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.