تأثير رعاة النادي الأهلي المصري على أعضاء النادي في اتخاذ قرار الشراء

Abstract EN

Sponsoring companies seek for different goals from sponsorship such as attention, image, presentation, morale of their employees, with a tendency by fans and viewers to buy their products and services.

Therefore, current research aims at identifying influence degree of Egyptian Ahli club's sponsors on club's members in making purchase decision.

The research team used descriptive approach by collecting data through a survey on a sample of (407) club's members.

The results showed that club's sponsors achieve their communication and commercial objectives and increase their products' sales by sponsoring sports clubs.

Also, emotional connection of club members plays an important role in their high desire to buy club sponsors' products.

It also showed that harmony between sponsors' position and clubs' position plays a positive role in achieving communication and business objectives and increasing their products' sales.

Club's members' satisfaction with the quality of sponsors' products and services plays a positive role in purchase repetition.

Future expectations also indicate that club members will repeat purchases of sponsors' products.