Purpose: The purpose of this study is to investigate the effect 
of sponsor-event fit on consumers' attitudes towards corporate 
sponsors and the intention to purchase sponsored products at 
different levels of sponsorship advertising; It is a team against 
the league.
Materials and Methods: The statistical population of this 
research was the spectators of the sports matches of the 
country's premier football league in 2021. The statistical 
sample was selected from the audience according to the 
research objectives. Sampling in this research was available 
randomly. A 2 x 2 factorial design was used in this study. The 
research design included 2 factors of fit between the sponsor 
and the event and the level of financial support. Companies 
were used as sponsors of the club and the Iranian Premier 
League. Respondents were asked to select their favorite 
professional football team from among all teams in the Iranian 
Premier League. Subjects were exposed to the stimulus for 30 
seconds as instructed. Then, the participants were asked to 
answer the questionnaire related to the dependent variable of 
the research. This questionnaire includes the sections of 
sponsor attitude, attitude to advertisement, purchase intention, 
matching of sponsor event, choosing one of the two logos as a 
manipulation check process (the logo of the premier football 
league of the country and the logo of the favorite club), team 
identity with respect to the favorite club. attitude towards 
advertising and demographic characteristics.
Findings: The results of the MANOVA test showed that the 
participants who were exposed to the advertisements 
supporting the league as well as advertisements with high 
relevance had a higher attitude and purchase intention.
Conclusion: Also, the results showed that there was no 
difference in the two levels of support, i.e. league and team, in 
the change of attitude and purchase intention in high fit and 
low fit. And in both levels, with a high fit, the attitude and 
purchase intention increases