The effect of sports event tourism on event attitude and the brand equity of sportswear sponsors

The present study aims to understand the process through which sports event tourism experiences mediate event attitude and, consequently, the brand equity of sportswear sponsors. First, the results of the study show that of the four experiential components of sports event tourism (i.e., “sense”, “feel”, “think”, and “relate”), the “feel” and “relate” components were identified as antecedent variables that create positive event attitudes. Second, event attitude was found to have a significant effect on brand awareness and brand image, but the relationship between event attitude and brand loyalty was rejected. Third, for the brand equity of sportswear sponsors, brand awareness positively affected brand image and loyalty, and brand image positively affected brand loyalty. The results of the present study provide foundational data for sportswear marketers that engage in sports event sponsorship as a strategic marketing tool and for those who seek to devise effective communication strategies to increase brand equity through sports event tourism.