The future of football

: the impact of the Icon League’s influencer partnership strategy on brand awareness, customer engagement and retention within the small-sided football space

Abstract

This study examines the impact of influencer partnerships on brand awareness, customer engagement, and retention in the niche sports market of small-sided football, focusing on the Icon League. A mixed-methods approach, combining qualitative interviews and a quantitative survey of 133 respondents, evaluates the effectiveness of influencer strategies through Aaker’s Brand Equity Model, Social Capital Theory, and the Fogg Behavior Model. The findings reveal that influencer collaborations significantly enhance brand recognition, with 74% of respondents citing influencers and social media as their primary discovery channels. Trust, authenticity, and emotional connections were critical for engagement, while gamified participation and interactive content deepened audience involvement and strengthened community bonds. Regression analysis identified trust in influencers and sustained engagement as key predictors of retention, though over-commercialization and influencer fatigue posed risks to long-term loyalty. The study also highlights demographic gaps, suggesting tailored approaches for older audiences. Recommendations include diversifying influencer collaborations, introducing gamified strategies, expanding gameday events across Germany, and launching personalized loyalty programs. Community outreach through schools and local clubs is emphasized to enhance visibility and grassroots support. This research offers a robust framework for optimizing influencer marketing strategies in niche sports, balancing inclusivity, authenticity, and community engagement to drive sustainable growth.

Date of Award	30 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Sílvia Isabel Cristina Taveira de Almeida (Supervisor)