Fandom in the Indian Premier League: Factors that drive team associations

Avtar Singh and Rahul Sharma
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Avtar Singh: Mittal School of Business, India
Rahul Sharma: Mittal School of Business, India

Journal of Cultural Marketing Strategy, 2023, vol. 7, issue 2, 196-205

Abstract: With the Indian Premier League now one of the most popular sporting competitions in India, marketers looking to reach cricket fans must recognise and understand the many factors that influence their affinity towards their favoured team. This case study of Indian Premier League fans investigates the various factors that motivate fans to associate with a specific team. The findings of this research will help sports team managers to engage better with targeted fans/audiences and will also assist marketers in strategising initiatives to strengthen their company’s brand equity, particularly in India.

Keywords: Indian Premier League; professional sports; cricket; fandom (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2023
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