The Impact of Sports Sponsorship on Brand Equity: A Study of Rightel, Irancell, and Hamrahe Aval Mobile Network Operators

Articles in Press

Document Type : Original Article

Authors

1 Department of Sports Management, Faculty of Physical Education and Sports Sciences, Allameh Tabataba'i University, Tehran, Iran

2 Department of Sports Management and Movement Behavior, Faculty of Physical Education and Sports Sciences, Kharazmi University, Tehran, Iran

3 Department of Sports Management, Faculty of Physical Education and Sports Sciences, Allameh Tabataba’i University, Tehran, Iran

10.22034/sms.2025.142493.1425

Abstract

Iran's mobile network operators have opted for sport sponsorship as a key communicative strategy to boost their brand status and foster customer loyalty. The purpose of this study was to investigate the impact of sports sponsorship on the brand equity of Iranian mobile network operators using a correlation method. The statistical population for this research comprised fans of the clubs sponsored by Iran's mobile network operators (Rightel, Irancell, and Hamrahe Aval). A convenience sampling method was employed for the research sample, and due to the extensive statistical population, 384 fans were selected. To collect the relevant data, two questionnaires were utilized: "Sports Sponsorship of Mobile Network Operators in Iranian Football" and "Brand Equity Based on Aker's Model". Regression and ANOVA tests were conducted upon completion of the data collection process. The results indicated that the two variables of Monopoly (0.001) and Success (0.007) have a positive and significant impact on brand equity. These findings provide valuable insights for commercial companies in designing targeted sponsorship strategies and demonstrate how focusing on the monopoly and success of the sponsored teams can lead to increased brand equity, enhanced customer loyalty, and improved return on investment in sports marketing.

Keywords

Main Subjects

Sports Marketing Studies

Articles in Press, Accepted Manuscript
Available Online from 07 August 2025

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