To what extent does spectators' identification with athletes and teams during the Paris 2024 Olympic Games influence sponsor-related consumption behaviours?
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- This study aims to analyse the influence of spectators’ identification with athletes and national teams on sponsorship-related purchasing behaviour during the 2024 Paris Olympic Games. Using a quantitative methodology, an online questionnaire was administered to 245 respondents. The results show that spectator identification is positively correlated with attitudes toward sponsors but does not directly predict purchase intention. Attitude toward the sponsor emerges as the primary predictor of purchase intention. These results highlight the importance of developing sponsorship strategies that establish authentic emotional connections and foster positive brand perceptions.