When brand meets sport: a study of the interactive effects of brand perception and sport type on brand attitude

Purpose This study aims to explore how the interaction between brand perception (warmth vs. competence) and sport type (competitive sport vs. recreational sport) influences brand attitude. Specifically, it seeks to offer insights into how different sports marketing strategies can influence brand attitude toward nonsports brands. Design/methodology/approach We employ a 2 × 2 experimental design to examine how sport type (competitive sport vs. recreational sport) and brand perception (warmth vs. competence) influence brand attitude. Findings The results show that the interaction between brand perception and sport type affects brand attitude. For nonsports brands perceived as warm, collaborating with recreational sports results in a more positive brand attitude. Conversely, for nonsports brands perceived as competent, collaborating with competitive sports enhances brand attitude. Furthermore, brand personality clarity mediates the impact of this interaction between brand perception and sport type on brand attitude. Originality/value In practice, numerous nonsports brands have successfully collaborated with sports events. However, the role of nonsports brands in sports marketing remains underexplored in existing literature. Building on the Brands as Intentional Agents Framework, this study proposes a novel perspective that the fit between brand perception and sport type is a key factor in determining the success of cross-industry collaborations. The findings contribute a practical framework to guide nonsports brands in selecting sponsorship contexts that reinforce intended brand perceptions and optimize strategic alignment.