Search

This study examined the role of men athletes in framing women athletes in marketing images, and CrossFit was used as the sport-specific context. The purpose was to understand how consumers perceive women athletes, whether the presence of men athletes influences these perceptions, and if consumers perceive women athletes to be represented more accurately when pictured alone or with male counterparts. Using a mixed-methods approach involving both quantitative and qualitative analysis, questionnaires (n = 389) and interviews (n = 19) were utilized to gather participants' perceptions on videos featuring all women CrossFit athletes and/or those with men and women CrossFit athletes. Results showed that consumers' perceptions began to shift when looking at their athletic competence, although a focus on appearance remained. While the results of the questionnaires revealed no clear correlation between the presence of men athletes and the perception of women athletes, the interviews suggested a relationship, highlighting the complex role that male athletes play. Overall, the study indicates that consumers perceive women athletes to be framed more accurately when pictured alone and offers valuable insights into how men athletes affect consumers' perceptions of women athletes. [ABSTRACT FROM AUTHOR]

Firms from a variety of industries regularly partner with Formula One racing teams to achieve marketing objectives on an international scale. The sponsored properties offer signals of brand foreignness/localness, country of origin, and the potential for highly visible achievements. Firms enter and exit brand partnerships with some of the world's most famous athletes and iconic teams, yet the partnership decision-making process remains opaque, particularly concerning the impact of geographic origin and team performance among other criteria, including macroeconomic conditions and brand-related factors. This study contributes a quantitative model that analyzes 53 years of data encompassing more than 3,000 sponsorships across six continents. The findings improve understanding of brand partnership continuity/dissolution by explicating a shared nationality effect and a link with sponsored organizational performance that is robust across three distinct eras of Formula One. In doing so, the study contributes to theory by completing the sponsorship performance cycle and distilling partnership limits with regard to brand foreignness. The theory and quantitative analyses are buttressed by interviews with brand decision-makers, excerpts from which also shape the discussion of managerial applications. Implications include efficiencies in partner prospecting that enhance the likelihood of enduring brand relationships in sponsorship-linked international marketing. [ABSTRACT FROM AUTHOR]

In tandem with the burgeoning popularity of social media research in the field of sport communication and marketing, we are witnessing a concomitant rise in its epistemological sophistication. Despite this growth, the field has given less attention to methodological issues and implications. In light of the development of machine learning, the overarching goal of the current research was to answer the call for innovative methodological approaches to advance knowledge in the area of social media research. Specifically, we (a) assess the current state of sport social media research from a methodological perspective, with a particular focus on machine learning; (b) present an empirical illustration to demonstrate how sport scholars can benefit from the advancement in natural language processing and the derivative topic modeling techniques; (c) discuss how machine learning could enhance the rigor of social media research and improve theory development; and (d) offer potential opportunities and directions for the future sport social media research that utilizes machine learning. [ABSTRACT FROM AUTHOR]

This study explored the public's response to the digital brand launch of the Seattle Kraken. Informed by agenda-setting theory and through content and social media analyses, the study identified the initial digital sentiment around the brand and the reach of the virtual conversations. The Kraken were able to encourage favorable conversation about the team by setting the agenda and encouraging consumers to engage with content at specific times during launch. In the first hour after brand launch, consumers focused conversation on the team, the logo and color scheme, and the effectiveness of the launch video. In the following 24 hr, the conversation remained positive and focused on how the brand positively represented the city and region. Through agenda setting, the Seattle Kraken were able to effectively launch their new brand while also setting the stage for positive brand-association development. [ABSTRACT FROM AUTHOR]

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This article brings together scholarship on communication theory, influencer marketing, and personal branding to examine a new type of social media influencer—the college athlete influencer. Previous research in the field of sports has not specifically explored the distinct characteristics of college athletes that contribute to their effectiveness as marketing influencers. By adopting a sequential explanatory mixed-methods approach, this study provides a comprehensive understanding of the source of college athletes' influence via social media. Quantitative results indicate that projecting an athletic identity on social media enhances the influencer's credibility and increases the likelihood of consumers purchasing the products they endorse. Furthermore, qualitative findings indicated that the shared school identity acts as the ultimate impetus for the bond between the influencer and the consumer, which subsequently impacts the consumer's purchasing decisions. This study provides actionable implications for schools, colleges, and brands seeking to build compelling sponsorships in the name, image, and likeness era. [ABSTRACT FROM AUTHOR]

Since the creation of social media platforms, sport researchers have used relationship marketing as a conceptual and theoretical framework for studies on social media in sport. While many of these studies have contributed to our understanding of relationship building on social media, there is much room for advancement. This special-issue commentary provides a brief overview of the scholarship on relationship marketing and social media in sport and then suggests areas for advancement. It ends with specific recommendations for moving from using relationship marketing as a framework to testing the theory in sport social media research and expanding on its application to understanding relationship building on social media in sport. [ABSTRACT FROM AUTHOR]

The topics of social media and consumer behavior are inextricably linked. Since 2008, scholars in sport-studies fields such as sport communication and sport management have increasingly focused their research on social media use by sport entities and consumers. This commentary provides an overview of sport social media and consumer behavior scholarship to date, including prominent and growing topics such as consumers' uses of social media, social media engagement, user segmentation, and user-generated content. A scoping review was conducted to illustrate the current state of research on social media, sport, and consumer behavior. Future research priorities to advance this area of inquiry are also discussed, including more qualitative research resulting in rich and descriptive analyses, the need to better understand Gen Z as sport social media consumers, and the need to understand the connection between social media consumption and purchasing behavior. Finally, the commentary encourages scholars to expand their research focus in geographic contexts outside of North America, on underrepresented groups, such as women's sport and disability sport, and to adopt new theoretical frameworks for such research. [ABSTRACT FROM AUTHOR]

This study aims to increase the effective use of in-stadium sponsor message placement by analyzing the influence of various run-of-play characteristics on television viewers' visual attention allocation. Sports broadcasts constitute one potential platform for sponsors to place personalized messages. However, literature still questions the effectiveness of in-stadium sponsor messages, and the influence of game-related factors on viewers' visual attention has received little consideration in this context. In addition, researchers call for more reliable and realistic measures concerning the effective evaluation of sponsorship-linked marketing. Therefore, this study uses real-time adaptions (eye-tracking, in-play betting odds, etc.) utilizing live soccer broadcasts as one of the first. Data were analyzed second by second (n = 100,298) using generalized linear mixed models. Results indicate significant associations of several run-of-play characteristics with viewers' visual attention to sponsor messages depending on the characteristic, the games' degree of suspense, and playing time. Findings provide hands-on advice for practitioners to enhance sponsor message placement during live broadcasts. [ABSTRACT FROM AUTHOR]

The sports industry has evolved into a multifaceted industry and it continues to change. Attention is especially focused on spectator sports, and related marketing research is being actively carried out. Many researchers have focused on the perceived quality as a leading factor in the process of forming customer satisfaction and loyalty. The perceived quality includes aspects of both technical quality (outcome) and functional quality (process), suggesting that, in the context of spectator sports, the technical quality is a strong predictor of customer satisfaction, and the functional quality plays a relatively weak role. However, superficial interpretations of the study results can cause problems. In spectator sports, the production and consumption of services are mostly present in the same space, and the interaction time between service providers and customers is longer than for other services. Athletic performance is discussed as a technical quality but it may also include aspects of the functional quality as well. Services are process consumption, and it is important to clarify the black box that is the complicated interaction process and create marketing as a whole service by combining diverse elements in the future.

Copyright of SPORMETRE: The Journal of Physical Education & Sport Sciences / Beden Eğitimi ve Spor Bilimleri Dergisi is the property of SPORMETRE: The Journal of Physical Education & Sport Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

U.S. professional athletes increasingly have engaged in athlete activism. Such actions have elicited a wide range of responses from sport fans, calling into question whether an athlete's activism can impact their brand image. This research explored whether attitudes toward athlete activism, activism message, activism communication style, or fan identification level affect an activist athlete's brand image. This research utilized a 2 × 2 experimental design of activism type (safe vs. risky) and activism effort (high vs. low). A focus group determined both activism effort and activism type. Activism type did not significantly affect fans' perception of athlete brand image, but perceived athlete attractiveness decreased when the athlete engaged in risky activism. Individuals' attitudes toward athlete activism significantly influenced their perception of an activist athlete's brand image. This paper fulfills an identified need to understand the effects of athlete activism on the athlete's own brand. [ABSTRACT FROM AUTHOR]

This study has been built as a market research which aims to examine the usage of today's new technological processes along with developing digital marketing tools in sports, to measure the resultant reactions of sport consumers and to provide a better understanding of consumer behaviours, which are examined as a result of the alternative contents produced by football as well as the contents produced by its natural assets. At the same time, the difference between the consumer reaction for both the main and alternative products is measured and the answer to the question whether or not the potential products that can be produced have consumption potential as much as the main products, is searched. This study aims to analyse two football clubs selected from each of the top 5 European football leagues regarding the popularity rates of chosen social platforms. In conclusion, the results state the importance of content creation and support the idea of using players as a product to produce contents, apart from their natural assets, as an effective digital sport marketing strategy. Additionally, it is aimed to incorporate new marketing methods and tools that are actively used by sports clubs with the academic literature. [ABSTRACT FROM AUTHOR]

Although music plays a critical role in human behaviour, few scholars have examined how it may impact the shopping behaviours of sport consumers. This study uses structural equation modelling to explore how consumers' perceived musical fit (PMF) influences their purchase intention (PIN), store evaluation (SEV) and brand attitude (BAT) in a sport retails setting. Additionally, the study aimed to investigate whether consumers' emotional states (EMS) mediate the relations between PMF and the three outcome variables being tested. The results demonstrate that PMF directly affected BAT and PIN, but this was not statistically significant with SEV. Furthermore, EMS fully mediated the relationship between PMF and SEV. However, it was found to partially mediate the relations between PMF and PIN, as well as between PMF and BAT. The implications of the findings, limitations and future research directions are also discussed. [ABSTRACT FROM AUTHOR]

In 2018, the US men's national soccer team failed to qualify for the FIFA World Cup for the first time since 1986. The purpose of the current study was to investigate how sports fans react when their favourite team is not participating in a competition by surveying US soccer fans about the 2018 World Cup. In the current study, 841 US soccer fans completed a survey asking about which alternate teams they planned to support, the reasons for supporting a particular team, as well as their levels of soccer involvement, nationalism, and internationalism. Respondents most frequently intended to support Germany, and the ten most frequently supported teams were all from Europe or Latin America. With respect to reasons for supporting a given team, team-specific factors tended to be more important than relational-type factors. [ABSTRACT FROM AUTHOR]

To date, limited research has examined how sports fans feel about the response by sportswear brands towards athletes who are paid to endorse their brand but also publicly engage in social and political activism. In addressing this shortfall, this article presents the views of 1,001 US sports fans, collected via an online survey from May 2021 to June 2021. Locating the findings within two prominent themes - social responsibility strategy and financial motives - two-thirds (66%) of the participants felt that sportswear brands had become more supportive of athletes publicly engaging in social and political activism, whilst one-third (34%) felt that little had changed from what athletes faced in previous generations. The article concludes by outlining that as athlete activism becomes more prominent in the US, both inside sports arenas and on social media platforms, the social responsibility strategy of sportswear brands will become an even more important feature in the consumer culture of US sports fans. [ABSTRACT FROM AUTHOR]

The Psychological Continuum Model (PCM) represents a gradual change of attitude formation. The continuum in the model is divided into four stages (Awareness, Attraction, Attachment, and Allegiance), which represent the formation of attitudes and involvement levels in increasingly stronger degrees towards the sport object (Funk & James, 2001). The first aim of the research is to adapt the Sports Involvement staging tool/scale developed for sports spectators by Doyle et al. (2013) within the scope of PCM for Turkish culture. The second aim of the research is to examine the differences in resistance to change levels of sports spectators regarding their involvement profiles. A total of 239 (x̄age = 37.00±14.46) football spectators aged between 18-70 participated in the study [56 female (x̄age = 31.79±13.29) and 183 male (x̄age = 38.59±14.47)]. CFA was performed for adapting the scale. The findings of the Confirmatory Factor Analysis revealed that the Sports Involvement Scale represented its structural validity and psychometric properties as in the original scale (Chi-square/sd = 2.43, p

Introduction: In the third millennium, political, economic, geographical, and technological changes have had a profound effect on organizations. The speed of these changes, along with the increase in global competition, has forced organizations to reorganize their activities by rethinking new marketing methods (Veynberg et al, 2018). In this regard, sports organizations to increase their competitiveness, need to use various tools to be able to facilitate the achievement of predetermined goals and results (Hautbois, 2019). Among these sports organizations are federations, which play an important role in developing and developed countries. Sports federations operate in a competitive and dynamic environment; An environment in which internal and external variables are constantly changing and it is very difficult to predict these changes (Shamounian et al, 2019). Due to the high sensitivity in the current sports industry and in order to achieve effectiveness in marketing programs, recognizing the dimensions of managerial competencies has become a vital factor in sports success. In fact, strong managerial competencies in contemporary sports management can be a source of significant competitive advantage (Frawley et al, 2018). On the other hand, another component that provides the necessary context for the emergence of managerial competencies is structural capital (Matos et al, 2017). In this regard Swanson et al (2020) in their research, they concluded that managerial competencies have a significant positive effect on knowledge sharing and job performance of employees. Neumeyer & Liu (2021) also concluded that the adoption of new (digital) technologies can significantly contribute to a company's short-term and long-term competitive advantages. In the new era, the professionalization of sports and the performance of sports organizations, along with the increase in organizational and non-organizational areas of sports, has forced managers and employees of sports organizations to seek new processes in their field of performance beyond traditional concepts (Dellitalia, 2018). In addition, sports federations, especially the Karate Federation, have faced many problems in purchasing equipment and supplies, sending their teams to international competitions, holding training camps, holding training competitions, and so on. Given the above, the researcher seeks to answer this question: Is there a relationship between managerial competencies and structural capital with the effectiveness of marketing programs of the Karate Federation of the Islamic Republic of Iran? Methodology: The research is an applied one and in terms of data collection method is a correlational research based on structural equation modeling which was conducted in the field. The statistical population of the study includes all members of the Karate Federation (president, vice president, vice president of women, secretary of the federation, staff of the federation (various committees and staff of other departments) (43 people), members of provincial karate boards (presidents, vice president, finance officer, teachers The provincial karate boards (124 people) and experts in the field of karate included first-class coaches, judges, and national athletes (56 people). All members of the community were identified as a total of 223 people. In this study, the Cutler and Keller (2006) marketing program effectiveness questionnaire, Nwokah, & Ahiauzu (2008) and Shakarian (2013) structural capital questionnaires were used. The face and content validity of the questionnaire was confirmed by 10 professors and the construct validity was confirmed using exploratory and confirmatory factor analysis. Results and Discussion: According to the results of Pearson correlation test, it is observed that between managerial competencies and structural capital (Sig = 0.001, r = 0.873), between managerial competencies and the effectiveness of marketing programs (Sig = 0.001, 0.778). r) And there is a significant positive relationship between structural capital and the effectiveness of marketing programs (Sig = 0.001, r = 0.894). After examining the relationship between research variables, the research model was designed in AMOS software version 24. Conclusion: The results of structural equation modeling showed that managerial competencies have a significant positive effect on the effectiveness of Karate Federation marketing programs. Also, based on the findings of the structural equation model, it was observed that structural capital has a significant positive effect on the effectiveness of the marketing programs of the Karate Federation. The research findings are in line with the results of Neumeyer & Liu (2021) research. In addition, based on the findings of the research model, it was observed that managerial competencies have a significant positive effect on the structural assets of the Karate Federation. This research finding is in line with the results of Swanson et al (2020) research. Based on the results of this research, it is suggested that the marketing director of the Karate Federation coordinate with the director of research, production, procurement, physical and financial distribution, etc., so that different marketing opportunities serve the needs of important marketing departments, territories and presentation. Design services. In addition, it is recommended that the unit manager in the Karate Sports Federation have the appropriate information to plan and properly allocate resources in different markets, products, domains and marketing tools to create effective marketing.

Purpose: Novel technologies such as tokenization have the potential to disrupt value co-creation in sport marketing. Tokenization in particular has generated a hype in sport marketing by facilitating engagement behavior. However, it remains unclear to what extent tokenization can serve as an engagement platform to enable new and innovative interactions between sport organizations and its network of actors. Design/methodology/approach: The study investigated a tokenized governance platform of a professional sport club as engagement platform by means of a case study applying a multi-method approach combining document analyses and semi-structured interviews with sport management, sport club fans and blockchain experts. Findings: Governance tokens indeed foster fan engagement by including fans in decision-making processes. The engagement platform is meant to enable two-way communication between fans and professional sport clubs. However, benefits could be overrated, and fans describe concerns about increasing commercialization due to the application of governance tokens. Thus, opportunities must be balanced out to foster engagement of sport club fans. Originality/value: The findings contribute to extending the phenomenon of tokenization as a financing model and engagement platform in sport marketing. The results show how tokenized governance platforms can be applied in sport marketing and how they contribute to value co-creation in the digital world of sport clubs. [ABSTRACT FROM AUTHOR]

Purpose: Sport organizations' use of corporate social responsibility (CSR) has become commonplace. Similarly, academic inquiry into the CSR phenomenon has become almost as ubiquitous. However, this paper argues that a group has been forgotten about in the literature surrounding sport and CSR: the campaign beneficiary, especially in sport-based CSR research. After all, CSR campaigns are intended to support a certain group. Design/methodology/approach: Using a social identity theory and social identity complexity qualitative framework, this paper analyzes the perceptions of the National Football League's (NFL) Salute to Service military campaign among service members, veterans and families. Findings: After collecting data via a series of 16 interviews, while service members stated that the service members appreciated the campaign and appreciated what the NFL seeks to do through the campaign, this specific Salute to Service did not have a significant cognitive and behavioral impact for these military consumers. Originality/value: This work builds on prior CSR beneficiary literature, providing an opportunity to further expand ways in which sport organizations can make sports organizations' CSR campaigns more impactful. [ABSTRACT FROM AUTHOR]

Ji Wu,1,2 Yigang Wu3 1School of Economics and Management, Shanghai University of Sport, Shanghai, 200433, People’s Republic of China; 2School of Kinesiology, College of Education and Human Development, University of Minnesota, Minneapolis, MN, USA; 3School of Physical Education, Shanghai University of Sport, Shanghai, 200433, People’s Republic of ChinaCorrespondence: Yigang Wu, Tel +86-15618991089, Email wuyigan08@sus.edu.cnIntroduction: The contribution of sport organizations to solving social issues has been acknowledged. However, little is known about how sport organizations can turn social issues into business opportunities as a means of creating shared value (CSV). Building on self-concept theory, a framework was established to examine how sport organizations can promote sport participation and simultaneously drive sport consumption—as a means of CSV—by enhancing consumers’ sport self-concept.Methods: A total of 311 participants recruited from a CSV program delivered by a sport organization completed a time-lagged survey. Structural equation modeling was performed with Mplus 8.3 to test the framework.Results: The results revealed that consumers’ sport self-concept was enhanced by their perceptions of sincere interest from employees of the sport organization, while effect of their perceptions of praising was insignificant. Sport self-concept has a positive association with their levels of sport participation and simultaneously influences their intention to purchase the sport organization’s products due to self-congruity.Discussion: This study contributes to CSV literature by demonstrating the role of sport self-concept in CSV in a sport setting. Our findings suggest that sport organizations might focus on strengthening consumers’ sport self-concept to create both social and economic value through their CSV.Keywords: shared value creation, sport self-concept, sport marketing, social value, economic value

National sport federations (NSF) are undertaking organisational adaptations towards professionalisation. To what extent they benefit from these adaptions is a matter of controversy. Furthermore, the negative effects of an NSF's proactive professionalisation strategies have gained little attention. This paper explores the dark side of professionalisation in a Swiss NSF. The process and negative effects were investigated using a qualitative analysis of interviews, documents, and secondary studies. We found the dark side of professionalisation to be mainly present in the deteriorating inter-organisational relationships. The NSF was distracted from the needs of the sport community; the objectives of the professionalisation strategy did not reflect the member organisations' values and visions. Furthermore, the NSF's offensive marketing activities exceeded clubs' capabilities. The evidence suggests that active involvement of clubs into strategy development and the professionalisation process could help it to avoid the negative effects and instead support an efficient use of resources. [ABSTRACT FROM AUTHOR]

The principles and tools of sport marketing represent the essential knowledge sport managers require in order to position their sport, association, club, team, player, code or event in the highly competitive sport market. This article explains the principles and tools of marketing sport organisations, marketing mix, tourist orientation, segemetation strategy, communication mix and framework for targeted sport event packaging. The purpose of this article is to introduce the core philosophy and process of sport marketing. It will introduce some basic marketing concepts, and will outline the Sport Marketing Framework. [ABSTRACT FROM AUTHOR]

The Psychological Continuum Model (PCM) represents a gradual change of attitude formation. The continuum in the model is divided into four stages (Awareness, Attraction, Attachment, and Allegiance), which represent the formation of attitudes and involvement levels in increasingly stronger degrees towards the sport object (Funk & James, 2001). The first aim of the research is to adapt the Sports Involvement staging tool/scale developed for sports spectators by Doyle et al. (2013) within the scope of PCM for Turkish culture. The second aim of the research is to examine the differences in resistance to change levels of sports spectators regarding their involvement profiles. A total of 239 (x=age = 37.00±14.46) football spectators aged between 18-70 participated in the study [56 female (x=age = 31.79±13.29) and 183 male (x=age = 38.59±14.47)]. CFA was performed for adapting the scale. The findings of the Confirmatory Factor Analysis revealed that the Sports Involvement Scale represented its structural validity and psychometric properties as in the original scale (Chi-square/sd = 2.43, p<0.01, RMSEA = 0.078, NNFI = 0.98, SRMR = 0.038, GFI = 0.95). The Cronbach alpha value was checked for the internal consistency of the Emotional Resistance to Change subdimension of the Resistance to Change Scale, which was developed by Oreg (2006) and adapted to Turkish culture by Çalışkan (2019), and the value was found to be 0.80. The findings show that the Sports Involvement Scale is a valid and reliable measurement tool for Turkish culture. A statistically significant difference was found in the Resistance to Change values of the participants, depending on their level of sports involvement. [ABSTRACT FROM AUTHOR]

The COVID-19 pandemic has impacted directly on sports competitions, redirecting strategies to adapt to changes and giving prominence to a new ally: social media. The objective of this research is to analyze how top-level sports organizations managed their social media in pre-pandemic (from April 1 to 14, 2019) and pandemic (from April 1 to 14, 2020) periods. This study is based on the design and implementation of an observation instrument, applied to Facebook, Instagram, and Twitter posts. A total of 5,512 posts from LaLiga (LL), ACB League (ACB), UEFA Champions League (UCL), Euroleague (EL), and NBA League (NBA) have been analyzed. The results show a slight decrease in the total frequency of posts between both periods, but with a more homogeneous distribution over the days. Sports organizations adopted different approaches while posting on social media during these two periods. At the beginning of the pandemic, they prioritized "Social initiatives" and "Engagement" categories while their format preferences have generally migrated from text and image to audio-visual resources during the pandemic. [ABSTRACT FROM AUTHOR]

The purpose of the present research was to identify the factors influencing personal branding for individual athletes. The research method was qualitative approach. The statistical population of the research includes 18 prominent athletes who are national and international champions and sports marketing experts. The sampling method was purposive. The data collection tool was in - depth and semi-structured interviews. Data analysis was done in MaxQDA software version 2020. 136 primary propositions with a total frequency of 247 and with 3 main categories (environmental factors, individual characteristics of athletes, performance characteristics) and 8 subcategories (mass media, social factors, management factors, economic conditions, individual personality characteristics, social responsibilities, social skills) were calculated as effective indicators on personal branding in individual athletes. The results showed that athletes pay more attention to environmental factors, especially mass media, to improve their personal brand as much as possible and manage it better. Also, officials should consider managerial factors such as the budget allocated to the sports field, Comprehensive planning in order to promote athletes, monitor the behavior and relationships of athletes and the existence of legal infrastructure that affects the brand of athletes. [ABSTRACT FROM AUTHOR]

Introduction: Academic endeavors and societal demands have propelled the growth of sport management as a field of study. Although internationally renowned sport management-related journals provide a broad range of study topics, the lists of papers featured in these publications are not exhaustive in terms of geographic coverage. Determining the evolution of sport management research necessitates an evaluation of research trends in each region. Method: To reach our objective, we conducted a fiveyear bibliometric evaluation of Japanese sport management-related periodicals. Five major Japanese sport management-related magazines have published a total of 115 articles over the past five years. Results: The majority of research was classified under the marketing category, followed by the management, sport for development, and sport development categories. These results indicate that each of the five journals has a concentration on sport management research, but also has specialized areas that distinguish it from the others. By cross-tabulating the categories and settings of published publications, we discovered that the vast majority of research on professional and elite sport as well as sport events was undertaken in the marketing realm. There are numerous professional and amateur sport leagues in Japan, as well as two mega-sporting events that have taken place in the last three years: the Rugby World Cup and the Olympic and Paralympic Games. This has led to a large number of studies in the marketing domain focusing on the professional sport and sport event category. Conclusions: In conclusion, three potential research directions for sport management have been identified. [ABSTRACT FROM AUTHOR]

A special type of advertising and customer communication is called endorsement, which is done by using famous people. In this advertising method, famous people often introduce the company's products and services to customers by appearing in the company's advertisements and allowing them to use their name and image (Fink et al., 2004). In recent years, the use of famous athletes in advertisements has become more common; Because, due to the popularity of athletes and the media's attention to them, their influence on consumer behavior is very high (Gupta et al., 2022). Famous athletes are able to give special meaning and concept to products and services and associate them with their success and sports performance. Therefore, the use of athletes in advertisements is an effective marketing strategy for companies that are trying to increase the reputation and popularity of their brand and strengthen their sales (Farahani et al., 2020). But the presence of men in advertising and endorsements has been more prominent and the opportunities for the presence of female athletes in such issues have been less (Fink, 2008). Fink et al (2004) noted that female athletes likely earn less through endorsements because they are less likely to be selected as endorsers than their male counterparts. In fact, sport is known as a male domain that reinforces traditional gender norms (Larkin et al., 2021). Although in Iran some male athletes, especially in the field of football, are used to a certain extent for approval, but prominent female athletes are not used publicly and apparently there is no clear mechanism for the presence of women in this area; This is while in developed countries, companies use female sports stars like men for endorsement according to the type of their product. Therefore, the main problem of this research is, what are the most important obstacles to the presence of Iranian women athletes in sports advertisements as endorsers? The current research is a description of the survey type and the mixed research method is a combination of qualitative and quantitative parts. In the qualitative section, semi-structured qualitative interviews were used. The implementation steps of this research can be described in the form of 2 general studies. In the first study, based on the fuzzy Delphi method, the most important obstacles to the presence of Iranian female athletes in sports advertisements as validators were identified from the experts' point of view. In the second study, the factors obtained from the first study were distributed among the members of the statistical sample in the form of a questionnaire suitable for the fuzzy hierarchical analysis process, in order to rank the obtained factors using appropriate statistical methods. . The statistical population of this research ncluded female athletes with the following conditions: 1- history of being a member of the national team for at least 5 years; 2- History of winning medals in international competitions; 3- At least a bachelor's degree in the field of sports science or fields related to the subject of research (management, social sciences, law and media). With the follow-up and contact with the athletes who had the conditions to enter the research, 24 people formed the members of the society's Delphi panel. 17 of them cooperated with the researcher as a research sample. according to Delphi panel, Inequality in the media coverage of women's sports, inadequacy with some products, traditional attitudes towards women, the male-dominated cultural structure of the country's sports, the lack of awareness of one's own abilities in female athletes, religious prejudices, the limitation of women's coverage in advertisements and the greater popularity of male athletes. Obstacles to the presence of Iranian female athletes in sports advertisements were identified for validation. In order to rank the obtained factors, the fuzzy AHP method was used; According to this method, religious prejudices are the most important obstacle to the presence of Iranian sportswomen in sports advertisements as endorsers, and after that, according to the male-dominated cultural structure of the country's sports, the traditional attitude towards women and inequality in the media coverage of women's sports are ranked second to fourth. Hallmann et al (2022) stated that, based on social gender stereotypes, sport is considered masculine; This perception makes women less visible, less welcome, and less supported in maledominated sports advertising. According to this finding, it is suggested to the authorities of the country's radio and television to improve the television coverage of women's sports and broadcast more matches live so that female athletes are recognized in the society as well as men. This is despite the fact that the physical and gender difference and ignoring women compared to men in the field of sports is more of a social and cultural issue than it is related to their nature. This issue is more acute in developing countries such as Iran, as Farahani et al (2020) stated, in Iran, women's sports in some disciplines or their presence in sports fields are opposed, which is a form of gender discrimination in Iran. The importance of female athletes is also very evident. In recent years, Iranian female athletes have shown potential in some sports fields, and if space is provided for their presence, they can become champions in the world arena. Therefore, based on the results of this research, the view of women should be changed and some of the religious prejudices and negative attitudes towards them should be changed. If society wants young girls to develop well and fulfill their potential, good role models are essential, and as role models, female athletes have many positive qualities. As Statz et al (2022) reported regarding the use of female celebrities as endorsers in magazines for teenage girls, the use of female athletes has a great impact on young girls' sports tendencies, which confirms the results of the present research. But at the same time, in Iran, women are used much less in advertisements and there is more of a gender perspective on this issue. Regarding religious prejudices, Hussain & Cunningham (2021) reported that although participation in sports seems to be an individual choice, culture and religion are also reasons for inequality between men and women in sports; At the same time, many Muslim countries have provided the way for the progress and advancement of women to become champions and winners. According to this finding, families are advised to reconsider the type of bias towards girls in raising their children, so that girls can freely participate in the society and reduce the bias towards them. [ABSTRACT FROM AUTHOR]

In recent years we have seen an increase in corporate and media interest in women's sport leagues and events. Despite the increase in commercialism and professionalism of women's sport, there is a lack of research focusing on the marketing of and through women's sport. This current study addresses this gap, examining the motivations of sponsors involved in the women's Australian Rules football national league. Exploratory in outlook, this paper presents insights from key sponsorship decision-makers. It was found that sponsorship was motivated by a desire to promote gender equality at a firm, industry and broader societal level. Sponsorship of women's football provides convergence of corporate social responsibility and commercial benefits. The paper provides insights for sport marketing and initiates the conversation of women's sport sponsorship. [ABSTRACT FROM AUTHOR]

Social media play a major role in marketing and promotional efforts in intercollegiate athletics, yet student-athletes are rarely included in these campaigns. This case study analyzes a campaign employed by Temple University's football program that departed from this norm. During their 2018 spring game, Temple coaches allowed football players to put their Twitter handles on the backs of their jerseys. Through interviews with athletic department staff members and football student-athletes and analysis of football players' tweets and media framing of this campaign, several positive outcomes emerged. These included how the campaign fostered student-athlete buy-in and generated favorable media coverage for the program. However, analysis also revealed that while many football student-athletes actively used Twitter, they were not fully integrated into the campaign. Implications for including student-athletes' social media content in athletic department marketing, branding, and promotional efforts are discussed. [ABSTRACT FROM AUTHOR]

Sport marketing research is pursued in both business administration and commercial science as marketing research related to the business of sport and as the primary domestic and international field of research in sport management studies. These areas of study are co-creation partners in innovation, and it is important to consider the definition of sport marketing to develop sport marketing research. The aim of this study is to assist in this inquiry by presenting the background to the development of sport marketing as sport business and as an academic field. Sport marketing is defined by taking account the current state of the sporting world in Japan and is identified as being characterized by a “sport product” and a “sport consumer.” The specificity of each of these and future directions toward development of the concept of sport marketing are also discussed.

PURPOSE Although sport and graffiti often collaborate in various forms and sectors, research on this phenomenon is insufficient. Therefore, this exploratory study analyzed the role of sport in line with the diffusion of graffiti in Korea. METHODS Qualitative research method was applied for data collection and analysis. Specifically, systematic literature review, semi-structured in-depth interviews, and written interviews were used for data collection. Subsequently, content analysis, categorization, and itemization were performed. RESULTS International sporting events had an impact on the diffusion process of graffiti. Additionally, graffiti was used as a promotional content for sporting events and sport brands, and specific sport content were used as the medium for street art works, including graffiti. Furthermore, graffiti was used as a promotional content for marketing activities in collaboration with a professional sports team by general corporations. CONCLUSIONS As graffiti becomes one of the major cultures from a subculture, it is expected to increase public interest in all sports and not just in specific sports through collaboration with graffiti.

This research examined the effects of ambush marketing (yes/no), content presentation format (image/video), advertising time (6 sec/15 sec), and message delivery format (Story/post) on consumer attitude and purchase intention regarding a brand that engaged in ambush marketing on Instagram. Two experiments were conducted and ANOCOVA was performed. Experiment 1, which was conducted with 166 college students, indicated that in ambush marketing, the participants who observed a story had higher purchase intention and attitude toward the brand than did those who observed a post. Experiment 2, which was conducted with 164 people from the general population, indicated that 6-sec posts were more effective than 15-sec posts in enhancing consumer attitude toward a brand when the consumers were aware that the brand was an ambush marketing brand. Moreover, participants who were not exposed to ambush marketing exhibited higher purchase intention than did those exposed to ambush marketing. Companies that wish to 'strategically' leverage the benefits of being associated with a sporting event without officially paying sponsorship fees may consider using story messages on social media. Additionally, ambush marketing brand information can lead to negative perceptions regarding an ambush brand when the true status of the company as an ambush marketer is disclosed to consumers. [ABSTRACT FROM AUTHOR]

The golf industry has realized a recent boom, due primarily to the lasting effects of the COVID-19 pandemic and limited socially safe activities. Despite the growth, male golfers continue to dominate participatory play. Women are also underrepresented as employees in the golf industry. Abiding by the mission of the American Golf Industry Coalition to make golf more diverse, inclusive, and friendlier to women, students are asked to resolve numerous questions and issues. Such items include diversity, equity, and inclusion-based hiring, recruiting, and marketing practices that involve more women and minorities. Many of these strategies center around American Golf Industry Coalition's initiative to "Make Golf Your Thing." Professional Golfers' Association Golf Professional Sarah Stone and Chevy Chase Country Club in Maryland are portrayed as the protagonist to help localize the issues and provide a basis for concrete solutions. This study is suitable for upper-division sport management and sport marketing courses, as well as courses examining diversity, equity, and inclusion in sports. [ABSTRACT FROM AUTHOR]

The National Hockey League is aligned in such a way that it must present its product to large audiences in two countries. Given the difficulty of such a marketing effort, this study sought to determine the impact that violence, as measured by fighting, has on consumption. Separate demand models were estimated for attendance and viewership in the USA and Canada via Tobit and OLS regression models. Results from the various models indicated that the promotion of violence should not be considered a viable strategy for increasing consumption. More specifically, while fighting was found to be a positive predictor of attendance in all models, its impact was minimal. From a viewership perspective, fighting was not found to be a significant predictor in either market. Given the evolving nature of consumer preferences, these results are particularly salient to marketers seeking to develop strategies that are relevant to the current marketplace. [ABSTRACT FROM AUTHOR]

The Present Study has Disburse to Determine the Factors Affecting Attendance of Iranian Spectator in Volleyball World League and its Relationship to their Purchase Behaviors. This Study was a Correlation Research and in form of Field Study. To Collect Data Standardized Questionnaires Factors Affecting Attendance’s Alimohammadi (1390) and Purchase Behavior’s Kim (2008) between Samples (n=372) were Collected and Distributed. The Opinions of Professors and Experts in the field of Sport Management Was Used to Ensure Renewed of Validity of Questions and Items that Used to Measurement the Implications of the Study. The Reliability of the Instrument Was Approved by Using Cronbach's alpha Coefficient in order for the Questionnaires Factors Affecting Attendance and Purchase Behavior Was 0/85 and 0/70. The Results Showed that Vicarious Achievement, Information and Attraction and Excitement were the most Important in Factors Affecting Attendance Spectator and in front of the Facilities, Attending and Support, Scheduling and Inform were the least Important. Results also Showed that the Attending and Support (t=4.44 and β=0.243), Operation (t=2.102 and β=0/117) and Excitement (t=2.43 and β=0/136) has a significant causal relationship with the Purchase Behavior. Considering to the Findings of Research on the Factors Affecting Attendance Spectator could be Provide Guidelines for the Management of the Federation in Attractant Spectators. [ABSTRACT FROM AUTHOR]