Understanding fans’ responses to the sponsor of a rival team

Research question: What factors determine fans’ responses to the sponsor of a rival team? To what extent does higher in-group fan identification, more positive prior attitudes to the sponsor and a more congruent fit between the sponsor and club, cause denigration or mitigate negative outcomes for the sponsor?Research methods: 300 questionnaires were collected from fans of English Premier League football teams Newcastle United and Sunderland...