Gender Matters: The Moderating Effect of Gender on Sports Sponsorship Outcomes

Purpose: This study aims to investigate the moderating role of gender in the relationships between team identification, brand attitude, and purchase intention within sports sponsorship contexts, addressing the underexplored influence of gender on sponsorship effectiveness. Design/methodology/approach: Data were collected via a survey from 133 fans of three popular A-League soccer teams in Australia. Regression analysis using Hayes’ PROCESS Model 8 was employed to assess the moderating effect of gender on the relationships among team identification, brand attitude, and purchase intention. Findings: The results indicated that team identification significantly influenced purchase intention but not brand attitude across the general fan base. However, gender moderated these relationships; specifically, female fans showed a stronger positive effect of team identification on both brand attitude and purchase intention than male fans. Research limitations/implications: The study’s focus on apparel sponsorship within the A-League may limit generalizability to other sports contexts or types of sponsorships. Future research should explore different settings and incorporate additional factors such as psychological or cultural reasons behind gender differences. Originality/value: This study contributes to sports marketing literature by demonstrating the significant moderating role of gender in sports sponsorship effectiveness. It underscores the importance of developing gender-specific marketing strategies to enhance engagement and consumer responses among different fan segments.