Title: Potential factors influencing sports fan team identification

Authors: Avtar Singh; Rahul Sharma

Addresses: Mittal School of Business, Lovely Professional University, Punjab, India ' Mittal School of Business, Lovely Professional University, Punjab, India

Abstract: The birth and growth of many different sports leagues in past decade had been witnessed by people in India. The sports sector in the country is one of the emerging sectors and is continuously experiencing number of developments. The increasing sports leagues' popularity and organising different sports in regular intervals deliver abundant opportunities in business for corporates. The purpose of this study is to identify factors motivating people to associate themselves with any sports league/leagues. The present study is quantitative in nature and a result of this study brings several different factors that would help the marketers to strategise and become more audience specific in their marketing activities.

Keywords: sports league; factors; fans; identification; sports team/team.

DOI: 10.1504/IJTTC.2023.136763

International Journal of Technology Transfer and Commercialisation, 2023 Vol.20 No.3, pp.257 - 268

Accepted: 25 Jun 2021
Published online: 21 Feb 2024 *

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