Examining the relationship between team identification levels of university students who are team supporters and their attitudes towards team sponsors and their perceptions of causality

The aim of this research is to examine the relationship between team identification levels of university students who are team supporters and their attitudes towards team sponsors and their perceptions of causality. The method of the research is “Correlational Research” and according to the results of this research, the existing situations were determined and the relationship and prediction level between these situations were determined and interpreted. The population of the research consists of Kütahya Dumlupınar University students and Bilecik Şeyh Edebali University students, who are team supporters. 475 students randomly selected from the universe constitute the sample group. The findings of the research concluded that there is a significant relationship between the team identification levels of university students who are team supporters and their attitudes and causality perceptions towards their team ‘s sponsors. The results show that fans with higher levels of team identification show positive attitudes towards the sponsor company and, accordingly, their perception of causality towards the sponsor companies is also positive. As a result of this study, according to the findings, fans with high levels of identification are a more important target for sponsor companies. It is thought that this community may be more interested in the brands and products of sponsor companies. This research and its results show that the level of team identification will positively affect attitudes towards sponsor companies and perceptions of causality in sponsorship. In this regard, we hope that the results of this research can have a guiding and strategy-determining effect on sports clubs and sponsor companies that will make agreements on sports sponsorship. It is evaluated that fans with a high level of team identification can be determined as a more important target audience for companies, and if sponsorship activities are carried out in this direction, they will contribute to sponsorship success.