Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Purpose This paper tests and validates a conceptual model linking the attachment points, team identification, attitude towards the team sponsors and the behavioural intentions in the context of Indian Premier League (IPL), while testing for the moderating effects of age and gender. Design/methodology/approach Data were collected from 1,053 participants through both online and offline survey and then analyzed using exploratory factor analysis (EFA) and structural equation modelling (SEM). Findings Attachment points influence the formation of team identification, which, in turn, affect the attitude towards the team sponsors. Attitude towards the team sponsors influence the behavioural intentions. Player attachment influences team identification the most. Age and gender have a moderating effect on the constructs of the study. Team identification in females is stronger because of attachment to sports, whereas males have stronger team identification based on player attachment. Males have a stronger intention to spread positive word of mouth (WOM) about sponsor products as compared to the female respondents. The younger age group of less than 21 years has more intention to spread positive WOM compared to the other age groups considered in the study. Practical implications This study contributes towards sports sponsorship research and the paradigms of social identity and attachment theories. Moreover, it will also help the marketers (sponsors) in IPL to strategically market their brands. Originality/value This is the first study to investigate the impact of attachment points on sponsorship outcomes in the context of IPL. Further, it is also the first to investigate the purchase intentions and WOM for the team sponsors in IPL. The multi-group analysis results will provide insights into marketers to better understand IPL viewers' segments and their behaviour.