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International Journal of Sports Marketing and Sponsorship
Journal Prestige (SJR): 0.269
Citation Impact (citeScore): 1
Number of Followers: 1  
 
Hybrid Journal Hybrid journal   * Containing 5 Open Access Open Access article(s) in this issue *
ISSN (Print) 1464-6668 - ISSN (Online) 2515-7841
Published by Emerald Homepage  [362 journals]
  • The effect of athlete endorsement on employees' organizational
           identification: a case study utilizing an Olympic athlete

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      Authors: Yoshifumi Bizen, Yosuke Tsuji
      Abstract: This study aims to investigate the effects of sponsorship on organizational identification among employees of companies that sponsor individual athletes from the perspective of internal marketing. An online survey was conducted in July 2021 targeting employees of Company A. Specifically, employees were invited to participate via email notifications sent through the company's intranet. To clarify the impact of company sponsorships for individual athletes on employee organizational identification, this study focused on the relationship between Company A and an athlete they support. Psychometric scales were used to measure the factors of the hypothetical model, such as sponsor fit and attitudes toward sponsorship. The analysis was conducted using IBM SPSS 28.0 and AMOS 25 Graphics, and the hypotheses were tested using structural equation modeling. We collected a total of 365 survey responses in two weeks. All the hypotheses in this study were supported, indicating that athlete identification and brand knowledge had a significant positive effect on perceived sponsor fit. In addition, attitudes toward the employer significantly have positive relationships with brand commitment and organizational identification. This study showed that perceived sponsor fit plays an important role in employee perceptions of sponsorship. Athlete endorsement is effective from an internal marketing perspective. The limitation of this study is the selection of the research subject. Conducting the same survey targeting individual athletes with different characteristics may lead to discoveries about the impact of corporate sponsorship on employee organizational identification. The practical implication of this study is that business executives should also use sponsorship for individual athletes as a means to unify and motivate their employees. In selecting athletes for sponsorship, it is necessary to select individuals who fit the company image. In this process, listening to employees' opinions may help select the most suitable athlete who matches the company's image. Many studies conducted on sports sponsorship have focused on the impact on potential customers, from external marketing. Even in studies examining the effects of sports sponsorship on employees, the sponsored subjects are typically teams or events. Therefore, the originality of this study lies in examining the impact of athlete endorsement on the company's employees from the perspective of internal marketing.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-08-01
      DOI: 10.1108/IJSMS-03-2024-0070
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Understanding motives and consumption behavior of sports NFT holders
           and non-holders: a case study of Kbollect

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      Authors: Min Jin Park, J. Lucy Lee
      Abstract: The purposes of the paper were (1) to examine the primary motives for owning sports NFTs and (2) to investigate their influence on fan consumption behavior toward sports teams for NFT-holders and non-holders and to examine whether any difference between NFT-holders and non-holders existed. A qualitative case study approach of both individual and focus group interviews was used to identify major motives for the ownership of NFTs for sports NFT-holders and non-holders of Kbollect in particular. Data were analyzed through a thematic content analysis utilizing nCoder. Five common motives – financial rewards, exclusivity, hedonic motivation, sense of belonging and effort expectancy – were identified. For both sport NFT-holders and non-holders, financial rewards were the most influential motive. Whether sports fans own sports NFTs or not, they all indicated that ownership of sports NFTs would reinforce their consumption behavior. The findings suggest to scholars and practitioners that sports NFTs primarily serve as a marketing tool, rather than constituting a viable means of investment. This observation holds true contingent upon two conditions: first, the reduction of technological barriers for non-sports NFT holders in acquiring sports NFTs; second, the provision of more palpable and attainable advantages for sport NFT-holders. Additionally, for existing NFT-holders, providing strategies to ensure a sense of belonging to the NFTs community would be beneficial. The authors attempted to provide the most influential motives for sport NFT-holders and non-holders of sports NFTs. It was anticipated that these motives to influence fan behavior towards the sports team, possibly leading to increased engagement like higher game viewership, greater event attendance and a greater likelihood of buying team merchandise.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-07-29
      DOI: 10.1108/IJSMS-03-2023-0056
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Demonstrating and communicating artificial intelligence brand
           capabilities: Amazon Web Services sponsorship with the National Football
           League

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      Authors: John A. Fortunato, Allie Kosterich
      Abstract: As artificial intelligence (AI) continues to influence sports league and team operations, the brands providing these services are sponsoring sports properties to demonstrate and communicate their performance capabilities. This article examines Amazon Web Services (AWS) sponsorship with the National Football League (NFL). This sponsorship features functional congruence, which is when a sponsor has a participatory role in performing services for the property. The AWS sponsorship with the NFL is captured by examining specially created websites, in-game sponsored elements, and television commercials aired during the broadcast of NFL games. The AWS website focuses on the services profiled in this article. AWS provides the NFL with performance-based (on-the-field) and business-based (off-the-field) services. Of particular note, AWS capabilities help the NFL create the game schedule and address the issue of player health and safety. Demonstrating functional congruence appears to be especially valuable in business-to-business marketing where purchase decisions are more focused on brand reliability. AWS television commercials feature the tagline, “if AWS can do this for the NFL, imagine what it can do for your business.” With the role of AI in sports in its relative infancy, it is imperative to document what services AI brands are performing for a professional sports league. Examining AWS sponsorship with the NFL provides a timely, practical example of how an AI brand communicates and positions itself using sponsorship as a marketing strategy.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-07-29
      DOI: 10.1108/IJSMS-03-2024-0065
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Why do consumers buy sports NFTs' – decoding consumer values and needs
           driving purchase intention

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      Authors: Joern Schlimm, Sebastiano Mereu, Christoph Breuer
      Abstract: Over the past years, non-fungible tokens (NFTs) have sparked growing interest in the sport industry. NFTs are unique digital assets verified using blockchain technology. Each NFT has a distinct identifier that sets it apart from other tokens, documenting its uniqueness and ownership. NFTs promise innovative growth opportunities by generating revenue via novel products such as digital collectibles which can be owned and traded on dedicated platforms. Despite this promising outlook, it currently seems unclear how sports NFTs should be designed and which features they should offer to align with consumer values, effectively meet their needs and ultimately drive Purchase Intention. This study will therefore attempt to answer the following research question: Which consumer values and consumer needs have a positive impact on PI of sports NFTs' Based on the results, the study seeks to offer advice on concrete characteristics sports NFTs should possess in order to foster mainstream adoption. To address the current gap in the literature and provide an answer to the research question, this paper uses structural equation modelling exploring the impact of consumer values and consumer needs or wants on purchase intention regarding sports NFTs. The results of this study indicate that social needs or wants (SNW) have the strongest impact on purchase intention, as well as on experiential and functional needs or wants. NFTs should therefore possess characteristics that foster community, interaction and connection with other team or athlete supporters while enhancing the overall consumer experience. Incorporating these elements into future NFTs can help sports organizations tap into the social SNW of consumers by providing opportunities for connection, interaction and collective experiences within supporter communities. Due to the low response rate of Baby Boomers, the results of the study cannot be applied to this cohort. Additional research, potentially using physical in-stadium surveys and targeted specifically at the BB cohort may shed light on their particular values, needs or wants and impact on sports NFT purchase intention. Moreover, Generation Z respondents may statistically be underrepresented in the sample due to the fact that only respondents aged 18 and older were included in the study. Hence, the part of Generation Z, which was born after March 2006 and had not yet come of age at the time of this research, was explicitly excluded from the survey. Results should be applied carefully to the population of sports team or athlete supporters due to the method of data collection which was based on convenience sampling and may therefore not be representative. Since the survey was exclusively administered online, people with no Internet access are not represented in this research. Sports organizations and marketers can leverage the strong impact of SNW identified in this study to position their NFT portfolio accordingly. Using athletes themselves or other influencers as product ambassadors may trigger purchase intention of consumers. Additionally, it is crucial that socializing agents, such as family, friends, colleagues and other team supporters with a strong influence on consumers own or promote NFTs. Marketers can support this adoption process by encouraging testimonials, reviews and user-generated content that showcase how NFTs have positively impacted others. Reaching a critical mass of adoption among supporters as a first step will ultimately impact consumers’ desire to satisfy ENW and FNW as well. Consumers may then recognize the benefits of using NFTs to enhance their overall consumer experience and to make their lives easier, for instance by using NFTs as season tickets or to collect loyalty points they can redeem later. This study is the first attempt to determine the relationship between consumer values, consumers’ needs or wants and their impact on purchase intention regarding sports NFTs.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-07-25
      DOI: 10.1108/IJSMS-04-2024-0097
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Ethics in quantitative sport management research: the impact of
           AI

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      Authors: Galen Trail, Ari Kim, Hyejin Bang, Jessica R. Braunstein-Minkove
      Abstract: Despite the use of plagiarism-checking software and current ethical guidelines in sport management journals, raising awareness of ethical concerns and potential risks of artificial intelligence (AI) applications is necessary. This paper discusses how AI affects ethical research and publishing and provides guidelines for sport management scholars to ensure quality and integrity of their research. A comprehensive review and critical analysis of literature was performed to evaluate research ethics, potential risks, and guiding principles for the use of AI in research. Ethical research guidelines for quantitative sport management research were proposed. The guidelines encompass seven principles for the proper use of AI and ethical conduct specific to the research methods, data analysis, and results, which would be challenging for AI to accurately replicate. This study provides an original contribution to the field of sport management because numerous questions concerning ethics and AI have not been addressed until now. The guidelines are suitable for use by sport management scholars, concerning the accuracy, validity, and quality of research while mitigating ethical risks in AI-generated content.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-07-23
      DOI: 10.1108/IJSMS-05-2024-0111
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Toward the professionalization of sponsorship management in voluntary
           sports clubs: a comprehensive analysis of components and their
           specifications

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      Authors: Luc Schulz, Romano Keller-Meier, Grazia Lang, Siegfried Nagel, Raphael Stieger, Torsten Schlesinger
      Abstract: Many voluntary sports clubs face financial difficulties and consequently turn to external funding sources. Recent developments suggest that sports clubs have been successful in significantly increasing sponsorship income by professionalizing their sponsorship activities. However, not much is known about how voluntary sports clubs professionalize their sponsorship management (e.g. sponsorship staff). This study seeks to gain a deeper understanding of the components addressed and the practices used by voluntary sports clubs to professionalize their sponsorship. An exploratory case study was conducted to gain in-depth insights into voluntary sports clubs’ organizational developments in the context of sponsorship management. Data were collected from six sports clubs through document analyses and problem-centered interviews with decision makers. The data were analyzed using a qualitative content analysis approach, which included both deductive and complementary inductive coding of the data. The results show that the components addressed in the professionalization of sponsorship management are reflected in three dimensions: “people and positions” (e.g. sponsorship staff), “structures and processes” (e.g. differentiation of responsibilities), and “strategies and activities” (e.g. sponsorship rights orientation). It was also found that clubs, which have diverse characteristics and levels of professionalization, pursue distinct approaches. In contrast to studies on professional sports organizations that focus primarily on the sponsor’s perspective, this study sheds light on sponsorship management in sports clubs in the non-profit sector. The findings can help voluntary sports clubs to transform their sponsorship management strategically and increase sponsorship income in the long term.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-07-19
      DOI: 10.1108/IJSMS-01-2024-0023
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • The spillover effect of Chinese sportswear brands' relationship quality: a
           perspective of Confucian yuanfen culture

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      Authors: Ruichen Yang, Hemin Song
      Abstract: Chinese consumers' brand preferences are shifting from foreign sportswear brands to domestic ones. This indicates an increasingly strong relationship between Chinese consumers and domestic sportswear brands. The purpose of this study is to explore the spillover effect of Chinese domestic sportswear brands’ relationship quality to uncover the psychological mechanisms driving this preference shift. The study used a brand relationship quality scale based on Chinese Confucian yuanfen culture, considering it as a second-order reflective-formative construct. The survey generated 326 valid responses online. Due to the presence of second-order reflective-formative construct in the variables, SmartPLS 4.0 was used for hypothesis testing. Interaction belief, intimate interaction and happiness as formative dimensions of Confucian yuanfen brand relationship quality are validated, while emotional expression and tolerance are not. The Confucian yuanfen brand relationship quality has a spillover effect on product origin image and domestic sportswear brand preference. Product origin image has a mediating role between Confucian yuanfen brand relationship quality and domestic sportswear brand preference. However, consumer xenocentrism does not moderate the spillover effect of Confucian yuanfen brand relationship quality on domestic sportswear brand preference. This study tests brand relationship quality from Confucian yuanfen perspective as a second-order reflective-formative construct. It contributes to understanding how Chinese consumers perceive their relationships with domestic sportswear brands. The results advance the current body of knowledge on brand relationship quality and spillover effect in sports marketing, indicating that Chinese sportswear brands can explore the possibility of co-opetition to achieve mutual benefits.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-07-18
      DOI: 10.1108/IJSMS-02-2024-0049
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Effect of baseball stadium food service quality on outcome variables with
           emphasis on the moderating role of stadium atmosphere

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      Authors: Yunduk Jeong
      Abstract: While existing research has predominantly focused on the positive relationships between service quality and outcome variables, there has been limited investigation into the influence of food service quality on these variables or the moderating role of stadium atmosphere in the realm of sports marketing. This study aims to fill these gaps by examining the structural relationships between baseball stadium food quality, timeliness, satisfaction, and behavioral intention with an emphasis on the moderating effect of stadium atmosphere. The data were collected from spectators attending baseball games. This study established the validity of the measurement scale through confirmatory factor analysis, factor loadings, average variance extracted, and construct reliability using Cronbach’s alpha. In addition, this study employed structural equation modeling with maximum likelihood estimation to examine positive relationships and mediating effects and used Jamovi statistical software to conduct moderation analysis. The findings demonstrate the significant impacts of food quality on satisfaction and behavioral intention, the positive effects of timeliness on satisfaction and behavioral intention, and the notable influence of satisfaction on behavioral intention. Additionally, this study found that satisfaction partially mediates the aforementioned relationships and that stadium atmosphere moderates these pathways. This study contributes to the literature by addressing the impact of food service quality on outcome variables within sports marketing, an area that has received limited attention. Specifically, it examines how food quality and timeliness influence consumer satisfaction and behavioral intention. Furthermore, the study highlights the moderating role of stadium atmosphere, demonstrating its potential to enhance the relationship between food quality and consumer outcomes. These findings expand our understanding of consumer behavior in sports settings, offering practical strategies for team officials to enhance fan experiences. By diversifying menu options, optimizing concession operations, and collaborating with local vendors, team officials can significantly improve food service quality and create a more engaging stadium atmosphere.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-07-16
      DOI: 10.1108/IJSMS-02-2024-0045
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Brand perception and its relationships to satisfaction with a virtual
           sporting event

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      Authors: Daniel Martínez-Cevallos, Mario Alguacil, Ferran Calabuig, Daniel Duclos-Bastías
      Abstract: The purpose of this study is to use structural equation modeling to examine the interaction between the variables of corporate image, credibility, trust and satisfaction in the context of a virtual sporting event. The aim is to determine whether these variables have significant relationships with each other and which of them has the greatest influence on the prediction of participants' satisfaction. A structured questionnaire was used, based on previously validated scales. The survey was administered using the LimeSurvey platform. The sample consisted of a total of 588 participants of the Medellín virtual marathon. The results of the study reveal significant findings regarding the relationships between the variables of corporate image, credibility, trust, and satisfaction in virtual sporting events. In particular, it is highlighted that trust emerges as the most influential factor in participants' satisfaction, which offers an insightful understanding of the importance of this variable in the user experience in virtual sporting events. This study emphasizes the importance of brand analysis in the sports environment, stressing that the actions undertaken by managers should highlight both the corporate image and the connections with users, given their fundamental role in customer satisfaction. Likewise, the study of these variables within the sports context provides new knowledge and fills existing gaps within the academy. Limitations include the sample and the lack of consideration of all brand variables. The need to cultivate a strong and well-managed image to build trust with participants is emphasized for organizers of virtual sporting events. It is crucial to work on establishing long-term credibility, especially in the relatively new context of virtual racing. Maintaining, and building the virtual career offering is essential to strengthening relationships, demonstrating a robust corporate image. In addition, since trust and credibility have a significant impact on participant satisfaction in this type of event, managers must communicate the assurance that virtual careers offer an experience free of uncertainty and risk, which is particularly attractive to a new customer base interested in this format. This article presents an original contribution by investigating the relationships between corporate image, credibility, trust, and satisfaction in the context of virtual sporting events. It employs a structural equation model to assess the significance and predictive capacity of these variables. Notably, the study identifies trust as the most influential factor in predicting participant satisfaction. These findings offer valuable insights into the relative importance of brand variables in shaping user satisfaction within the virtual sporting event domain. By shedding light on these dynamics, the research aids event managers in making informed resource allocation decisions, contributing to a nuanced understanding of brand impact in this context.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-07-11
      DOI: 10.1108/IJSMS-09-2023-0186
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • How do consumers evaluate sponsorship in the aftermath of sport celebrity
           scandals' Uncovering evidence on social media data mining

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      Authors: Anne-Marie Sassenberg, Cindy Sassenberg
      Abstract: The purpose of this study is to investigate the effects of sport scandals on consumer perceptions of the associated sponsors and sport and to provide a typology of sport celebrity scandals to guide management response tactics. The study conducted four focus groups that were followed by social media data mining. A total of 8,289 consumer comments were collected from 147 websites, and a total of 224 comments were analyzed in terms of themes and frequency. The research found the impact of sport scandals on consumer perceptions of sponsorship evaluations depended on whether the scandal was gender related scandal, recreational drug use, gender violence, unplanned and planned on-field scandals. Gender violence and planned on-field scandals can have an overwhelmingly negative impact on sponsorship evaluations, while unplanned on-field scandals may result in positive effects. Consumer empathy may influence the impact of recreational drug use, and the gender of the sport celebrity can influence the impact of unplanned on-field scandals. This study contributes to sponsorship theory by indicating the type of scandal affects consumer perceptions of associated sponsors and sport. The findings may guide management to develop response tactics to sport scandals. The response tactics may be based on consumer perceptions of the impact of the scandal on the associated sponsors and sport. Sponsor and sport management response tactics may be perceived as a differentiation of the sponsor and sport brands. It may be necessary that sponsorship agreements included pre-determined response tactics that contribute to value formation in the local community. This study contributes to sponsorship theory by indicating the type of scandal affects consumer perceptions of sponsorship evaluations. Two additional factors may impact these influences: consumer empathy and the gender of the sport celebrity.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-07-03
      DOI: 10.1108/IJSMS-09-2023-0200
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Sport spectatorship in a virtual environment: how sensory experiences
           impact consumption intentions
         This is an Open Access Article Open Access Article

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      Authors: Kyu-soo Chung, Chad Goebert, John David Johnson
      Abstract: With the advance of Web 3.0 and the range of sensory experiences offered by virtual reality (VR) to sport fans, this study examines how VR spectators’ sensory experiences affect their intentions to consume VR products and services. For this purpose, the study puts forth an expanded stimulus-organism-response (S-O-R) model. In this framework, the stimuli are the sensory imagery and stimuli, the organism factors are presence and arousal and the response is the consumption intention. This model adeptly encapsulates the comprehensive process of stimuli while spectating a sporting event in a virtual environment. For a VR stimulus, researchers developed a 3-min collegiate women’s volleyball game. Watching the game in VR were 131 collegiate students, who were then questioned about their visual and aural imagination of the game stimuli, perceived visual and aural stimuli, sense of presence, arousal and VR consumption intentions. To ensure the validity and reliability of the measurement model, confirmatory factor analysis was first conducted. Subsequently, the model was subjected to path analysis. The measurement model demonstrated both validity and reliability. The subsequent path analysis yielded the model’s satisfactory fit. In particular, the mental visualization of VR spectators significantly influenced their perception of visual stimuli, while their imaginative engagement with auditory aspects impacted their perception of aural stimuli. The observed visual stimuli positively impacted the degree of presence experienced and the level of arousal induced. Similarly, the auditory stimuli exerted comparable effects on presence and arousal. The sense of arousal exhibited a considerable influence on the sense of presence. Furthermore, arousal emerged as a substantial determinant of individuals' VR consumption intentions. The study highlights that the affective status of VR sport spectators is dominant in determining their consumption intentions. Also, the study finds the decisive role of presence in processing sensory stimuli in virtual sport spectating. It also provides managerial insight into designing and customizing VR sport experiences to be more enjoyable and impactful.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-06-25
      DOI: 10.1108/IJSMS-03-2023-0041
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Unveiling consumer loyalty dynamics: insights for golf club loyalty
           programs

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      Authors: Sangyung Lee, Young Hoon Kim
      Abstract: With the competitive nature of golf club operations, understanding the loyalty formation process is crucial for maintaining a competitive edge. This study investigated the sequential developmental stages of consumer loyalty, progressing through cognitive, affective, and conative stages. The study conducted a survey targeting consumers who have experienced golf club services in the United States. This study operationalized reliability and trust as key indicators of the cognitive stage, hedonic motivation and social engagement as indicators of the affective stage, and loyalty as the indicator of the conative stage. Using structural equation modeling (SEM), this study found that reliability has a significantly positive influence on trust. Trust has a significantly positive influence on hedonic motivation and loyalty. Furthermore, hedonic motivation has a significantly positive influence on social engagement and loyalty. By integrating these findings within the Cognitive-Affective-Conative (CAC) framework, this study contributes to both the theoretical literature on consumer loyalty and provides practical insights for golf club management.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-06-24
      DOI: 10.1108/IJSMS-03-2024-0071
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • The impact of perceived corporate social responsibility on employees’
           turnover intention in professional team sports: a conditional mediation
           model

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      Authors: Fong-Jia Wang, Weisheng Chiu, Heetae Cho
      Abstract: The study investigated the impact of perceived corporate social responsibility (CSR) on employees' turnover intention in professional team sports organizations, focusing on employee identification and co-production’s role in this context. Data were collected from 225 employees in professional team sports organizations, with analysis conducted via partial least squares structural equation modeling (PLS-SEM). The results indicated that perceived CSR negatively impacted turnover intention. Employee identification mediated the relationship between perceived CSR and turnover intention. Moreover, co-production moderated the relationship between perceived CSR and employee identification, affecting the mediating role of employee identification between perceived CSR and turnover intention. Prioritizing CSR offers benefits beyond improving an organization’s public image. It also plays a crucial role in enhancing internal organizational dynamics. Specifically, it helps to increase employee identification with the company, reduce turnover intentions, and promote co-production. These outcomes, when combined, lead to the development of a stronger, more cohesive, and resilient organization. This study provides empirical evidence of the influence of perceived CSR on employee identification and behavior within professional team sports organizations. It underscores the importance of enhancing employee identification to reduce turnover intention.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-06-20
      DOI: 10.1108/IJSMS-10-2023-0204
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Virtual active sports: identifying main barriers and facilitators for
           casual fitness fans

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      Authors: Eugene Evsikov, Velina Hristova, Ivo Vlaev, Sonya Karabeliova
      Abstract: The aim of this study is to utilise the Theoretical Domains Framework (TDF) to identify the main barriers and facilitators of positive attitude towards trying Virtual Active Sports (VAS). 200 individuals took part in an online cross-sectional survey based on 11 domains within the TDF. Linear logistic regression analysis was performed on the participant’s self-reported attitudes and believes. Based on the results from the regression analyses, a list of suggested behaviour change techniques was designed using the Behaviour Change Wheel (BCW) framework and the BCT taxonomy (BCTTv1). This research suggested that Beliefs about Consequences, Beliefs about Capabilities, Goal Conflict, Coping Planning, and Environmental Context and Resources are the main factors, influencing the positive attitude towards VAS and the self-reported desire to try it in the future. Future interventions were recommended and supported by 22 possible BCTs identified using the BCW approach. The TDF and BCW proved to be useful models for identifying both internal and external factors influencing fitness fans during the adoption of the new sportstech. The main contribution of the present work was the implementation of a structured and effective approach derived from the healthcare domain to design solutions for behaviour change in the emerging and expanding virtual sports context.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-06-20
      DOI: 10.1108/IJSMS-10-2023-0213
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Testing the relationships among involvement, sponsorship perceived fit and
           intention to purchase sponsors’ products: the case of esports
           tournament viewers

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      Authors: Olga Polyakova, Thomas Karagiorgos, Christos Anagnostopoulos, Kostas Alexandris
      Abstract: Despite fast developments in esports sponsorship, limited research exists in the area of sponsorship evaluation in the esports context. The purpose of the present study was to test the relationships among esports involvement, sponsorship perceived fit and viewers’ intention to buy the sponsor’s products, and examine the degree to which perceived fit mediates the relationship between the involvement dimensions and intention. The study draws on the theoretical model of sponsorship effects proposed by Wakefield et al. (2020) and obtained quantitative data from sampling esports viewers (n = 285). Statistical analysis was carried out in three steps. Beyond the descriptive statistics, confirmatory factor analysis (CFA) was conducted to assess the goodness of fit of the measurement model. The mediation analysis was performed at the end of the study. The results supported the impact of one of the esports involvement dimensions (i.e. self-expression) on both perceived fit and esports viewers’ intentions to buy sponsors’ products. Involvement (self-expression) was found to have both direct and indirect relationships, through perceived fit, on purchase intentions. The study provided support for the associations among esports involvement dimensions, sponsorship perceived fit and purchase intentions. The practitioners should first consider the involvement profile of esports viewers. The more involved viewers will be more likely to have positive perceptions about the fit between the esports tournament and the sponsor. It is the first study to test a sponsorship evaluation model in the context of esports users. It does so by including a more detailed measurement of involvement (with three-dimensions) in the hypothesized model.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-06-20
      DOI: 10.1108/IJSMS-12-2023-0246
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • The national rugby league and the Bundesliga: a study of brand hate

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      Authors: Simon Beermann, Kirstin Hallmann, Geoff Dickson, Michael E. Naylor
      Abstract: This study examined brand hate within the context of the (German) Bundesliga and (Australian) National Rugby League (NRL). The study pursued two research questions: (1) What types of brand hate were expressed towards the Bundesliga and the NRL' (2) To what extent did hateful comments attract more likes than non-hateful comments' Brand hate was studied in the context of competition restrictions in 2020 due to the Covid-19 pandemic. We analysed reader comments posted below online articles published in three German (119 articles and 8,975 comments) and three Australian online newspaper articles (116 articles and 4,858 reader comments). The data were analysed deductively. Non-parametric tests found that all types of brand hate were expressed. Approximately 85% of the hateful comments were mild, or more specifically, cold (n = 445 or approximately 53%), or cool (n = 250 or approximately 30%), or hot (n = 20 or approximately 2%). Hateful comments attracted more likes than non-hateful comments. This study advances our understanding of how negative brand perceptions underpin an extreme negative emotional reaction in the form of brand hate. The empirical evidence enables brand managers to better address disgusted, angry, or contemptuous consumers (or stakeholders) and consider whether the feeling is enduring, strong or weak, and linked to either aggressive or passive behaviours.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-06-19
      DOI: 10.1108/IJSMS-07-2023-0145
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Examining switching intention in professional sport: a push-pull-mooring
           perspective

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      Authors: Mikihiro Sato, Tomo Tokuyama, Shohgo Motoyama, Lance Warwick, Junko Deguchi
      Abstract: Drawing upon a push-pull-mooring model and the literature on behavioral loyalty, this research aims to examine the underlying factors and mechanisms that influence switching intention in the context of professional sport in Japan. Using a two-wave survey design (pregame and postgame surveys), we collected data from 367 fans of a professional soccer team in Japan. Our data included three push factors (quality, satisfaction, and perceived value of the current favorite team), a pull factor (alternative team attractiveness), a mooring factor (team identification), and behavioral loyalty and switching intention to the alternative team. We used structural equation modeling to test our hypotheses. A mediation analysis revealed that perceived value of an individual’s current favorite team was negatively associated with behavioral loyalty to an alternative team, whereas attractiveness of the alternative team was positively associated with behavioral loyalty, which, in turn, resulted in fans’ switching intention. Latent moderated structural equation modeling further revealed the negative moderating effect of team identification with the current team on the relationship between behavioral loyalty and switching intention. The findings provide new evidence about the role of behavioral loyalty in understanding sport consumers’ switching intention and highlight the importance of team identification that can foster a sustainable and long-term relationship between fans and their favorite sport teams.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-06-11
      DOI: 10.1108/IJSMS-12-2023-0245
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Sports celebrities and advertising on Instagram: a case study of brand
           sponsorship in Spain
         This is an Open Access Article Open Access Article

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      Authors: Maria-Teresa Gordillo-Rodriguez, Joaquín Marín-Montín, Jorge David Fernández Gómez
      Abstract: The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and corporate communication on Instagram. To this end, a content analysis was performed on the Instagram posts of the brands Santander, Movistar, Red Bull and Iberdrola during the period 2021-2022. The results indicate that, strategically speaking, these brands use the celebrity endorsement strategy to pursue emotional objectives and to adopt a position depending on the type of user. Likewise, these findings show that they single out uniqueness as the principal celebrity characteristic, while also mainly leveraging sports values, especially competence. These values represented by sports celebrities are markedly social in nature, which implies that they enjoy a degree of public recognition that is transferred to the brand to which they lend their image. The conclusions connect celebrity endorsers with strategic branding issues and aspects of sports. An empirical approach is followed here to study the representation of sports celebrities in the advertising of well-known brands linked to the sports world.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-06-10
      DOI: 10.1108/IJSMS-11-2023-0228
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Consumer segmentation in esports: clustering via consumption motivation

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      Authors: Julia Rietz, Kirstin Hallmann
      Abstract: The study aims to provide a reference for market segmentation in a relatively new market. Esports consumer profiles are developed based on consumption motives, structural factors, game genres, interests, demographics and behavioral intentions. It delivers managerial advice for a growing esports market. A quantitative approach using an online survey was implemented to identify homogenous groups. The study employed the Motivation Scale for Sports Consumption (MSSC) to investigate the consumption motives of esports consumers. A two-step market segmentation was conducted based on the motives, applying hierarchical clustering. Moreover, descriptor variables were used to create distinct esports consumer profiles. This research divides the esports market into four clusters based on MSSC, which is new and relevant in a constantly changing environment. The clusters are named Low Intention Novices, Leisure Warriors, Socializing Learners and Dedicated Enthusiasts. This adds to the limited literature on esports market segmentation and highlights the theoretical and practical implications of the findings.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-06-05
      DOI: 10.1108/IJSMS-01-2024-0020
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Diversity, equity and inclusion in the sport metaverse
         This is an Open Access Article Open Access Article

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      Authors: George B. Cunningham, Yong Jae Ko
      Abstract: The purpose of this paper is to examine the relationships among diversity, equity and inclusion (DEI), sport and the metaverse. The authors overview the metaverse, sport applications and ways multilevel theory can help explain the influence of DEI. Drawing from multilevel theory, the authors identify parallels between the sport metaverse and traditional sport as well as unique DEI opportunities in the sport metaverse. The manuscript contributes to the nascent body of research regarding sport and the metaverse, with a specific focus on social issues and the importance of considering unique DEI opportunities.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-05-28
      DOI: 10.1108/IJSMS-04-2023-0080
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Exploring the impact of athlete brand image on fans’ behavioural
           outcomes: the role of emotional attachment and perceived price value

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      Authors: Longzhao Zheng, Ying Xu
      Abstract: This study aims to explore the impact of athlete brand image on fans’ social media engagement, purchase intentions, and also examines the mediating role of emotional attachment on these relationships, as well as the moderating role of perceived price value between emotional attachment and purchase intentions. The data are based on an online survey conducted in China (N = 572). The PLS-SEM (partial least squares structural equation model) and regression-based estimation method (PROCESS) are employed to test the hypotheses. The results indicate a positive relationship between athletes’ athletic performance and fans’ social media engagement as well as purchase intentions. The impact of athletes’ attractive appearance and marketable lifestyle on fans’ purchase intentions is sequentially mediated by emotional attachment and social media engagement. Moreover, the mediation effect of athletes’ off-field image and purchase intentions is contingent upon fans’ perceived price value. Athletes and marketers could integrate and leverage both the on-field and off-field attributes to cultivate emotional connections with fans. Sports organizations and managers need to pay attention to fans’ social media engagement and provide content that increases engagement and converts into transactional behavioural intentions. The study provides empirical evidence of the mediating role of emotional attachment between athlete brand image and fans’ purchase intentions. The explanatory mechanisms involving emotional attachment and social media engagement (non-transactional behavioural intentions) are anticipated to be a noteworthy addition to the traditional fan transactional behavioural intentions framework. Moreover, the research introduces and confirms perceived price value as a crucial moderating factor influencing the relationship between emotional attachment and purchase intentions.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-05-21
      DOI: 10.1108/IJSMS-01-2024-0030
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Examining the relationship among constraints, facilitators and ski
           participation in the host city of the 2022 Winter Olympics

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      Authors: Yiqi Yang, Eric Macintosh, Xiaoyan Xing
      Abstract: The study’s purpose is to investigate the constraints and facilitators influencing skiing participation in Beijing. This research includes three segments based on the frequency of skiing participation (i.e. non-, low-frequency-, and high-frequency skiers). By doing so, the study offers an enhanced understanding of the Chinese skiing market and unveils insights assisting industry professionals to effectively address their customers' diverse needs and expectations. An online survey was developed based on prior research and consisted of four sections: (1) skiing participation; (2) constraints; (3) facilitators; (4) demographics. Items in the constraint and facilitator scale were measured using a 7-point Likert scale. A total of 409 participants completed the survey. The participants included 137 non-skiers, 134 low-frequency skiers, and 138 high-frequency skiers. Through an exploratory factor analysis, three constructs emerged: general constraints, facilitators and learning constraints. As expected, facilitators were a positive predictor of skiing participation. Importantly, the emergent construct of learning constraints was a negative predictor of skiing and yet, the construct of general constraints was insignificant. Furthermore, the three segments differ significantly in household status, income, and education level. These results support previous research noting the relevance in skiing participation of the dimensions: facilitators and learning constraints. The findings point to the need for ski resorts in Beijing to offer instructional sessions for beginners so they may become familiar with skiing fundamentals and enhance their confidence, particularly among nonskiers and low-frequency skiers.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-05-21
      DOI: 10.1108/IJSMS-10-2023-0218
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • The gendered plate: gender-specific food perceptions and sport sponsorship

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      Authors: Umer Hussain, Han Ma
      Abstract: This study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in sports. The research comprised two studies. In Study 1, n = 161 participants participated via Amazon’s Mechanical Turk platform. Study 2 involved n = 250 participants who completed a cross-sectional and self-administered survey. Study 1 indicated an apparent gender-based categorization of certain foods and beverages: beer and red meat were predominantly perceived as masculine, while yogurt, salads, and wine were seen as feminine. Further, brands like Budweiser and Red Bull were mainly seen as masculine, while Chobani and Smoothie King were perceived as feminine. Moreover, findings indicate that foods, especially those rich in protein or linked to BBQ and spicy tastes, are considered more masculine by men than women in sports settings. Further, Study 2 findings unveiled a significant relationship between patriarchal beliefs and both attitudes (ß = 0.327, p 
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-05-16
      DOI: 10.1108/IJSMS-02-2024-0034
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Navigating emerging trademarks issues for sport brands in the metaverse

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      Authors: Suji Kim, John Grady, Khalid Ballouli
      Abstract: This paper aims to provide an integrated legal and marketing perspective on the imminent trademark challenges and opportunities for sports organizations operating in the metaverse. The approach is a legal commentary that explores the ways in which the current legal framework, especially in the context of trademarks, might need to transform to offer robust protection for sports brands in the virtual marketplaces emerging within the metaverse. Our analysis reveals that the traditional legal frameworks for trademarks are often inadequate to address the unique challenges posted by the metaverse, such as the issue of virtual goods replication and the global accessibility of branded content. The findings indicate that sport organizations must adopt proactive strategies to monitor and enforce their trademark rights effectively within these expansive digital environments. Moreover, legislative bodies may need to consider reforms or new regulations specifically tailored to the complexities of trademark protection in the digital realm to prevent dilution and misuse of sport brands. In light of legal and branding issues related to metaverse-based trademarks, this paper is dedicated to examining the legal principles and foundations necessary to enhance the protection of sports brands within the virtual marketplace of the metaverse.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-05-15
      DOI: 10.1108/IJSMS-04-2023-0061
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Symmetric and asymmetric modeling to examine individuals’ intention to
           follow fitness YouTube channels: an integrated perspective of the UTAUT2
           and UGT

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      Authors: Weisheng Chiu, Doyeon Won, Jung-sup Bae
      Abstract: The current study aims to explore the determinants of user intentions towards fitness YouTube channels, employing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and Uses and Gratifications Theory (UGT) as theoretical frameworks. Symmetric and asymmetric analyses were employed for data analysis, utilizing partial least squares-structural equation modeling (PLS-SEM) for symmetric analysis and fuzzy-set qualitative comparative analysis (fsQCA) for asymmetric analysis. The study revealed significant impacts of most UTAUT2 determinants and all UGT determinants on user intentions. Additionally, the fsQCA results supported the concept of equifinality, indicating that various configurations of causal combinations can predict a high level of behavioral intention. These findings underscore the significance of comprehending user motivations and factors related to technology and social media in the context of maintaining or increasing followership and viewership for fitness content providers. The findings suggest that individuals with high expectations and facilitating conditions, as per UTAUT, and heightened hedonic and socializing motivations, in line with UGT, are more inclined to follow fitness YouTube channels. This study offers valuable insights for fitness content creators and marketers navigating the complexities of the digital age.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-05-08
      DOI: 10.1108/IJSMS-12-2023-0242
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • From love to betrayal' When your team’s sponsor decides to also
           sponsor your rival

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      Authors: Charitomeni Tsordia, Yannis Lianopoulos, Vassilis Dalakas, Nicholas D. Theodorakis
      Abstract: The aim of this research was to investigate fans’ responses toward a sponsor that has had a long-standing sponsorship deal with a club and decided also to sponsor the club’s rival. A long-term sponsorship deal between a retsina wine company and a popular football club and a newly established deal between the company and the main rival club were selected as the research setting. Data were collected from a total sample of 302 participants, fans of the two teams, using an online survey and PLS-SEM was employed to test the relationships of the proposed structural model. The results provided evidence for the importance of the inclusion of perceptions of fit for both teams to the model as it impacted the responses in the joint sponsorship. Team identification emerged significant for improving fans perceptions of fit between the sponsor and their favorite club but also led fans of the long-term sponsored club to feel betrayed from the sponsor. The sense of betrayal impacted the level of fit, the rejection of sponsorship but did not emerge significant for driving negative responses toward the sponsor’s brand. The same held for the rejection of the joint sponsorship. This is the very first study that incorporated the effects of the perceptions of fit of two rival clubs to test the effect of sponsorship for a sponsor brand of a deal that includes a longtime sponsored football club and its rival as a newly sponsored one. It is also one of the first attempts that explores relationships between perceptions of fit, sense of betrayal and rejection of a joint sport sponsorship in a rivalry context, highlighting the importance of preventing fans' betrayal.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-05-06
      DOI: 10.1108/IJSMS-10-2023-0211
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • From gamification to personalization: sports media, Web 3.0 and the
           desire for the ultimate fan experience

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      Authors: Andrew C. Billings
      Abstract: The purpose of this essay is to explore the ramifications of Web 3.0 on sports media and the desire for the ultimate fan experience. The essay explains how Web 3.0 will influence (1) the social TV experience, (2) the drive for zero latency in sports streaming, (3) the desire for exclusive sports memorabilia and experiences, (4) artificial intelligence-driven content and (5) the potential decentralization of certain elements within the sports media ecosphere. The core fan experience will still be recognizable, but AI, VR, blockchain and other elements will be infused within it. Ramifications on sports media scholarships are offered.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-04-30
      DOI: 10.1108/IJSMS-06-2023-0121
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports
           diplomacy'

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      Authors: Bülent Aras, Meltem Özel
      Abstract: The purpose of this study is to evaluate how Qatar Airways’ sponsorship of FC Barcelona affects Qatar’s sports diplomacy and brand awareness. It focuses on the sponsorship’s demand strategy and takes into account the opinions and attitudes of Spanish nationals toward Qatar and Qatar Airways. To assess this, a survey of 434 Spanish nationals from 17 different regions from four zones (North, South, Center, and East) in Spain between November 3, 2022 and November 21, 2022 was conducted using a strata sampling method. We argue that Qatar Airways’ sponsorship of FC Barcelona serves to improve Qatar’s recognition and national reputation in Spain. We also found that there is a need for consistent sponsorship and marketing efforts in sports diplomacy to better fulfill public diplomacy aims. Overall, this paper concludes that Qatar Airways’ sponsorship of FC Barcelona positively contributes to the country’s sports diplomacy despite significant challenges. The major contribution of this study to the literature is the discussion of the role of sports sponsorships in the recognition of the sponsor, which was assessed through conducting a quantitative analysis of public opinion in the sponsored team’s host country.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-04-30
      DOI: 10.1108/IJSMS-09-2023-0192
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Identifying online sports betting motivations associated with betting
           intention

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      Authors: Hyunseok Song, Kevin K. Byon, Paul M. Pedersen
      Abstract: To extend research into sport consumer behaviors related to online sports betting, this study is designed to identify and examine the relationship between online sports betting motivations and online sports betting intentions. By applying a push-pull framework from online sport consumption and gambling studies, nine motivations to engage in online sports betting were identified. These motivations were hypothesized to motivate online sports betting intentions. A quota sampling technique based on the sports bettor demographics available in the American Gaming Association (AGA, 2019) and the Pew Research Center (2022) obtained a total of 550 completed surveys that met the inclusion and exclusion criteria. For data analyses, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to examine the measurement model and the hypothesized model, respectively. The results revealed that four motivations (i.e. monetary gain, excitement, convenience and negative technology-readiness) were related to online sports betting intention, while five motivations (i.e. sport fandom, positive technology-readiness, impulsivity, socialization and promotion) were not. The results provide foundational theoretical knowledge of what motivates sports fans to participate in online sports betting. Furthermore, the findings assist practitioners in their allocation of resources by enhancing their understanding of online sports betting motivations.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-04-29
      DOI: 10.1108/IJSMS-06-2023-0131
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Esports for development' Exploring esports player profiles and their
           development and well-being outcomes

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      Authors: Wonjun Choi, Wooyoung (William) Jang, Hyunseok Song, Min Jung Kim, Wonju Lee, Kevin K. Byon
      Abstract: This study aimed to identify subgroups of esports players based on their gaming behavior patterns across game genres and compare self-efficacy, social efficacy, loneliness and three dimensions of quality of life between these subgroups. 324 participants were recruited from prolific academic to complete an online survey. We employed latent profile analysis (LPA) to identify subgroups of esports players based on their behavioral patterns across genres. Additionally, a one-way multivariate analysis of covariance (MANCOVA) was conducted to test the association between cluster memberships and development and well-being outcomes, controlling for age and gender as covariates. LPA analysis identified five clusters (two single-genre gamer groups, two multigenre gamer groups and one all-genre gamer group). Univariate analyses indicated the significant effect of the clusters on social efficacy, psychological health and social health. Pairwise comparisons highlighted the salience of the physical enactment-plus-sport simulation genre group in these outcomes. This study contributes to the understanding of the development and well-being benefits experienced by various esports consumers, as well as the role of specific gameplay in facilitating targeted outcomes among these consumer groups.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-04-15
      DOI: 10.1108/IJSMS-08-2023-0160
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Nostalgia-based marketing campaigns and sport participation
         This is an Open Access Article Open Access Article

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      Authors: Norm O'Reilly, Caroline Paras, Madelaine Gierc, Alexander Lithopoulos, Ananya Banerjee, Leah Ferguson, Eun-Young Lee, Ryan E. Rhodes, Mark S. Tremblay, Leigh Vanderloo, Guy Faulkner
      Abstract: Framed by nostalgia marketing, this research draws upon lessons from ParticipACTION, a Canadian non-profit health promotion organization, to examine one of their most well-known campaigns, Body Break with ParticipACTION, in order to assess the potential role for nostalgia-based marketing campaigns in sport participation across generational cohorts. Exploratory sequential mixed methods involving two studies were completed on behalf of ParticipACTION, with the authors developing the research instruments and the collection of the data undertaken by research agencies. Study 1 was the secondary analysis of qualitative data from five focus groups with different demographic compositions that followed a common question guide. Study 2 was a secondary data analysis of a pan-Canadian online survey with a sample (n = 1,475) representative of the overall adult population that assessed awareness of, and attitudes toward, ParticipACTION, Body Break, physical activity and sport participation. Path analysis tested a proposed model that was based on previous research on attitudes, brand and loyalty. Further, multi-group path analyses were conducted to compare younger generations with older ones. The results provide direction and understanding of the importance of nostalgia in marketing sport participation programs across generational cohorts. For instance, in the four parent-adult focus groups, unaided references as well as frequent and detailed comments regarding Body Break were observed. Similarly, Millennials reported that Body Break was memorable, Canadian and nostalgic, with a mix of positive and negative comments. The importance of nostalgia was supported sequentially via results from the national survey. For example, while 54.1% of the 40–54 age-group associated ParticipACTION positively with Body Break, so did 49.8% of the 25–39-year age group, most of whom were not born when the promotion ran. Further, brand resonance was found to explain 4% more variance in moderate-to-vigorous physical activity (MVPA), the proxy for sport participation, for younger people compared to older people. Results provide direction to brands, properties and agencies around the use of nostalgia in sport marketing campaigns and sponsorship efforts. For brands seeking to sponsor sport properties to alter their image with potential consumers in a new market, associating with a sport property that many view as nostalgic could improve the impact of the campaign. On the sport property side, event managers and marketers should both identify existing assets that members or fans are nostalgic about, as well as consider building nostalgia into current and new properties they develop. This research is valuable to the sport marketing and sponsorship literature through several contributions. First, the use of nostalgia marketing, and nostalgia in general, is novel in the sport marketing and sponsorship literature, with future research in nostalgia and sponsorship recommended. Second, the potential to adopt or adapt Body Break to other sport participation and physical activity properties is empirically supported. Finally, the finding that very effective promotions can have a long-lasting effect, both on those who experienced the campaigns as well as younger populations who only heard about it, is notable.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-04-09
      DOI: 10.1108/IJSMS-07-2023-0141
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • The role of social and environmental sustainability on sportswear’s
           purchasing among European consumers

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      Authors: Michael Fuchs, Guillaume Bodet, Gregor Hovemann
      Abstract: While consumer preferences for sporting goods have been widely researched within sport management, literature is lacking on aspects of social and environmental sustainability. Accordingly, this study aims to investigate the role of social and environmental sustainability for purchase decisions of sportswear and compares them to the role of price and functionality. Based on a conjoint analysis among 1,012 Europeans, the authors conducted a two-step cluster analysis. First, the authors investigated the number of segments via Ward’s method. Second, the authors ran a k-means analysis based on part-worth utilities from the conjoint analysis. The authors identified four segments which differ in terms of preferred product attributes, willingness to pay, and sociodemographic, behavioral, and psychographic characteristics: undecided, sustainable, price-focused and function-oriented consumers. Based on this segmentation, the authors found that the importance of social and environmental sustainability is growing, but not among all consumers. The generalizability of the study is limited since it is not built on a sample representative for the included European countries, it focuses on a single product, and participants are potentially subject to a social desirability bias. The consumer analysis comprises the uptake of attributes related to social and environmental sustainability. The authors thereby address a literature gap as previous research (thematizing sporting goods) in the sport management field has often neglected sustainability elements despite their rapidly growing importance within the sport sector.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-03-25
      DOI: 10.1108/IJSMS-06-2023-0116
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Human capital development in sport marketing: industry insights

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      Authors: Brandon Mastromartino
      Abstract: The purpose of this study was to gather insights from sport marketing professionals and identify key opportunities, challenges and knowledge that sport marketing educators and researchers could utilize in developing curriculum and research agendas. A qualitative approach was used, and data were collected through in-depth interviews with 15 sport marketing professionals. Participants were asked questions related to the knowledge, skills and experiences that they believe are important for students to have to be successful in the industry, as well as the types of research that would be most useful in their day-to-day work. Industry professionals noted collaboration, transformation in digital marketing, data and analytics and experiential marketing as key trends facing the industry today. The findings suggest that sport marketing curriculum should focus on soft skill development such as communication, relationship building and empathy alongside hard skill development such as data analysis and storytelling. As well, findings show research areas where scholars can aid practitioners with a focus on consumer insights, technology, measuring ROI and experiential marketing. With these findings, educators and scholars can better prepare students for successful careers in industry and contribute to the ongoing advancement of the scholarly field. This study serves as a starting point for further research in this area, and it is hoped that it will spark continued collaboration between academia and industry.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-03-19
      DOI: 10.1108/IJSMS-11-2023-0238
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • The role of destination personality in the relationship between
           destination image and behavioral intention among ski tourists

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      Authors: Qiang Zhang, Brian Yim, Kyungsik Kim, Zhibo Tian
      Abstract: The aim of this study was (1) to investigate the relationship between destination image (DI), destination personality (DP) and behavioral intention (BI) in the context of ski tourism and (2) especially the role of DP in the relationship between DI and BI among ski tourists. We collected data using WJX.CN (N = 400) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model and partial least squares structural equation modeling (PLS-SEM) was used to test the hypotheses. The results show that DI directly affects DP and partially affects BI, while DP directly affects ski tourists' BI. In addition, the indirect effect of DP between affective image and BI was significant, showing full mediation, and the indirect effect of DP between cognitive image and BI was significant, showing a partial mediation effect. The findings enrich the ski tourism literature, contribute to the development of ski tourism in destination cities and the strategic marketing of ski resorts and provide recommendations for ski tourism researchers and marketers.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-03-14
      DOI: 10.1108/IJSMS-08-2023-0170
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • The more we post, the better' A comparative analysis of fan engagement on
           social media profiles of football leagues
         This is an Open Access Article Open Access Article

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      Authors: Edgar Romero-Jara, Francesc Solanellas, Samuel López-Carril, Dimitrios Kolyperas, Christos Anagnostopoulos
      Abstract: In a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The rapid pace of technological advancements has elevated these digital platforms from a supplementary role to a pivotal position within strategic management frameworks. The existing literature explores how football clubs can utilize social media, but analyzing social media strategies within the context of football leagues is lacking. The absence of comparative studies benchmarking clubs across different geographical regions while simultaneously analyzing multiple social media platforms is especially noteworthy. In this study, a comprehensive analysis of social media engagement is undertaken within esteemed football leagues spanning Europe, South America and North America. Drawing on relationship marketing and employing content analysis as a methodological tool, the study examined 10,772 posts from the official accounts of eight football leagues on Facebook, Twitter and Instagram. Across the leagues, the findings reveal that content quality drives engagement more than frequency. In addition, several format combinations were identified that facilitate engagement and Instagram emerged as the top social media platform for generating fan engagement. This is one of the first empirical studies focusing on optimizing the use of social media to amplify fan engagement across various geographies and social media accounts and formats simultaneously.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-03-13
      DOI: 10.1108/IJSMS-12-2023-0252
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Measuring the patronage intentions among football fans: the role of
           corporate social responsibility, brand credibility and brand equity

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      Authors: Hossein Mansouri, Abdullah Rasaee Rad, Rodoula H. Tsiotsou, Maizaitulaidawati Md Husin
      Abstract: The study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams. An online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings revealed that corporate social responsibility (CSR) is able to influence brand equity, brand credibility and patronage intentions. Also, brand equity and brand credibility were found to be positively related to patronage intentions. In addition to that, the findings show that brand equity and team credibility partially mediate the relationship between CSR and patronage intentions. The findings provide valuable insights to sports teams/club managers aiming to attract new fans and retain current ones by investing in CSR and enhancing brand credibility and equity. Strategies to integrate CSR into relationship marketing and brand management are outlined. This study empirically highlights the critical role of adhering to CSR and the effects of brand credibility and equity in enhancing patronage intentions among football team fans.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-03-08
      DOI: 10.1108/IJSMS-08-2023-0161
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Sports ambassadors and destination image: a fuzzy set
           analysis

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      Authors: Natalia Vila-López, Inés Küster-Boluda, Cristina Aragonés-Jericó, Francisco Sarabia-Sánchez
      Abstract: This paper aims to identify different combinations of causal conditions (celebrity attributes) that explain our outcome: destination image. More specifically, three main research questions guide our work: (1) Which attributes should an outstanding sportsperson have to enhance the image of his/her country as a destination image' (2) Are these the same for different product categories' (3) Do tourists and residents differ' To this end, the fuzzy-set Qualitative Comparative Analysis (fsQCA) was used with a sample of 187 participants (105 tourists and 82 residents). Results show that some attributes of a sports celebrity are more critical than others in enhancing destination image. Those attributes of sports celebrities appearing in the intermediate and parsimonious analysis should be prioritized. This is the case of trustworthiness. Second, experience is a peripheral requirement (only appeared in the intermediate analysis). Third, attractiveness is unnecessary and an even and undesired attribute in many solutions. Fourth, when comparing tourists and residents, both groups value the role of football players, while residents also appreciate the role of marathon runners. Tennis players are the less relevant sports celebrities to build Spain’s destination image. First, a new statistical analysis in the marketing discipline, QCA, has been used. The use of qualitative approaches to investigate destination images has been scarce. Second, the study of the role of sports celebrity endorsement on brand–place attachment has yet to be investigated. Third, studies about the role of residents in the image of a tourism destination/city are scarce. Tourists and residents must be investigated because they can benefit from sports celebrities' activities.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-03-04
      DOI: 10.1108/IJSMS-11-2023-0227
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Let's run green! Impact of runners' environmental consciousness on their
           green perceived quality and supportive intention at participatory sport
           events

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      Authors: Yu Huang, Weisheng Chiu
      Abstract: Sustainability is a major global concern, and research has suggested a bidirectional relationship between participatory sport events and the natural environment. Against this background, we examined the influence of runners’ environmental consciousness on their perceptions of the quality of green initiatives and their supportive intention at a running event. We collected questionnaire responses from 496 runners at an event held in Taiwan, and we used partial least squares structural equation modeling for our measurement and structural models. Our findings revealed that environmental consciousness had a positive relationship with green perceived quality, and that green perceived quality, in turn, positively affected supportive intention. Green perceived quality also mediated the relationship between environmental consciousness and supportive intention, and running frequency moderated the relationship between environmental consciousness and supportive intention. Stakeholders should promote the environmental consciousness of event participants and implement sustainable initiatives to enhance participants’ supportive intention towards participatory sport events. This study contributes to the literature by examining the role of environmental consciousness, green perceived quality and supportive intention in the context of a running event. The findings highlight the importance of environmental sustainability in participatory sport events and provide valuable insights for event organizers and stakeholders in designing and implementing sustainable initiatives.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-02-29
      DOI: 10.1108/IJSMS-12-2023-0250
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Online purchase behavior of sports consumers: the effect of eWOM and
           celebrity endorsements

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      Authors: Halil Erdem Akoglu, Oğuz Özbek
      Abstract: The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers. To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software. As a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study. Marketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands. This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-02-20
      DOI: 10.1108/IJSMS-09-2023-0193
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Contesting fan tokens under crypto-capitalism: how sport NFT furthers the
           hypercommodification of fandom

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      Authors: Chen Chen
      Abstract: Given the rise of sport non-fungible tokens (NFTs) and sponsorships from cryptocurrency companies in the sport industry during the coronavirus disease 2019 (COVID-19) pandemic, this paper aims to critically frame the partnerships between cryptocurrency and sport by exploring the reception of fan tokens amongst supporters of three English Premier League clubs: Manchester City, Everton and Crystal Palace. Drawing upon the emerging critical scholarship on cryptocurrency and the political economy of professional football, this study uses digital ethnography in an attempt to understand the major themes emanating from the online forum discussions amongst fans in response to the issuance of fan tokens by the aforementioned three clubs, among other types of partnerships with crypto companies. The supporters’ critical deliberations revolved around the contradictions of fan tokens (as a means for supposed “fan engagement” or for financial speculation) and the utility of cryptocurrency for the public. These reactions in turn showcase a larger tension underlying the financially unstable professional football industry: the contest between the owners and the fan bases over the exchange value (for profit) and use value (for community) of the clubs. This paper is one of the first studies to adopt a critical framework to examine the emerging partnerships between sports and cryptocurrency companies during the COVID-19 pandemic. It also provides one of the first in-depth analyses of the critical receptions of sport NFTs amongst sport fans. While contributing to the literature on fan activism/protest in the context of the commercialization and commodification of sport, the paper also raises new questions on the responsible use of cryptocurrency/NFT in sport.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-02-19
      DOI: 10.1108/IJSMS-03-2023-0057
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Fan conflict or complement' Exploring the intersection of sports
           betting and team loyalty

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      Authors: Brendan Dwyer, Stephen L. Shapiro, Joris Drayer
      Abstract: The purpose of this paper was (1) to examine the underexplored intersection of sports betting and favorite team loyalty, and (2) to assess differences in gambling behavior among sport bettors by varying levels of team loyalty. A total of 1,555 National Football League (NFL) bettors and non-betting NFL fans were surveyed to assess media consumption across a mix of team loyalty attitudes and betting behaviors. Statistically significant differences were found between four types of NFL fans (casual, team loyalty-dominant, betting-dominant and hybrid) as it relates to media consumption in various forms. Most notably, the results suggested symbiosis between the activities. The symbiosis finding, though preliminary, suggests the activity provides an additional platform for consumers to connect with spectator sport. Furthermore, the act of betting, like participation in fantasy sports, appears to spur consumption of the NFL product generally. The study, however, was limited to NFL fans, did not specify the method for sports betting, nor the intensity of gambling. Teams should not worry that betting detracts from fan engagement with the team product. Also, leagues and media providers should continue to highlight betting content as participants consume at higher rates than non-participating sports fans. Team fandom may potentially moderate problem behavior among bettors. The betting results indicate being a loyal team fan lowers one’s gambling spend per month and largest bet compared to non-loyal bettors. However, the hybrid fan showed significantly higher media consumption levels. Sports fans have more opportunities to interact and engage with their favorite games than ever before. However, consumers have limited amounts of time and money, and this study is one of the first to examine differences in fan interests and behaviors related to sport betting and team loyalty and the resulting viewership and consumption behavior.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-02-13
      DOI: 10.1108/IJSMS-07-2023-0138
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
  • Elite versus grassroots sports events sponsorship in China:
           an exploration of sponsors’ motives and objectives

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      Authors: Qian Wang, Stéphan Fuchs, Guillaume Bodet
      Abstract: This study explores the motives and objectives of sports sponsorship in China, taking into account the sports, social and cultural contexts. It also adopts a comparative approach to examine the sponsorship of elite and grassroots sports events in China. This study adopts a qualitative approach, employing semi-structured interviews with representatives of nine companies sponsoring elite and/or grassroots sports events in Western China. The data were analyzed through reflexive thematic analysis. In China, sponsors are frequently driven to sponsor elite sport events by a sense of obligation and responsibility to the country, whereas their motives to sponsor grassroots sport events is primarily influenced by sincerity and goodwill. Chinese companies consider brand awareness, exposure and the relationship with the government and authorities as key factors for sponsorship, and use sponsorship to achieve market-related objectives. Companies’ sponsorship motives and objectives have received significant attention in the literature, but mainly in Western countries. In the context of China, this study identifies how sponsors utilize social networks to shape their motives and objectives. It also reveals certain patterns common with the current literature, as well as specificities such as how the roles of the government and authorities are linked to the contingent economic and social context of the country. Furthermore, the differences between elite and grassroots sports events sponsorship are explained.
      Citation: International Journal of Sports Marketing and Sponsorship
      PubDate: 2024-02-06
      DOI: 10.1108/IJSMS-04-2023-0065
      Issue No: Vol. ahead-of-print, No. ahead-of-print (2024)
       
 
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School of Mathematical and Computer Sciences
Heriot-Watt University
Edinburgh, EH14 4AS, UK
Email: journaltocs@hw.ac.uk
Tel: +00 44 (0)131 4513762
 


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