The Matching Effect of Brand and Sporting Event Personality: Sponsorship Implications

Abstract

By investigating the personality congruence between brands and sporting events, this study explores which brands and sporting events fit together best. The results of our survey, which included 373 student-subjects, showed that the pairing of “sincerity” brands and “diligence” sporting events yielded the best brand-event personality fit and sponsorship effectiveness. Through structural-relationship testing, this study confirmed that the personality congruence between a sponsoring brand and a sporting event was the most significant attitude predictor toward the sponsoring brand.