4. Research Implications
Although there is plenty of work that studied team identification, there is still few that discussed the determents that help to increase that identification (Absten, 2011). As well as, the linkage between loyalty and sponsorship activities has not been well established so far (Mazodier and Merunka, 2012). There is paucity of literature on the association between team trust, identification, and attitudinal and behavioral loyalty toward sponsor’s products and services.
This study has some managerial implications for practitioners. Popular teams, with high connections with their fans, have always been a target to firms to tie their brands with (Carlson et al., 2007). This study sheds some light on the Egyptian fans and what drives them in order to provide some help to different football clubs and to the sponsors of these clubs as well which could be reflected to the enhancement of sport industry as a whole in the country at the end.