Vol 22 | Issue 1 | 76-97 | March 2026
Dr Ryan L. Mathaba
Department of Marketing, Supply Chain and Sport Management,
Tshwane University of Technology, South Africa
ryanm@uj.ac.za
Prof Therese Roux *
Department of Marketing, Supply Chain and Sport Management,
Tshwane University of Technology, South Africa
RouxAT@tut.ac.za
Dr Elizma Wannenburg
Department of Marketing, Supply Chain and Sport Management,
Tshwane University of Technology, South Africa
WannenburgEM@tut.ac.za
Dr Pamela Serra
Department of Marketing, Supply Chain and Sport Management,
Tshwane University of Technology, South Africa
SerraP@tut.ac.za
*Corresponding author
Abstract
The aim was to study spectators as a source of brand equity in developing country collegiate sport systems. Responses from 662 football, rugby and netball players were analysed using SmartPLS 4.0 and partial least squares Structural Equation Modelling to evaluate thirteen hypotheses from the theory. Results indicated that star players make a significant contribution to team success, reputation, tradition, and the overall atmosphere of the event. Team success positively affected the game atmosphere, but did not predict reputation or tradition. Reputation and tradition strongly predicted brand awareness, association, perceived quality, and loyalty. Atmosphere predicted brand awareness, association, and perceived quality, but showed no positive correlation with loyalty. This research offers insight into collegiate sports systems in semi-professional sporting environments, which face issues related to brand resources, professionalism, and fan engagement. Additionally, the study presents practical strategies for collegiate sports administrators seeking to enhance their fan base while building brand equity and ultimately establishing long-term, sustainable institutions in emerging markets.
Keywords: event atmosphere; star players; team success; team reputation; sports management; fan engagement; collegiate sports
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