Brand Engagement in Sports Business: The Role of Sponsorship Effectiveness and Fan Experience with Moderation by Digital Platform Integration

This research explores the factors that shape brand engagement in the sports business by assessing the effects of sponsorship effectiveness, fan experience quality, and the moderating role of digital platform integration. Drawing on Customer Engagement Theory and Uses and Gratifications Theory, a quantitative approach was employed, gathering data from 385 sports fans through a structured survey using a 5-point Likert scale. Sponsorship effectiveness and fan experience quality served as the primary independent variables, while digital platform integration was examined as a moderator influencing the link between fan experience and engagement. Data analysis was conducted in SPSS using descriptive statistics, reliability testing, factor analysis, correlation, and linear regression. The findings demonstrate that fan experience quality has the most substantial impact on brand engagement (β = 0.57), followed by sponsorship effectiveness (β = 0.49). In addition, digital platform integration significantly enhances the positive relationship between fan experience and engagement (β = 0.36). The study advances theoretical insight by emphasizing the combined role of experiential quality and digital connectivity in shaping modern fan–brand interactions. From a practical perspective, it highlights the need for sponsorships that resonate with team identity, the delivery of consistent and immersive fan experiences, and the use of integrated digital platforms to foster authentic, long-term engagement. Limitations of the study include its contextual scope and reliance on cross-sectional data, with future research encouraged to adopt cross-cultural, longitudinal, and experimental designs. Overall, the study contributes to both academic theory and managerial practice by clarifying how sponsorship and experiential strategies, when supported by digital integration, can drive sustainable brand engagement in the sports industry.