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This research introduces the notion of sponsor acceptance and examines its role in an emerging sport, the Australian Big Bash League T20 cricket. Sports sponsors want to achieve consumer-based brand equity (CBBE) outcomes. However, the achievement of CBBE outcomes depends on sponsor acceptance. Using quantitative survey data from BBL television viewers, we developed and tested a model of sponsor acceptance. We compared fan in-group and out-group perceptions, finding that both groups viewed the sponsorship positively. There were no significant differences between the groups in terms of our model of sponsor acceptance. Commercial outcomes of the financial services sponsor validated findings.

Fan Sponsor Acceptance: So, You Want to Join Our Sports in-Group?