Fan identification and sponsorship evaluation of football spectators

The purpose of the study is to examine fan identification and sponsorship evaluation of football spectators participating in PTT 1st league matches. Population of the study consists of spectators who attend to Antalyaspor matches played in stadium located in Akdeniz University Campus in Antalya. As the number of the population is not exactly known, the sample formula was used as (𝑛 = 𝑡 2𝑝𝑞/𝑑 2 ) and385 is obtained as sample size. Incase of data loss, a sample of 500 individuals was used and 395 questionnaires were foundad equate for the study. As a data collection tool a questionnaire consisting of 3 parts was used. In the first part, demographic questions and questions about participation frequency of the spectators were inquired. In the second part of the questionnaire, Sport Fan Identification Scale which was developed by Wann and Branscombe (1993) and adapted to Turkish language by Günay and Tiryaki (2003). Cronbach alpha reliablility of this scale was found as α=.894 in this study. In the third part of data collection tool, Sponsorship Evaluation Scale, which was developed by Speed and Thompson (2000) and further developed and adapted to Turkish language by Alay (2004). In this study the Cronbach alpha coefficients of the subscales were α = .683-.868. When the findings were considered, positive correlations were obtained between 9 of 11 subscales consisting of evaluations of event, sponsorship and products of the sponsor. According to an important finding for sport clubs, the correlations between fan identification and personal liking for event (r=0.406, p<0.001) and status of the event (r=0.337, p<0.001). When sponsorshipe valuations are examined it was observed that all 11 subscales Showing attitudes towards event, sponsor and product srevealed positive and significant correlations between each other. One of the most important results for the sponsor firm is that all the subscales are positively relating to product usage. The highest correlation with product usage were in favorability of the product (r=.643, p<0.001), sponsorship-event fit (r=.476, p<0.001), interest in product (r=.456, p<0.001), frequency and selectivity of sponsorship (r=.447, p<0.001) andsincerity of sponsor (r=.423, p<0.001). So it can be concluded that positive perceptions towards sponsor results with positive correlation with product usage of the sponsor firm. Keywords: Fan identification, sponsorship evaluation, football spetators.