, Geoff, Funk, Dan
• Format: Article
• Language: English
• Subjects: Brand image; Clothing industry; Co-branding; Consumers; Corporate image; Corporate sponsorship; Customer services; Market entry; Market positioning; Market shares; Marketing; Product development; Professional soccer; Professional sports
• ISSN: 1464-6668; 2515-7841
• DOI: 10.1108/IJSMS-03-2023-0048

PurposeThis study aims to investigate drivers of co-branding, and the relative strength of these drivers within the Persian Gulf Pro League (PGPL). The study examines sport sponsorship, and specifically the relationship between professional football teams and on-field apparel sponsors.Design/methodology/approachSixteen experts participated in semi-structured interviews and ranked the co-branding drivers. The expert opinions were organized into estimates and triangular fuzzy numbers were established before the Mamdani Fuzzy Inference System converted the fuzzy outputs into crisp output values using the Centroid method. Next, the rankings of the drivers by the same 16 participants were analyzed using the analytical hierarchy process (AHP).FindingsThe study identified four main factors with 19 indicators: brand management (i.e. enhancing brand value, utilizing the knowledge and experience of partner brands, brand position, brand identity, brand equity and brand image), partner relationships (i.e. satisfaction, mutual trust, commitment, common interest, product reliability and innovative strategies), marketing factors (i.e. marketing mix, market position, competitive advantage and entry into new domestic markets) and supporting factors (i.e. copyright, contracts and social media law). The AHP identified the most influential factors as marketing, partner relationships, brand management and support.Originality/valueBased on the study’s findings, the authors recommend that PGPL teams adopt a partnership mindset, seek alignment of values and recognize the plurality of stakeholders to a sponsorship and their relationships to each other. The study highlights the challenges of co-branding activities in a developing country where trademark laws are not well developed.