Examining the Marketing Effectiveness of Sports Team Sponsorship on Consumer Behaviour: A Cross-Cultural Comparison between Low and High Context Cultures

Sports sponsorship is a marketing activity that requires huge budget where companies seek to achieve business objectives. The study compares between low and high context cultures understand the effect of football team on consumer behaviour. An online survey was conducted through Qualtrics with 380 responses. Results show culture affects outcome brand image, purchase intention, loyalty. Football leads higher effectiveness in culture. Low has either same or better vice versa. High tends have some negative attitudes toward brands are sponsoring teams. It recommended for marketers allocate outcome. Future work should aim compare cultural sports other such as basketball, tennis, golf … etc.