A Comprehensive model for sponsorship effectiveness in Iran Football Pro-League

The purpose of this study was to investigate effectiveness model of sponsoring in Iran Football Pro-League. The research method was descriptive-survey. Data were collected by field method and via a researcher-made questionnaire. 515 spectators (by Cochran Formula) of Iran Football Pro-League participated in study. The questionnaire reliability and validity investigated by experts’ opinion, Confirmatory Factor Analysis and Cronbach Alpha Test and confirmed. Data analyzed by Structural Equation Modeling. Testing of conceptual model showed that, by some corrections, proposed model approved. Result showed that sponsoring in pro-league increased product awareness, improved sponsor image, enhanced social responsibility and increased intention to purchase from sponsor. Product awareness, sponsor image, and social responsibility affected intention to purchase positively and, negative behavior and ambush marketing affected intention to purchase negatively. In general, sponsoring in Iran Football Pro-League affected purpose population opinion positively and is effectiveness.