Media Management

TL;DR: Sports sponsorship activities positively affect the buying behavior of sports audiences in Jordan. There are statistically significant differences in the level of sports sponsorship activities and the buying response according to gender, age, education, and occupation.

Abstract: This study aims to investigate the effect of sports sponsorship activities on the buying behavior of sports audiences, in addition to determining the statistical differences in the level of sports sponsorship activities and the buying response according to some organizational and demographics. The research population consists of Jordanian sports audiences who live in Amman city. The Convenience sampling technique is used. The researcher selects the respondents from coffee shops, cafes, famous malls in Amman, and social media users. The recommended sample size is 385. The unit of analysis is the Jordanian who attended and watched the sports activities for up to 19 years living in Amman. The study concludes that sports sponsorship activities strongly positively affected the buying response “ATR” of the sports audience. It is found statistically significant differences in the awareness tend to males and B. A degree holder. It is also found that the age between 42 - 46 is the most experienced, but it is found that there are no differences between the sports audience segments in the repeated purchase stage. Finally, it is a statistically significant difference in sponsorship activities and tends to the telecom companies in Jordan. The study presents a set of recommendations that enhance using the sponsorship in the local sports market.