A perfect match? Using co-branding theory to determine the brand fit between sports teams and athlete brands
(2025) In LBMG Strategic Brand Management - Masters Papers Series BUSN21 20252Department of Business Administration
- Abstract
- Purpose: In recent years, professional sports have become increasingly globalized and commercialized. This is reflected in the increased strategic application of branding across teams, athletes and other stakeholders in the sports industry to differentiate themselves, secure sponsorships, and enhance fan engagement. As athletes increasingly recognize the value of their personal brands, understanding how sports team and athlete brands can be effectively aligned and managed has become critical.
This study investigates the fit between sports teams and athlete brands using co-branding theory, focusing specifically on Formula 1 as this sport is characterized by a complex brand network and strong athlete brands. The objective is to develop a... (More) - Purpose: In recent years, professional sports have become increasingly globalized and commercialized. This is reflected in the increased strategic application of branding across teams, athletes and other stakeholders in the sports industry to differentiate themselves, secure sponsorships, and enhance fan engagement. As athletes increasingly recognize the value of their personal brands, understanding how sports team and athlete brands can be effectively aligned and managed has become critical.
This study investigates the fit between sports teams and athlete brands using co-branding theory, focusing specifically on Formula 1 as this sport is characterized by a complex brand network and strong athlete brands. The objective is to develop a framework to determine how consumers evaluate the fit between a team and its driver.
Design/methodology/approach: The study employs an in-depth literature review to collect and assess existing knowledge on sports co-branding and related phenomena. To address gaps identified in the literature, exploratory qualitative research was conducted using semi structured interviews with five Formula 1 fans.
Findings: The findings indicate that fans perceive drivers and teams as distinct yet interrelated brands, validating the relevance and application of co-branding theory in this context. Key dimensions shaping the perceived fit include value alignment and a fit with regards to personality, heritage, performance, competitive spirit, authentic intention and look-and-feel. The study validated the proposed overall moderators of “brand familiarity” and “team identification”. Additionally, two moderators for the brand image fit were identified, consisting of the driver’s history with other teams and perceived driver happiness. Pre-existing attitudes towards brands remain inconclusive and warrant further research.
Originality/value: This research represents one of the first academic attempts to apply co-branding theory to the relationship between athlete brands and team brands within professional sports, using Formula 1 as an illustrative context. By conceptualizing the team-driver relationship as a co-branded entity, the research extends existing co-branding and sport branding literature beyond traditional corporate partnerships. The proposed framework introduces new dimensions and moderating factors that have not been previously examined in this context.
From a managerial perspective, the findings emphasize the importance for sport teams and marketers to actively integrate co-branding considerations into their brand management strategies. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9215483
- author
- Leitgeb, Elisa LU ; Magnusson, Lisa LU and Meyer, Lina Cloé LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN21 20252
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Co-Branding, Brand Fit, Brand Image, Corporate Brand, Personal Brand, Athlete Brand, Formula 1
- publication/series
- LBMG Strategic Brand Management - Masters Papers Series
- language
- English
- id
- 9215483
- date added to LUP
- 2025-11-19 13:00:02
- date last changed
- 2025-11-19 13:00:02
@misc{9215483,
abstract = {{Purpose: In recent years, professional sports have become increasingly globalized and commercialized. This is reflected in the increased strategic application of branding across teams, athletes and other stakeholders in the sports industry to differentiate themselves, secure sponsorships, and enhance fan engagement. As athletes increasingly recognize the value of their personal brands, understanding how sports team and athlete brands can be effectively aligned and managed has become critical.
This study investigates the fit between sports teams and athlete brands using co-branding theory, focusing specifically on Formula 1 as this sport is characterized by a complex brand network and strong athlete brands. The objective is to develop a framework to determine how consumers evaluate the fit between a team and its driver.
Design/methodology/approach: The study employs an in-depth literature review to collect and assess existing knowledge on sports co-branding and related phenomena. To address gaps identified in the literature, exploratory qualitative research was conducted using semi structured interviews with five Formula 1 fans.
Findings: The findings indicate that fans perceive drivers and teams as distinct yet interrelated brands, validating the relevance and application of co-branding theory in this context. Key dimensions shaping the perceived fit include value alignment and a fit with regards to personality, heritage, performance, competitive spirit, authentic intention and look-and-feel. The study validated the proposed overall moderators of “brand familiarity” and “team identification”. Additionally, two moderators for the brand image fit were identified, consisting of the driver’s history with other teams and perceived driver happiness. Pre-existing attitudes towards brands remain inconclusive and warrant further research.
Originality/value: This research represents one of the first academic attempts to apply co-branding theory to the relationship between athlete brands and team brands within professional sports, using Formula 1 as an illustrative context. By conceptualizing the team-driver relationship as a co-branded entity, the research extends existing co-branding and sport branding literature beyond traditional corporate partnerships. The proposed framework introduces new dimensions and moderating factors that have not been previously examined in this context.
From a managerial perspective, the findings emphasize the importance for sport teams and marketers to actively integrate co-branding considerations into their brand management strategies.}},
author = {{Leitgeb, Elisa and Magnusson, Lisa and Meyer, Lina Cloé}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Papers Series}},
title = {{A perfect match? Using co-branding theory to determine the brand fit between sports teams and athlete brands}},
year = {{2025}},
}