Focusing on the Interlinkage Between Financial Sports Sponsorship and Financial Performance

Abstract

This study intends to examine the impact of financial sports sponsorship, brand equity, and beliefs about sponsorship on financial performance. Additionally, it seeks to analyse the mediating role of sports involvement. This study was conducted in the Netherlands, specifically focusing on the fields of finance and sports. The study utilised quantitative research methods and collected data through a survey-based questionnaire. The data analysis involved the use of statistical software, specifically SPSS and Amos. The fitness of the model used in this study was found to be excellent. Structural equation modelling (SEM) is employed for hypothesis testing. The study's findings indicate that BE, FSS, and BAS have a significant influence on SI. Both BAS and SI have a significant impact on FP. The mediation of social influence (SI) was found to significantly affect the observed associations. This study has significant theoretical importance and practical implications.