Symbols, sponsors and supporters: exploring the role of symbolic leadership and sponsorship congruence in fan behavior

Abstract

Purpose – This study examines how symbolic leadership and sponsorship congruence jointly influence fan behavior in a high-identity associative sport context. Specifically, it analyzes how presidential authenticity and perceived sponsor-club fit shape pride of belonging, team identification, attitudes toward the sponsor, and purchase intention in FC Barcelona. Design/methodology/approach – Data were collected from 902 FC Barcelona members who voted in the 2021 presidential election. Using partial least squares structural equation modeling (PLS-SEM), the study tests a mediated symbolic model grounded in Social Identity Theory, the Meaning Transfer Model, and the Congruence Hypothesis. Multigroup analyses were conducted to explore heterogeneity by voting behavior and gender. Findings – Presidential authenticity positively influences meaning transfer and brand pride, while sponsor-club congruence enhances both pride and attitudes toward the sponsor. Brand pride strengthens team identification and sponsor attitudes, which in turn significantly predict purchase intention toward the sponsor. Pride operates primarily as an indirect mechanism rather than a direct behavioral driver. Multigroup results indicate that some symbolic effects vary according to voting behavior. Research limitations/implications – The study contributes to social identity theory, the congruence hypothesis and symbolic transfer theory by integrating emotional and symbolic variables into a unified framework for sports sponsorship management. Practical implications – Practically, the results offer actionable insights for sports clubs and sponsoring brands on managing symbolic capital, establishing legitimacy, and achieving cultural alignment in strategic decisions. Originality/value – The study integrates leadership symbolism and sponsorship congruence into a unified symbolic model, demonstrating how internal and external symbolic cues jointly shape fan responses in associative sport organizations.