The Brand Involvement as a Mediator Between Sports Sponsorship and Jordanian Audience Behavior: Psychological-Communication Analysis

Abstract

The study aimed to investigate the effect of sports sponsorship on the behavior of the Jordanian sports audience and the impact of the mediator in the causal relationship between sports sponsorship and audience behavior. In addition to estimate differences in the perception of sports sponsorship according to demographics. The study was quantitative and analytical descriptive. The population consists of all Jordanian Professional League attendees, reaching 150,000 people for the 2024-2025 season.
The purposive sampling method was used, and the sample size reached 385 people. The questionnaire is a tool for data collection. The study concludes a high statistical effect of sports sponsorship on the behavior of the Jordanian audience towards sponsor brands, and all sub-hypotheses regarding the impact of sports sponsorship on interaction, image, intention, and loyalty were proven. The study found that the mediator is statistically insignificant in the causal relationship between sports sponsorship and sports audience behavior.
Moreover, it was found that age, education, gender, and favorite team have no effect on the level of perception of sports sponsorship from the point of view of the Jordanian sports audience.
Finally, the study presented several recommendations and implications for enhancing sports sponsorship activities in Jordan.