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- Once upon a time: using brand stories to sell signature sneakers
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Authors: Antonio Williams, Yoon Heo
Abstract: Storytelling has long been a popular strategy in marketing. Despite its ubiquity, the influence of storytelling in the sport marketing literature has not been investigated, especially on consumers' perspective. Thus, the purpose of this study is to (a) examine the effect of storytelling on sport consumers, and (b) explore the moderation effect of product involvement on the relationship between storytelling and purchase intention of a signature sneaker. Two experiments using 3 (storytelling: bullet-point type vs. athlete-based story vs. product-based story) × 2 (product involvement: low vs. high) between-subjects experimental design were conducted. The main finding illustrates that both the athlete-based story and the product-based story had a stronger influence on a consumer's purchase intention than the information that was given in a bullet-point condition. This study provides a theoretical implication of storytelling strategy for sport marketing literature. From a managerial perspective, the authors heavily recommend the use of storytelling in sport product advertisements. Previous literature has highlighted the effect of storytelling in sports organization such as professional sports team or utilization in social media. However, limited studies could be found in the sports product industry and consumer behavior sector. Thus, the current study has a significant value of understanding the storytelling strategy in the perspective of sports consumers as well as brand marketers.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-09-18
DOI: 10.1108/IJSMS-03-2022-0082
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Customer engagement on social media: an examination of NFL teams’
Instagram posts-
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Authors: Wenche Wang
Abstract: Social media enables sport organizations to connect with customers in a dynamic, ubiquitous, and timely manner. Although these organizations routinely use social media, the best practices to improve customer engagement remain elusive. This paper aims to examine National Football League (NFL) teams’ Instagram posts to understand how sport teams can utilize social media to drive customer engagement. Guided by uses and gratification theory, the author employs a machine learning algorithm to assess the content of NFL teams’ posts from the 2013–2014 season to the 2017–2018 season. The author performs regression analyses to investigate how post topic, together with confounding factors, boost customer engagement. Results highlight the importance of informational content in eliciting engagement and reveal distinctions in topics deemed “social content” in the literature. The author further identifies variations in how post topics engage sport fans and general customers. Results provide implications for sport organizations to craft social media content for customer engagement.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-09-08
DOI: 10.1108/IJSMS-03-2023-0051
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- The impacts of social needs and game playing type on esports consumers'
positive eWOM sharing: applying the FIRO theory-
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Authors: Deokkyung Ock, Yongjin Hwang
Abstract: The current study aims to examine esports consumers' social needs (inclusion, affection and control) as antecedents of positive eWOM intention. Additionally, the moderating effects of game playing type (individual-based competition vs. team-based competition) were tested to determine whether the inherent socializing opportunities provided by each game playing type have different effects on the relationship between social needs and eWOM communication of esports consumers. A cross-sectional survey design was applied to 387 responses collected from an online survey platform. After checking several assumptions, a series of regression analyses were performed to test the suggested hypotheses. The results revealed that the needs for inclusion, affection and control were positively associated with eWOM intention. Furthermore, the relationships between inclusion and eWOM intention and affection and eWOM intention were moderated by game playing type. The current study extended the fundamental interpersonal relations orientation theory from conventional interpersonal relationships to interpersonal communication in online platforms. This research also suggested that eWOM communication in esports could be supplemental social opportunities, especially for individual-based competition games.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-09-01
DOI: 10.1108/IJSMS-02-2023-0022
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Stakeholders' “voice” through social media: the case of corporate
social responsibility in sport-
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Authors: Yoseph Z. Mamo, Christos Anagnostopoulos
Abstract: Previous corporate social responsibility (CSR) research has mainly revolved around the “usual target” (that is, fans and consumers) that invest money, time and energy in supporting their teams in isolation while largely ignoring individual members of the public. Building on social exchange theory and social media analytics, the authors examine the social outcomes of CSR aggregated from individual members of society's perceived benefits (intangible and psychological). Raw data were drawn from the CSR-focused Twitter accounts of six professional leagues (i.e. @nbacares, @nflplay60, @InspireChange, @thewnbpa, @Pr_nhl, @Mlsworks and @Mlbsocial). The authors collected historical data from each CSR-focused Twitter account (N = 136,076) from March 2010 to September 2022. After conducting sentiment analysis of public perceptions, the majority of tweets (53%) were neutral, 39% were positive and 8% were negative. All CSR-related accounts received more positive tweets about their initiatives than negative ones did. The most prevalent positive topics are supporting the community, education, youth wellness and health and inspiring the young generation. The most prevalent negative topics were related to fake, hypocrite, hate and social justice. The study contributes to the CSR-sport literature by incorporating members of the general public into the stakeholder ecosystem and empirically examining their perceptions of sport organizations' CSR activities. Also, by drawing on the social exchange theory and the unique nature of social media, the authors highlight when and how the public expresses positive, neutral and negative perceptions over time. Finally, it joins a small but growing body of research that adopts the application of big data to sport management, and it measures the sentiment, frequency, distribution and topics of tweets, thereby determining positive and negative public perceptions.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-08-31
DOI: 10.1108/IJSMS-05-2023-0084
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Co-branding drivers between professional sport organizations and on-field
sports apparel sponsors-
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Authors: Hossein Abdolmaleki, Sardar Mohammadi, Mehdi Babaei, Behzad Soheili, Geoff Dickson, Dan Funk
Abstract: This study aims to investigate drivers of co-branding, and the relative strength of these drivers within the Persian Gulf Pro League (PGPL). The study examines sport sponsorship, and specifically the relationship between professional football teams and on-field apparel sponsors. Sixteen experts participated in semi-structured interviews and ranked the co-branding drivers. The expert opinions were organized into estimates and triangular fuzzy numbers were established before the Mamdani Fuzzy Inference System converted the fuzzy outputs into crisp output values using the Centroid method. Next, the rankings of the drivers by the same 16 participants were analyzed using the analytical hierarchy process (AHP). The study identified four main factors with 19 indicators: brand management (i.e. enhancing brand value, utilizing the knowledge and experience of partner brands, brand position, brand identity, brand equity and brand image), partner relationships (i.e. satisfaction, mutual trust, commitment, common interest, product reliability and innovative strategies), marketing factors (i.e. marketing mix, market position, competitive advantage and entry into new domestic markets) and supporting factors (i.e. copyright, contracts and social media law). The AHP identified the most influential factors as marketing, partner relationships, brand management and support. Based on the study’s findings, the authors recommend that PGPL teams adopt a partnership mindset, seek alignment of values and recognize the plurality of stakeholders to a sponsorship and their relationships to each other. The study highlights the challenges of co-branding activities in a developing country where trademark laws are not well developed.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-08-28
DOI: 10.1108/IJSMS-03-2023-0048
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Taking fan engagement to a new level – assessing sports consumer
interest in virtual environments and Web3 activations-
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Authors: Joern Schlimm, Christoph Breuer
Abstract: This paper explores sports consumer interest in virtual environments (VE) and Web3 activations, specifically how the level of psychological involvement, consumers' generational cohorts and previous experience with VE and Web3 activations influence consumer interest in VE and Web3 products and services related to their favorite sports team. A survey instrument was developed and distributed online resulting in a sample size of n = 526. The survey was designed to measure consumers' psychological involvement with their favorite sports team based on the Psychological Continuum Model, and to determine respondents' interest in potential VE and Web3 activations. Finally, the survey collected demographical information and data regarding respondents' previous experience with VE and Web3 applications. Multiple regression analysis was subsequently conducted to predict the impact of (1) psychological involvement, (2) consumers' generational cohorts and (3) previous experience with VE and Web3 activations on the dependent variable consumer interest in VE and Web3 activations. The regression model showed a significant impact of the independent variables on consumer interest in VE and Web3 activations with consumer involvement exerting the highest influence. Consumers' previous experience with VE and Web3 applications also seems to trigger interest, in line with the consumption capital theory. This study also suggests that younger generational cohorts are not intrinsically more attracted to VE and Web3 activations but their interest seems to depend on the type of activation. This study is intended as a first assessment of independent variables that may have an impact on sports consumer interest in VE and Web3 activations. Further research is needed to assess the impact these variables combined with other indicators may have on consumer interest, for instance by employing a Structural Equation Modelling (SEM) approach. This research included selected VE and Web3 applications comprising online games, NFTs and cryptocurrencies, to calculate a VE and Web3 Literacy Score for the purpose of this paper. However, the “umbrella term Web3” (Wang et al., 2022) could indicate a number of additional applications not considered in this research. Future studies could examine sports consumer experience with additional Web3 activations when assessing VE and Web3 Literacy. The results of this research imply the need for a diversification of the VE and Web3 portfolio offered by sports teams to cater to different consumer segments. Upcoming challenges for sports teams include motivating younger consumers to take an interest in Web3 activations beyond gaming. Additionally, sports teams should encourage loyal supporters in the advanced stages of the PCM who possess limited VE and Web3 experience, to engage in VE and Web3 activations through simplified offers complementing their overall fan experience. VE and Web3 activations currently offered by sports teams are still in their early stages and data underpinning their success is scarce. This is the first study examining variables that may influence consumer interest in a sports context.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-08-25
DOI: 10.1108/IJSMS-03-2023-0052
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- The outcomes of social capital among event runners: quality of life
considerations-
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Authors: Ran Zhou, Kyriaki (Kiki) Kaplanidou
Abstract: Mass participation sport events, such as running events, have the potential to foster social capital among event participants. The purpose of this study is to investigate the interrelationships among sport event participation, social capital and various (behavioral, psychological, informational and negative) outcomes. Following Putnam's social capital approach, a research model was developed and tested using confirmatory factor analysis and structural equation modeling, based on survey data from 301 runners with varied running histories and event experiences. Results showed a limited impact of sport event participation on participants' social capital, indicating that the temporary interactions within the event timeframe were insufficient to generate sustainable social capital among event participants. Nevertheless, significant relationships were found between social capital and behavioral, psychological and informational outcomes of social capital, suggesting that social capital can be converted to a range of benefits for participants and the event community. Event marketers and sponsors should take strategic actions to enhance participants' social experience and cultivate social capital, which may help them gain support from the event community irrespective of past experiences with participation. This study extends Putnam's social capital framework into mass participation sport event context. As an initial effort to quantitatively test the linkage among event participation, social capital and various outcomes, this study offers empirical insights into the role of sport event participation in generating long-term social benefits for event participants.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-08-23
DOI: 10.1108/IJSMS-03-2023-0045
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Sports fashion and sustainability: a perfect match'
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Authors: Cristopher Siegfried Kopplin
Abstract: Sports fashion is marketed showing happiness, physical performance and self-care. Thus, sports fashion brands should see a good fit with sustainability: future orientation, self-care, care for others and going out for a physical experience, oftentimes in nature. On the other hand, sports fashion is regularly made of non-sustainable materials and produced under difficult work conditions. This paper aims to discuss the aforementioned issues. The paper at hand seeks to investigate sports brands' approach to sustainability by examining their product portfolio and their annual report data, analyzing their status quo and sustainability strategy. A content analysis is conducted employing the brands' annual reports and their online shops as data sources to assess their status quo in terms of sustainability as well as future plans. Results show that on the ecological side, brands unanimously focus on carbon reduction, organic cotton, recycled polyester, circularity-ready business model innovation and water and toxic waste management. The social aspect may be divided into the focal brand and the supply chain, including similar measures: equality and diversity, the promotion of ethnic and cultural minorities and increased safety and health for workers. The paper derives development opportunities and pitfalls for sports fashion brands.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-08-21
DOI: 10.1108/IJSMS-04-2023-0078
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Esports fan identity toward sponsor–sponsee relationship:
an understanding of the role-based identity
 Open Access Article-
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Authors: André Calapez, Tiago Ribeiro, Victor Almeida, Vera Pedragosa
Abstract: Despite to useful relevance to better understand how group-level identity develops, few studies have explored the identity theory in the esports field and, in particular, considering the impact of a fan's role identity. The current study aims to explore esports fan role-identity vis-à-vis the relationship with the sponsor and the sponsee so as to understand the effects on their behavioral intentions. Using a sample of 356 esports fans who attended the 2021 FPF eFootball Open Challenge, a Confirmatory Factor Analysis (CFA) analyzed the psychometric properties of the constructs and a subsequent Structural Equation Modeling (SEM) examined the effects of fan identity on two types of behavioral intentions and sponsor–sponsee relationship. Results indicate that fans who highly identify with esports have the highest attachment to the event and tend toward having a positive word-of-mouth intention. Esports fans who have a higher brand identification reported a positive attitude toward the event's sponsor brand and tend to purchase its products. Moreover, the study findings also provide evidence of the bidirectional interaction between the way in which fans attach with the esports event and its sponsor brand, leading to greater reciprocity in their identity formation. This study helps to understand how the fan identity process can enhance its fate and develop mutually, building role overlapping identity in the esports sponsor–sponsee relationship. Complementarily, it supports of how the marketeers and managers must analyze the importance of being a fan to the individual in order to understand how its self-identity can shape the future behavior.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-08-17
DOI: 10.1108/IJSMS-02-2023-0030
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Examining valuation of corporate naming rights partnerships in collegiate
sports and their impact on consumer behavior-
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Authors: Brett Centracchio, Nels Popp, Jonathan A. Jensen
Abstract: Most college athletics department have not sold corporate naming rights to their athletics facilities. Popp et al. (2016) suggests two primary reasons: (1) difficulty in determining proper valuation and (2) fear of stakeholder backlash. The purpose of the current study is to address both concerns by utilizing a hedonic pricing model predicting collegiate naming rights values and utilizing fixed-effects models to determine if consumer behavior (event attendance and donations) is impacted by a corporate name change. Data from 110 naming rights agreements among NCAA Division I programs were examined, alongside market-related variables, institution-related variables and venue-related variables. Utilizing hierarchical model building to reduce independent variables and OLS regression modeling, significant relationships with annual value of naming rights agreements were uncovered. Fixed effects models were utilized to determine if naming rights impacted attendance and donations. A final model explained more than 53% of the variance in average annual value of naming rights agreements, with three significant factors: (1) attendance, (2) all-time winning percentage and (3) venue construction cost. Fixed-effects models revealed no significant differences in attendance or donations after a naming rights deal was signed. Corporate naming rights agreements for college athletics facilities are a recent phenomenon. While a similar study examining drivers of collegiate sport naming rights was previously conducted, the current study revealed a shifting marketplace. In addition, no prior study has examined the impact of a corporate naming rights agreement on future attendance and donations.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-07-31
DOI: 10.1108/IJSMS-02-2023-0015
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- The “why” behind generation Y amateur gamers' ongoing eSports
gameplay intentions
Open Access Article-
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Authors: Woulan Hattingh, Liandi Van den Berg, Ayesha Bevan-Dye
Abstract: Technological advancements in games increased the popularity of online gaming. The rapid expansion of the eSports market may largely be attributed to the ever-increasing popularity amongst Generation Y amateur gamers. The primary objective of this study is to determine the factors influencing Generation Y amateur gamers' ongoing eSports gameplay intentions. This study used the extended unified theory of acceptance as the theoretical framework. Data analysis included exploratory principal component analysis, confirmatory factor analysis and path analysis. The results of the confirmatory factor analysis suggest that Generation Y amateur gamers' ongoing eSports gameplay intentions is an eight-factor model that is reliable, valid and has acceptable model fit. The results of the path analysis indicate that habit, price-value, flow, effort expectancy and facilitating conditions have a statistically significant positive influence on amateur gamers' ongoing eSports gameplay intentions, whilst social influence and hedonic motivation have a negative but non-significant influence on those intentions. The sample was formed using only amateur eSports gamers. In this regard, the opportunity exists to research professional eSports gamers. This study only focussed on Generation Y members between 18 and 36 years old. As a result, there is an opportunity for researchers to research the different generations of South African eSports gamers to determine whether there are any differences or similarities between generational segments. The results of this study clearly indicate that flow, together with habit are salient contributors to ongoing gameplay intentions amongst amateur eSports gamers in South Africa. A reasonable assumption that can be made here is that flow is also instrumental in encouraging habitual gaming, which increases the importance of flow in overall ongoing gameplay intentions. This suggests that R&D expenditure should be directed at enhancing user engagement by building increased levels of flow into eSports games. eSports game developers can also achieve a desired state of flow by creating daily challenges that reward players when the players achieve specific objectives, which will encourage gamers to enter a state of flow when provided with challenges to complete. However, these in-game challenges should have a variety of levels regarding difficulty, ranging from beginner, intermediate and advanced levels so as not to exceed the effort expectancy of different groups of players. Game developers should provide regularly updated challenges to gamers to ensure that eSports games remain enjoyable and does not become predictable. Given the nascence of research on eSports behaviour, the results of this study provide a novel addition to the knowledge pool, particularly in terms of amateur eSports behavioural intentions. Interestingly, hedonic motivation and social influence were non-significant negative predictors of Generation Y amateur gamers' ongoing eSports gameplay intentions. The recommendations provide various marketing strategies and opportunities for eSports business expansion.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-07-25
DOI: 10.1108/IJSMS-04-2023-0064
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Sport consumers: perceiving and enjoying danger in American
football-
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Authors: T. Bettina Cornwell, Ravi Pappu, Eric Setten
Abstract: The purpose of this paper is to better understand how consumers perceive and process danger in American football and why they continue to enjoy watching the sport given society’s increased understanding of the danger to the athletes. Two studies, one lab study with eye-tracking (N = 152) and one survey study (N = 444), were conducted. Study 1 examines how the perception of danger associated with football mediates the relationship between exposure to violent or nonviolent video clips and enjoyment of watching video clips. Study 2 examines how device type and screen resolution influence perceptions of danger associated with football. Findings support the role that perceived danger plays in sport viewing enjoyment. The results are in keeping with reversal theory where individuals have a protective frame that allows them to experience negative emotions (e.g. anxiety) as positive (e.g. excitement). The research also shows that for larger devices, the perception of danger associated with football is significantly influenced by high resolution. The work, through considering the way consumers experience sport, questions societal tolerance for entertainment that is dangerous to sport participants. The findings of this work corroborate past research that has found that consumers of sport do enjoy danger for athletes in their viewing experience. Reversal theory is utilized to explain how negative emotions are experienced as positive. The work extends past findings by showing that the characteristics of the device used (large size and high resolution) during sport viewing influence perceptions of danger.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-07-13
DOI: 10.1108/IJSMS-11-2022-0195
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Drivers of the perceived social impact of the Super Bowl: mediation and
moderation analyses-
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Authors: Ji Wu, Madeleine Orr, Yuhei Inoue, Yonghwan Chang
Abstract: Building on the social leverage model (SLM), this study aims to examine the influence of event-related attributes on residents' perceived social impact of a major sport event, as mediated by event involvement. It also investigates the moderating effect of event rights holders' credibility on the relationship between event involvement and perceived social impact. Using a two-wave, time-lagged survey, data were collected from 220 residents of a Super Bowl host city. Hypotheses were tested using structural equation modeling (SEM). High celebratory atmosphere, social camaraderie and social responsibility as perceived before the event were associated with residents' perceptions of the social impact of the Super Bowl. Moreover, the association between social camaraderie and perceived social impact was mediated by event involvement. When appraising the rights holder as credible, involved residents reported an increased level of perceived social impact. This study contributes to research on the SLM by demonstrating its application among indirect participants of major sport events. Additionally, it suggests the imperative role of rights holders' credibility in promoting the perceived social impact among involved residents.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-07-04
DOI: 10.1108/IJSMS-12-2022-0208
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- A “toxic culture”: the experiences of underrepresented ticket
sales employees across professional sport-
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Authors: Liz Sattler, Megan Shreffler, Nels Popp, David Pierce
Abstract: The purpose of this exploratory study was to examine the workplace experiences of current and former underrepresented ticket sales employees. The study utilized survey methodology to answer the research questions. Purposive sampling was used to identify potential respondents: individuals who were either currently employed as sport ticket sales employees or had been previously. The researchers examined online media guides from North American major league sports teams and identified ticket sales representatives who were compiled into a database and then cross-referenced through social media platform LinkedIn. Individuals were located via LinkedIn profiles and sent an anonymous, electronic survey which included a combination of Likert scale and open-ended questions regarding respondent experiences working in ticket sales departments. Survey responses from 511 ticket salespeople revealed negative experiences related to management and career advancement opportunities, as well as significant differences in negative experiences for underrepresented populations regarding mentorship and culture. Sport sales managers desire to expand employee diversity (Wells et al., 2019) and improve overall retention rates, but if a clear understanding of organizational vision toward diversification is not established within sports teams, managers are less likely to embrace diversity initiatives. Thus, it is imperative to understand the lived experiences of underrepresented ticket salespeople in order to improve workplace culture and effectiveness.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-07-03
DOI: 10.1108/IJSMS-01-2022-0004
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- When celebrity endorsements collide with social activism: exploring
athlete celebrity endorsements, social issues and brand perception-
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Authors: Stephanie Schartel Dunn, Gwen S. Nisbett
Abstract: Celebrity endorsements are common, especially sports celebrities. Understanding the impact such celebrities' social activism statements have on the brands the celebrities are affiliated with is particularly important. This study aims to examine how consumers respond to social statements made by both companies and sports celebrities and how those reactions influence consumer perceptions of associated brands. A pre-test/post-test experimental design was utilized to gather responses to pro-social messages from both athletes associated with a brand and messages directly from the brands. Messages from celebrities were evaluated as being more important than similar messages directly from the company. Parasocial relationships between the consumer and the celebrity endorser were found to increase brand support and favorable message evaluation. While parasocial relationships did not directly influence feelings of reactance, the effects on message evaluation did lead to a decrease in reactance to pro-social messages. Findings in this paper provide guidance for brands as the brands navigate pro-social messaging and determine the brands' response to endorsers making such statements. Similarly, those advocating for social causes can benefit from the authors' findings by understanding how social messages directly from celebrities are received more favorably than messages directly from the brands.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-06-20
DOI: 10.1108/IJSMS-01-2023-0010
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Quality and satisfaction in female fitness centers and the moderating
roles of age and income: empirical evidence from Saudi Arabia-
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Authors: Safinaz AbouRokbah, Mohammad Asif Salam
Abstract: Fitness centers have become quotidian fundamentals. Consequently, center managers face escalating competitiveness to sustain their businesses. Saudi Arabia's Vision 2030 emphasizes quality of life and the gravitation toward healthy lifestyles. The service quality of fitness centers is an essential factor influencing customer satisfaction. Owing to the dearth of research on this topic, especially on female-only fitness centers, this study aims to investigate the factors affecting the service quality of female fitness centers in Saudi Arabia regarding satisfaction. Additionally, this study examines the moderating roles of age and income on the relationship between service quality and satisfaction. The Service Quality Assessment Scale (SQAS) was adopted with five of the original dimensions (staff, workout facilities, physical facilities, exercise program and locker room) and two newly added dimensions (parking and social environment). This study also investigates the moderating roles of age and income on the relationship between service quality and customer satisfaction. All SQAS dimensions positively affected the quality of fitness centers. Furthermore, the service quality of fitness centers increased women's satisfaction, and age and income moderated the relationship between service quality and customer satisfaction. Fitness centers are highly competitive, and this study offers insights for managers of such facilities to improve customer satisfaction.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-06-19
DOI: 10.1108/IJSMS-10-2022-0186
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- The effects of pre-scandal associations of athlete endorsers and scandal
types on consumer blame and eWOM-
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Authors: Shintaro Sato, Yong Jae Ko, Daehwan Kim, Joon Sung Lee
Abstract: The purpose of this research is to examine how pre-scandal associations and scandal types interactively influence consumer judgment and negative electronic word-of-mouth (eWOM). Drawing from cognitive dissonance theory and associative memory network model, the online experiments (Amazon Mechanical Turk; Nexperiment 1 = 146 and Nexperiment 2 = 189) were conducted to examine the effects of positive pre-scandal associations (performance vs pro-social) and scandal types (performance-related vs -unrelated) on consumer blame and eWOM toward scandalized athletes. Data were analyzed by employing t-test (experiment 1), Multivariate Analysis of Covariance (MANCOVA) and PROCESS Model 8 (experiment 2) to test the hypotheses. The findings highlight that positive pre-scandal association demonstrated both protecting and backfiring effects depending on the types of scandals. Specifically, when performance-related scandals emerged, consumers made more negative blame judgment of athletes with salient performance association, relative to pro-social association. Inversely, when performance-unrelated scandals occurred, athletes with salient pro-social association were more likely to be blamed. Regarding eWOM, consumers generate more negative eWOM when athletes with pre-performance associations are involved with performance-related scandals. This pattern of the result was not observed when athletes' pro-social association and performance-unrelated scandals were prominent. The current work adds consumers' negative eWOM toward scandalized athletes to the literature as a predictor of how athletes' pre-scandal association with consumers and scandal types are related. The findings indicate that consumers feel greater dissonance and generate more negative eWOM when athletes' pre-scandal associations and scandal types are closely related.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-06-14
DOI: 10.1108/IJSMS-07-2022-0139
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- The knowledge structure of corporate social responsibility in sport
management: a retrospective bibliometric analysis-
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Authors: Weisheng Chiu, Heetae Cho, Doyeon Won
Abstract: Corporate social responsibility (CSR) has become increasingly significant in the sport industry, and athletes, leagues, teams and sport organizations are actively engaging in socially responsible activities. The popularity of CSR has attracted the attention of scholars in the field of sport management. However, little research has investigated the overview and evolution of the extant literature on CSR research in sport management. Therefore, this study aims to explore the knowledge structure of CSR in sport management and provide implications for future research. This work investigated and examined bibliographic data of scientific documents (N = 234) indexed in the Web of Science (WoS) database from 2008 to 2021. The Bibliometrix R package and VOSviewer software were used to analyze and visualize the knowledge map of CSR research in sport management. The bibliometric analysis found that CSR has become a critical topic in the field of sport management. Most studies focus on the implementation of CSR activities by sport organizations and their impact on consumers' reactions and behaviors. The findings of the current paper provide an efficient overview of the evolution of CSR in sport management and offer avenues for future scientific endeavors.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-06-07
DOI: 10.1108/IJSMS-09-2022-0178
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- The roles of employee–employee collaboration and employee–customer
collaboration in fitness service innovation: a comparison of frontline
and non-frontline employees-
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Authors: Fong-Jia Wang, Weisheng Chiu, Kuo-Feng Tseng, Heetae Cho
Abstract: In this study the authors examined the impact of employees' collaborative behaviours with colleagues and customers (i.e. employee–employee collaboration and employee–customer collaboration) on their creative self-efficacy and service innovation from the perspective of service-dominant logic. The authors also examined the differences between frontline and non-frontline fitness service employees in our research model. This study aims to discuss the aforementioned objectives. Participants were fitness-centre employees in Taiwan recruited via convenience sampling. A total of 410 participants completed our online survey, and the authors analysed the data using partial least squares structural equation modelling (PLS-SEM). The authors found that collaboration with both colleagues and customers had a positive impact on employees' creative self-efficacy. Collaboration with colleagues directly affected service innovation, while collaboration with customers indirectly affected service innovation via creative self-efficacy. In addition, there was a significant difference between frontline and non-frontline employees in our research model. Specifically, the path from collaboration with customers to creative self-efficacy was stronger for frontline employees, and the path from creative self-efficacy to service innovation was stronger for non-frontline employees. This study improves the understanding of the way in which different collaborative behaviours promote employees' creative self-efficacy and service innovation. Further, it is the first to identify the difference between frontline and non-frontline employees and it shows how the effects of collaborative behaviours differ between them in the context of fitness services.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-06-06
DOI: 10.1108/IJSMS-12-2022-0206
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Paradoxical relationship between esports toxicity and toxicity tolerance:
moderated mediation by gender and positive reappraisal coping-
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Authors: Kun Chang, Jun-Phil Uhm, Sanghoon Kim, Hyun-Woo Lee
Abstract: Despite the negative effects of toxicity on various aspects of esports communities, gamers continue to enthusiastically show their pride and engage with the game. Based on the stress and coping theory, the current study aims to shed light on how esports gamers cope with toxicity to develop toxicity tolerance by the mediation effect of positive reappraisal coping strategy. A total of 456 gamers were included in the analysis. Structural equation modeling was performed to evaluate the hypothesized model. Gender differences in the toxicity-coping process were investigated using multi-group analysis. The findings revealed the full mediation effect of positive reappraisal on the relationship between toxicity and toxicity tolerance, especially for male gamers. The empirical evidence of this study contributes to theorizing the transformative role of positive reappraisal in developing positive consumption outcomes when esports gamers experience toxicity in the game. The multi-group analysis provided further insights into differentiating the applicability and effectiveness of positive reappraisal based on gender. The findings contributed to sport management and communication literature by allowing researchers and practitioners to move beyond a preventive coping mindset by facilitating a positive coping environment that encourages gamers to interpret the conversation and messages in a more positive manner.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-05-17
DOI: 10.1108/IJSMS-11-2022-0197
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Hype or opportunity' Tokenization as engagement platform in sport
marketing-
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Authors: Pascal Stegmann, Daniel Matyas, Tim Ströbel
Abstract: Novel technologies such as tokenization have the potential to disrupt value co-creation in sport marketing. Tokenization in particular has generated a hype in sport marketing by facilitating engagement behavior. However, it remains unclear to what extent tokenization can serve as an engagement platform to enable new and innovative interactions between sport organizations and its network of actors. The study investigated a tokenized governance platform of a professional sport club as engagement platform by means of a case study applying a multi-method approach combining document analyses and semi-structured interviews with sport management, sport club fans and blockchain experts. Governance tokens indeed foster fan engagement by including fans in decision-making processes. The engagement platform is meant to enable two-way communication between fans and professional sport clubs. However, benefits could be overrated, and fans describe concerns about increasing commercialization due to the application of governance tokens. Thus, opportunities must be balanced out to foster engagement of sport club fans. The findings contribute to extending the phenomenon of tokenization as a financing model and engagement platform in sport marketing. The results show how tokenized governance platforms can be applied in sport marketing and how they contribute to value co-creation in the digital world of sport clubs.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-04-27
DOI: 10.1108/IJSMS-08-2022-0157
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Service quality, satisfaction and behavioural intentions in sport child
camps: participants and parents' perspectives
Open Access Article-
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Authors: Marisa Sousa, Celina Gonçalves, Rui Biscaia, Maria José Carvalho
Abstract: This study aims to assess service quality in sport child camps among both participants and parents and its effects on satisfaction and behavioural intentions. Data were collected from participants (n = 258) and parents (n = 226) of a sport child camp. A confirmatory factor analysis analysed the psychometric properties of the constructs, and a subsequent structural equation model examined the effects of service quality on satisfaction and behavioural intentions. The results indicate a multi-dimensional construct of service quality that influences satisfaction and behavioural intentions differently among parents and participants. For participants, Service Failures and Recovery, Safety and Food influenced satisfaction, while Service Failures and Recovery and Fun influenced Behavioural Intentions. For parents, Management Commitment to Service Quality, Staff, Food and Contact with Physical Environmental influenced satisfaction, while Management Commitment to Service Quality and Staff influenced Behavioural intentions. Both parents and participants' perceptions of service quality in sport child camps were captured and its effects on satisfaction and behavioural intentions. The study provides sport child camp managers with critical information about service delivery and its outcomes among the two key consumers (participants and parents). This study offers new ideas to advance knowledge on sport child camps by capturing the perceptions of two key stakeholders and providing useful insights into how different attributes of service quality influence the levels of satisfaction and behavioural intentions among parents and participants.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-04-21
DOI: 10.1108/IJSMS-10-2022-0183
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Esports and Olympic Games: a cross-cultural exploration of the player
support behaviour towards the Olympics-
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Authors: Tiago Ribeiro, Victor Almeida, André Calapez, Hirotaka Matsuoka, Rei Yamashita
Abstract: Despite the advances in theory and practice about player behaviour in esports gaming literature, there is a lack of understanding as to whether esports are compatible with the values of Olympism and if they should be considered for future Games editions. The current study advances this line of research by examining esports player experiences, their effects on perceiving Olympic values, and the support towards the Olympics in order to verify if differences occur according to the cross-cultural environment. Using a sample of 671 esports amateur gamers from three countries (Portugal, Brazil and Japan), structural equation models and a multigroup analysis were performed to analyse the differences in the hypothesized paths existing between the groups. Results reveal that player in-game emotional experiences positively influence Olympic values perception across countries. The excellence and friendship values showed a positive effect on support intentions to the Games towards Portuguese and Brazilian players, while the respect value was the strongest predictor towards behavioural intentions in Japan. Cultural backgrounds and game genre in each country can explain player attitude towards the Olympic values shared on the online environment. This study is able to provide a better understanding of how the Olympic values serve as a gratification in different cross-cultural environments according to the theory of uses and gratifications (U&G) and the theory of cultural dimensions. Complementarily, these findings can be used as valuable information for esports publishers and developers attempting to spread the Olympic values in the esports industry.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-04-20
DOI: 10.1108/IJSMS-12-2022-0215
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- New platform and new excitement' Exploring young educated
sport customers' perceptions of watching live sports on OTT services-
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Authors: Maowei Xu, Bo Li, Olan K.M. Scott, Jerred Junqi Wang
Abstract: This study aims to investigate how sports customers adopted over-the-top (OTT) services to consume sport content. Inspired by the technology acceptance model (TAM), the study aims to understand users' behavior when consuming sporting events and users' perceptions toward OTT services. The participants of the study are Chinese sports consumers that use streaming services to watch live sport content. An online survey was distributed through HUPU Sports, a Chinese online communication community where sports fans can share opinions. To make sure all responses qualified to take part in the study, skip logic questions were added at the beginning of the questionnaire to ask participants to answer whether they used streaming services for watching sports. A total of 352 responses were received and there were 327 useable questionnaires. The results revealed that viewing convenience, free of commercials and viewing quality were the main reasons impacting them to adopt OTT services. In terms of users' perceptions, paid users rated higher in perceived enjoyment, perceived value, perceived usefulness (PU) and ease of use than nonpaid users. OTT users' fandom and PU could predict the time the users spent on using these services, while the users' fandom and perceived value are positively related to the money users spent on these services. In addition, this study also found that users' fandom, perceived value, content quality, and ease of use are positively associated with users' intention to continue to use the service. The study is one of the first attempts to explore how sports audiences adopted OTT services to consume sport content and explore the audiences' perceptions toward OTT usage. Previous studies have already investigated how users adopted music streaming services (Fernandes and Guerra, 2019) and other online streaming services (Shin and Park, 2021), but little attention has been given to sports streaming services specifically. Therefore, the findings of the study fill the gap in the extant knowledge of sport consumers' behavior and provide more insights to their online behaviors. Moreover, the authors also contribute to the growing digital media literature by advancing our understanding perceptional differences between paid users and unpaid users. The streaming services literature has primarily focused on general users (Fernandes and Guerra, 2019), but the services neglect to understand the differences in between paid and unpaid users.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-04-11
DOI: 10.1108/IJSMS-07-2022-0140
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Salute to service or salute to skepticism' An empirical analysis of
military members’ perceptions of the NFL’s military campaign-
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Authors: Keevan M. Statz, Austin C. Bogina, Jennifer L. Schmult, Brian S. Gordon
Abstract: Sport organizations’ use of corporate social responsibility (CSR) has become commonplace. Similarly, academic inquiry into the CSR phenomenon has become almost as ubiquitous. However, this paper argues that a group has been forgotten about in the literature surrounding sport and CSR: the campaign beneficiary, especially in sport-based CSR research. After all, CSR campaigns are intended to support a certain group. Using a social identity theory and social identity complexity qualitative framework, this paper analyzes the perceptions of the National Football League's (NFL) Salute to Service military campaign among service members, veterans and families. After collecting data via a series of 16 interviews, while service members stated that the service members appreciated the campaign and appreciated what the NFL seeks to do through the campaign, this specific Salute to Service did not have a significant cognitive and behavioral impact for these military consumers. This work builds on prior CSR beneficiary literature, providing an opportunity to further expand ways in which sport organizations can make sports organizations' CSR campaigns more impactful.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-03-15
DOI: 10.1108/IJSMS-05-2022-0102
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Which sway' Athlete activism, teammate allyship and fan patriotism
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Authors: Brent Smith, Stephanie A. Tryce, Carol Ferrara
Abstract: To measure the relationships between varieties of patriotism and fan reactions to anthem-linked athlete activism and to test the effects of teammate allyship. In this study of US sport fans (n = 519), the authors examine whether two varieties of patriotism—the affective “symbolic patriotism” and the cognitive “uncritical patriotism”—might explain fans' reactions (support v. opposition) to anthem-linked athlete activism. The authors also consider whether fans' acceptance of nonactivist teammate allyship moderates patriotism influences on those reactions. Using partial least squares structural equation modelling (PLS-SEM), the authors posit and show that fans' reactions to athlete activism are driven more strongly by uncritical patriotism than by symbolic patriotism. The authors also show that fans' acceptance of nonactivist teammate allyship significantly moderate the strength and direction of fans' reactions to athlete activism. The authors contribute substantive, new knowledge into the sways of athlete activism, teammate allyship and fan patriotism within the sport world. By way of novel heterotrait-monotrait ratio of correlations, the authors show evidence of discriminant validities of symbolic patriotism and uncritical patriotism. Using PLS-SEM moderation tests, the authors also show that fans' acceptance of teammate allyship moderates the influences of these patriotism types differently. Few empirical studies to date have investigated sport fans' reactions to athletes' displays of social activism (e.g. taking a knee to protest racism).
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-03-14
DOI: 10.1108/IJSMS-02-2022-0049
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Sport team identification: a social identity perspective comparing local
and distant fans
Open Access Article-
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Authors: Petri Lintumäki, Oliver Koll
Abstract: Supporting distant teams is a frequent phenomenon. Through the lens of the social identity theory, this research aims to examine differences between local and distant fans regarding drivers of team identification. A multigroup structural equation model was employed. The data were collected through an online survey with 1,285 sports fans. Team distinctiveness constitutes an important aspect fueling identification for all fans, whereas congruence between own and team personality is important for local and displaced fans only. Team prestige does not impact identification for either group. To build up a base of highly identified supporters, clubs should emphasize those aspects of team brands that fans consider distinctive. When targeting local fans, clubs should also focus on communicating the brand's unique personality aspects. This is the first study that assesses the potential differences behind fans' social identification with local and distant teams.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-03-07
DOI: 10.1108/IJSMS-08-2022-0158
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Member identity in fitness centres and its consequences: an examination
of members and managers' perspectives-
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Authors: Vera Pedragosa, Rui Biscaia, Michael E. Naylor, David P. Hedlund, Geoff Dickson
Abstract: The purpose of this study was to examine the effect of member identity and its dimensions of power, urgency, external legitimacy, internal legitimacy and interest, on satisfaction and behavioural intentions in fitness centres. Two studies were designed. In Study 1, data were collected from fitness centre members (n = 225) and structural equation modelling used to examine the dimensions of fitness centre member identity and its subsequent effect on satisfaction and behavioural intentions. In Study 2, interviews exploring member identity were conducted with members (n = 9) and managers (n = 7) and a content analysis contrasted their perceptions of power, urgency, internal legitimacy, external legitimacy and interest. The results of Study 1 support the multidimensional construct of member identity and its positive influence on both satisfaction and behavioural intentions. Satisfaction mediated the relationship between member identity and behavioural intentions. In Study 2, managers and members expressed similar perceptions of the member identity dimensions: low power; urgency is issue-dependent; external legitimacy is recognized; members are perceived as legitimate; and most members exhibit high interest in their membership. This study provides a deeper understanding of how member identity contributes to long-term relationships between members and fitness centres. It extends the body of consumer behaviour literature in the context of fitness centres.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-02-17
DOI: 10.1108/IJSMS-08-2022-0159
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- How advertising claims affect sports consumers' purchase intention of
badminton rackets' The role of regulatory fit-
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Authors: Ying-Lien Ni, Che-Chun Kuo, Wen Hsin Chang, Chia-Huei Wu, Lung Hung Chen
Abstract: Regulatory focus theory suggests that regulatory fit influences individuals' decisions. However, little is known regarding the effect of regulatory fit on sports consumers' purchase intention. Accordingly, the authors extend the concept of regulatory fit to the sports context to understand how advertising claims affect amateur badminton players' purchase intention of badminton rackets. A total of 200 amateur badminton players participated in this study. These participants were randomly assigned to the promotion-prime advertising claim or prevention-prime advertising claim condition.
Authors ’ findings demonstrate that the experience fit between personal regulatory focus in the sports context and advertising claims induces higher purchase intention. This finding corresponds with expectations based on regulatory focus theory. The present study extends and strengthens knowledge of personal regulatory focus in the sports context and thus shows marketers how to communicate with target customers to precisely sell sports products using the regulatory fit strategy.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-02-01
DOI: 10.1108/IJSMS-02-2022-0052
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Promote the “wow”: (mis)representation, perception and reception of
media promotion on wheelchair rugby-
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Authors: Tiao Hu, Michael Cottingham, Deborah Shapiro, Don Lee
Abstract: This phenomenological study aims to explore how media promote and should promote wheelchair rugby. Semi-structured interviews were conducted with 31 athletes at National Wheelchair Rugby Championship. In using a reflective thematical analysis approach, three themes were identified – media coverage: the promise of an unknown quantity; the battle of inspiration and athleticism; and leverage marketing and promote the “wow”. Lacking fair representation from media resulting in the perception and reception gap between the general public and spectators was identified and explained by most of the athletes. Besides urging increased coverage with a shifting focus on athleticism, the important role of marketing was highlighted. In short, the “wow” factor of the sport is its aggressiveness which can be its bestselling feature and used by stakeholders for maximum impact when marketing wheelchair rugby.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-01-31
DOI: 10.1108/IJSMS-03-2022-0060
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- The moderating effect of fan engagement on the relationship between fan
knowledge and fan co-creation in social media-
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Authors: Mohsen Behnam, Geoff Dickson, Vahid Delshab, Anna Gerke, Parvaneh Savari Nikou
Abstract: Social media has enhanced the ability of fans to interact with each other. Whilst previous research investigates fan co-creation, few studies focus on the interactive effects within the co-creation process. The authors develop a model for synthesizing the interactive concepts related to fan co-creation in social media, which leads to team identification. Participants (N = 483) were recruited from fans of clubs in the Persian Gulf Pro League of Iran. Structural equation modelling was applied to test the research model. The results showed that fan knowledge facilitates fan co-creation, which in turn leads to team identification. Additionally, fan engagement had a moderating effect on the mediating role of fan co-creation in the association between fan knowledge and team identification. The findings suggest that fan knowledge is an important antecedent of fan co-creation and highlight the significance of fan co-creation in promoting team identification in highly engaged fans at football clubs. The current study contributes to the field of fan co-creation and provides significant implications for sport fan marketers.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-01-30
DOI: 10.1108/IJSMS-09-2022-0175
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Can sports-based corporate social responsibility performance reflect
firms' market values and risks' Intertemporal evidence from Taiwan iSports
corporate award-winning firms-
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Authors: Huei-Fu Lu
Abstract: With the growing popularity of sports in Taiwan, the Sports Administration under the Ministry of Education introduced the Taiwan iSports Corporate Award campaign. This emphasised sports for employees and assisted in developing and supporting corporate social responsibility (CSR) activities in the sports industry through collaboration with firms, thereby enhancing their corporate image, facilitating the recruitment of high-quality employees and highlighting healthy human resources and brand value. Can sports-based CSR performance reflect firms' market values and reduce their market risks' This study regards Taiwan iSports Corporate Award announcements as important sports-based CSR disclosures and incorporates financial econometrics to examine the relationship between the announcement of sports-based CSR performance and firms' market values and risks. An event study is conducted to clarify the reactions of the Taiwan iSports Corporate Award announcement event on the abnormal returns of award-winning firms during the 2016–2021 period, and a regression discontinuity design (RDD) model is employed to verify the robustness of the empirical results using the event study method. Taiwan iSports Corporate Award announcements are not significantly reflected in the positive abnormal returns of award-winning firms. No causal relationship is found between the two. However, there are signs of relatively less systematic risks when investing in award-winning firms than in the market. This study provides empirical evidence and managerial implications for Taiwan iSports Corporate Award-winning firms. It effectively enables business operators, sponsors or investors to understand the reactions of announcing sports-based CSR performance on the financial market and provides references for corporate organizations' CSR and sustainable development.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-01-27
DOI: 10.1108/IJSMS-10-2022-0191
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Sponsorship and social justice: brand positioning on diversity
and inclusion in sport marketing during the 2020 UEFA European football
championship-
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Authors: Remco Beek, Jo Van Hoecke, Inge Derom
Abstract: Contextual changes in communications, social activism and perceptions of commercialization have changed the dynamics in sponsorship. This paper investigated the patterns in sponsorship and social justice within the context of a major sports event. The European Football Championship serves as an impactful platform for sponsors due to its global reach. The sponsorship activations of the twelve official sponsors were investigated by analysing sponsorship expressions on the LED boarding during every match of the tournament. Furthermore, additional data on sponsorship characteristics and brand positioning was collected for every sponsor to define relevant factors to understand the differences in sponsorship communications. During UEFA EURO 2020, five official sponsors changed their sponsorship activations. Adjustments were made in sponsorship expressions to position the brand on diversity and inclusion. The analyses of over 90,000 press photos and 51 official match videos clarified the dynamics of brand positioning, sponsorship characteristics in perspective of globalization patterns and different sponsorship approaches in different geographical, social and political contexts. Decision makers in the global sports industry are challenged in their brand management and sponsorship approaches for the social good. This study supports to understand the sponsorship approaches and factors affecting these different strategies. Despite the growing attention to social justice issues in sports, there is a need to understand inclusive marketing strategies in sponsorship relationships. Using data triangulation, the findings enabled to clarify differences in sponsor approaches to social justice and illustrate the complex dynamics of brand positioning on diversity and inclusion in the sponsorship ecosystem.
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-01-23
DOI: 10.1108/IJSMS-03-2022-0069
Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
- Guest editorial: Diversity, equity and inclusivity in sport marketing
research-
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Authors: Antonio Williams, Natasha Brison, Ann Pegoraro
Abstract: Guest editorial: Diversity, equity and inclusivity in sport marketing research
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-07-31
DOI: 10.1108/IJSMS-08-2023-244
Issue No: Vol. 24, No. 3 (2023)
- Case study: What’s the best (kept) secret about FIFA’s 2022 World
Cup™' The case of Qatar’s program-
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Authors: Deniz Ekren, Christos Anagnostopoulos
Abstract: Case study: What’s the best (kept) secret about FIFA’s 2022 World Cup™' The case of Qatar’s program
Citation: International Journal of Sports Marketing and Sponsorship
PubDate: 2023-07-31
DOI: 10.1108/IJSMS-08-2023-245
Issue No: Vol. 24, No. 3 (2023)
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Hybrid journal * Containing 4 
