Analysing the Impact of Sports Sponsorship on Brand Loyalty and Consumer Purchase Intention

Abstract

This study explores the influence of sports sponsorship on brand loyalty and consumer purchase intention, with a specific focus on Hero MotoCorp’s engagement in major sports leagues such as the IPL, ISL, and Pro Kabaddi League. Employing a quantitative approach, data were collected from 102 respondents and analysed using multiple regression and correlation methods via SPSS. Five independent variables—brand recall, brand awareness, brand image, perceived quality, and sponsor motivation—were examined in relation to two dependent variables: brand loyalty and purchase intention. The results show a notable positive relationship among brand awareness, brand image, and perceived quality with brand loyalty. These factors, both individually and in concert, support greater consumer loyalty, so confirming the strategic function of sponsorship in forming positive brand impressions. But no statistically significant link was discovered between purchase intention and sponsorship variables, implying that loyalty might not exactly translate into consumer behaviour in this environment. This study emphasizes the need of creating long-term consumer relationships by means of emotionally relevant and high-quality brand interactions through sports sponsorship. By emphasizing elements that foster brand loyalty instead of presuming automatic conversion to purchase behaviour, it offers actionable insights for marketers wishing to maximize the return on investment from sports sponsorships.

Keywords: Sports Sponsorship, Brand Loyalty, Consumer Purchase Intention, Brand Awareness, Marketing Strategy

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