Impact of Partnerships Between Airlines and Sport Clubs - Assessing the Interplay of Airline-Sports Club Partnerships in Shaping Consumer Loyalty

This study examines the impact of airline partnerships with sports teams on customer loyalty by integrating theories of emotional branding, utility and price sensitivity. This analysis uses scenario-based survey data from 246 respondents to examine the real-world trade-offs between emotional alignment and practical considerations, including pricing and service quality. The results show that emotional attachment to a club affiliated airline significantly increases willingness to pay and brand preference; however, this influence decreases dramatically when price differentials or improved services are offered. A conceptual framework is created that integrates emotional attachment, stakeholder coordination and value provision to shed light on the emergence of loyalty. Regression research shows that emotional attachment and willingness to pay are significant predictors of loyalty, but mere awareness of the partnership is insufficient. The results address a deficit in the academic literature by showing that sponsorship alone, without the reinforcement of value propositions, rarely cultivates enduring loyalty. Regression research shows that emotional attachment and willingness to pay are significant predictors of loyalty, but mere awareness of the partnership is insufficient. The results address a shortcoming in the academic literature by showing that sponsorship alone, without the reinforcement of value propositions, rarely cultivates lasting loyalty. The study suggests that effective relationships between airlines and sports organisations require both emotional engagement and competitive advantage to increase customer loyalty. It highlights the limited strategic engagement of sports teams and shows that collaborative brand alignment and proactive co-branding are critical to optimising impact.