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  Subjects -> SPORTS AND GAMES (Total: 199 journals)
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Quality in Sport
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  This is an Open Access Journal Open Access journal
ISSN (Online) 2450-3118
Published by Nicolaus Copernicus University in ToruĊ„ Homepage  [6 journals]

    • Authors: Jarosław Kończak
      Pages: 14 - 27
      Abstract: Sport is an attractive business platform for communication not only with customers, but also with all stakeholders. It can be observed not only in advertising communication of the producers operating on the broadly understood sports market, sponsors or companies using ambush marketing. It is also used in brand marketing by companies which, despite their lack of connotation with sport, willingly benefit from a number of sports attributes, values and connotations. The study aims to present the image of a man in marketing communication based on sports motives. The selected aspects subjected to analysis will help to define the role of a man in advertising sports communication and verify the declarations of the companies that pursue their goals using this level of communication. The author analysed selected advertising campaigns (audio-video format) containing sports accents. Communications of 1,270 advertisements representing 254 brands were analysed. The analysis covered six different areas: image and product advertising, share of sports disciplines, sports accessories, the man's attitude, an area of the sports involvement, and the valued presented. The analysis showed that the man presented in a sports advertisement is multidimensional, just as sport is. Traditional areas connotated with sport, such as competition and team support, are not the only ones to penetrate the advertising’s contents. While the former area is very common in general, this is one of the least frequently used sports motives. Much more often, sport appears as an element to build man’s identity, his inner strength, heroic spirit. The sport spirit and values underlying such an identity appears to be more important than most of the sport disciplines presented in advertisements. Exception to the rule is football, which continues to be the number one, regardless of whether it concerns the man’s image promoted by a male sports star or by an anonymous man.
      PubDate: 2022-06-28
      DOI: 10.12775/QS.2021.015
      Issue No: Vol. 7, No. 3 (2022)
  • The COVID-19 Lockdown and Players’ Match Statistics in Serie A

    • Authors: Adam Metelski
      Pages: 7 - 13
      Abstract: Purpose: In March 2020, most sports competitions around the world were suspended, ended, or canceled. As a result of the COVID-19 lockdown, citizens and athletes from many countries had to stay at home. It was a very unusual break for athletes and it caused a lot of discussion how it could affect the performance of professional players. This study aims to check how the lockdown due to COVID-19 affected the players’ match statistics in the premier Italian football league – Serie A. The Italian league was chosen deliberately because this country was particularly hard hit by the onset of the COVID-19 pandemic.Design/methodology/approach: Five-fixture rounds played after the restart (since 20th June 2020) of the 2019/2020 season were analyzed and compared with the five-fixture rounds immediately preceding the lockdown (played in February and March). In this way, it was possible to check whether the break in the games and training had significant impact in the initial period after return to play. Findings: The results indicate that the players, in general, managed to stay in good overall shape during the lockdown, but when competition resumed, they attempted much fewer dribbles and tackles.Research and practical limitations/implications: The research focuses on the Italian league. The influence of Covid-19 on sport and society varied from country to country. As a result, lockdown in particular regions could have had different impacts.Originality/value: The value of the study is a description of the significance of a not-expected break in competition and training for the statistics of football players and thus the quality of football games.
      PubDate: 2021-12-07
      DOI: 10.12775/QS.2021.014
      Issue No: Vol. 7, No. 3 (2021)
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