Identification of the Relationship among the Loyalty of Fans to the Football Team and Their Attitude to Sponsorship: Comparison of Professional and Media League

This final qualifying work is devoted to studying the attitude towards sponsorship of fans of professional and media football teams, taking into account the factor of fan loyalty to the team. The relevance of the work is due to the growth of the sports sponsorship market and the growing popularity of the phenomenon of media football. The research problem is based on contradictions in the works of the authors who studied the attitude of fans towards the sponsors of their favorite teams and is supported by a lack of scientific knowledge about sponsorship in media football and about media football as a phenomenon in general. To close the problem area in scientific knowledge, the following goal was set: identifying the connection between fans’ loyalty to a football team and their attitude towards sponsorship, depending on the team’s affiliation with professional or media leagues. To achieve this goal, a consistent multi-method strategy was chosen, consisting of two quantitative methods: content analysis and survey.