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Congruence Across Sport Celebrities and Sport Events
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Author(s): Priya Shukla (Chhatrapati Shahu Ji Maharaj University, India), Archana Singh (D.Y. Patil University, India), Ravi Kumar Jain (Sparsh Global Business School, India), Prashant S. Gundawar (Sasmira Group, India)and Shubha Johri (Independent Researcher, India)
Copyright: 2025
Pages: 28
Source title:
Internationalization of Sport Events Through Branding Opportunities
Source Author(s)/Editor(s): Jaskirat Singh Rai (Chitkara Business School, Chitkara University, India), Maher N. Itani (College of Business Administration, Ajman University, UAE)and Amandeep Singh (Chitkara Business School, Chitkara University, India)
DOI: 10.4018/979-8-3693-4038-7.ch011
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Abstract
In the vibrant and dynamic landscape of Indian sports, the connection between sport celebrities and major sporting events is a topic of significant interest and strategic importance. This study investigates the concept of congruence—the alignment between sport celebrities and sporting events—by analyzing data collected from 363 respondents across India. The research explores how perceived fit, endorsement effectiveness, and audience engagement influence the success of sporting events and associated brands. The findings underscore the importance of strategic alignment in sports marketing, providing valuable implications for event organizers, marketers, and brands. Future directions for research include broadening the scope to emerging athletes, diverse sports, and digital engagement, as well as exploring the long-term impact of congruence. This study illuminates the powerful impact of congruence in driving audience engagement and event success, offering a comprehensive understanding of its role in the evolving narrative of sports marketing in India.
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