Credibility at Stake: Organizer-Sponsor Congruence and Involvement as Drivers of Consumer Behavior in Sporting Events

The academic literature has extensively examined the key factors contributing to the success of sponsorship in sporting events, with particular emphasis on sponsor-event congruence and consumer involvement. However, the role of the event organizer remains relatively underexplored. This study expands the scope of existing research by investigating the influence of sponsor-organizer congruence on the perceived credibility of the sponsor, with consumer involvement as a moderating variable. Additionally, the study analyzes how this relationship affects consumer attitudes and behavioral intentions. Data were collected from 474 participants at two road running events and analyzed using structural equation modeling with partial least squares estimation (PLS-SEM). The findings indicate that positive evaluations of both the sponsor and the organizer enhance the sponsor’s perceived credibility. Furthermore, consumer involvement with the brand, the sponsor’s products, and the event significantly moderated this effect, amplifying the impact of credibility on attitudes and intentions. The results suggest that strategic alignment between sponsor and organizer not only strengthens sponsor credibility but also promotes favorable consumer behavioral responses, thereby enhancing the overall effectiveness of sports sponsorship.