Sport Management & Marketing

The general research purposes were 1) to measure current situations of spectators’ demographics, 2) to study motivations and satisfaction of spectators at these sporting events, and (3) to determine relationships between the spectator‘s motivations and satisfaction. Subjects were 2,000 spectators which approached to participate in the study. The selection of the participants was based on a continuum consisting of five kinds of sporting events such as the Vietnamese Football League, Division-1 Football Championship, the Table-tennis International Cup, the Vietnamese Taekwondo Open Cup and the World Vovinam Championship at Ho Chi Minh city, with 400 questionnaires for each kind of sport event in order to examine the motivations of spectators. The instrument in this study was the questionnaire which measured demographics, motivations which revised from Fan Motivation Scale, expenditures and satisfaction. The data analysis in the study included a factor analysis, internal consistency reliability method, descriptive statistics, t-test, one way ANOVA and path analysis (SEM) for the research questions. Although Hochiminh city is the biggest and the most economic city in Vietnam; however, in order to attract participants to sporting events is the difficult issues because of some reasons. Therefore, throughout these findings in this study, especially the motivations which inffluenced people to each kind of events, organizers can set up the suitable events to be more attractive with spectators/ participants. These findings are not only useful to design operating plan and marketing strategies, but also helful for organizations to manage sporting events effectively. In conclusions, in the professional sports, the number of spectators is a core factor to decide the success of each sporting event, so that, this study is the practical and meaningful scientific research to improve the Vietnamese sports movement.

After the 1990's, the changes in the football world had helped to develop and to grow the economy of football rapidly. The development of digital broadcasting led to build a bigger commercial structure. With the effect of those changes, commercial incomes, sponsor revenues, stadium and facilities incomes, and betting incomes have increased over time. This rapid change also brings several problems. UEFA has published UEFA criteria in order to protect football's sustainability and viability in a long term. Depending on license criteria that is published by UEFA, it has used a road map for football clubs, regarding of corporate structure of UEFA to work, that identified the general rules like in a company structure and management that should be all the necessary factors of production in a systematic and effective way in order to transform football clubs to a corporate organization and make them sustainable. With this out of the common guide explains readers how to run a club in...

Objective of the study: Despite the opportunities to develop athlete brands, many athletes in less popular sport still struggle with developing their brands. Therefore, the current study aimed to contribute to the existing athlete branding literature and practitioners by providing a better and holistic understanding of athlete branding in less popular sport. Methodology: The current we employed a triadic approach that was involved with three stakeholders: Athlete, fans, and media to explore important factors in athlete branding strategies in less popular sport. Originality/ Relevance: There is less focus on less popular sport and their stakeholders branding. With increasing interest from fans less popular sport and their athletes are gaining more attention than ever. Thus, the study opted to discuss an ignored phenomenon in the context of athlete branding. Main results: The result of the study identified four main themes and eight associated subthemes based on both the interview and...

There is a growing debate on the professionalisation of non-profit sports clubs (e.g., more paid staff) and the remuneration of sports volunteers. These voluntary sports organisations are, together with for-profit fitness and health clubs, the main types of sports providers at the grassroots level in Flanders (Belgium). They both are non-public organisations, active in the same market, but differ regarding to their objectives and their human resources (i.e., volunteers versus paid staff). Hence, the purpose of this paper is to analyse and compare the hypothetical HR-cost of volunteer work in non-profit sports clubs, based on a market price of equivalency model, with the actual HR-cost of for-profit sports providers. The results show that fitness and health clubs are found to be more efficient, in terms of the unit human resources cost. However, non-profit sports clubs have a distinctive economic structure and own rationality. Hence, it seems not appropriate to transfer the economic efficiency approach of for-profits blindly to non-profit sports clubs as the added value of volunteer work to individuals, organisations and the society as a whole (c.f., positive externalities) are neglected.

The purpose of this study is to compile a paradigm model for producing scientific content in the field of student sports in Iran. The research method in terms of strategy is qualitative, sequential and exploratory with an applied-developmental goal, which is from the grounded theory method with Strauss and Corbin (2008) approach. Statistical population: Academic experts of physical education and sports sciences working in education and training Office & universities of the country were selected by theoretical (judgmental) sampling. After the interview with the twenty-fourth expert, theoretical saturation were obtained. Data analysis was performed with open, axial & selective coded worksheets of documents and semi-structured interviews, during the five rounds of interviews until a theoretical consensus was reached on identifying the categories of Central concept, causal conditions, contextual conditions, intervening conditions, strategies & consequences. The research instrument was coding sheets according to the researcher›s instructions, the validity of which was confirmed by the members of the Delphi group and its reliability was calculated by P-Scott criterion (agreement coefficient between coders) of 0.96. The Results in the form of 84 categories and 299 conceptual codes in the six dimensions of the paradigmatic model as causal conditions (17 categories, 102 items), Central concept of producing scientific content (10 categories, 55 items), strategies (21 categories, 49 items) at individual, intermediate and macro levels, Contextual conditions (11 categories, 47 items), intervention conditions (16 categories, 60 items) and outcomes (10 categories, 87 items) were included. As a result, Prerequisites and Outcomes of the producing scientific content in the field of Iranian student sport can be useful and practical. producing scientific content in the country requires structural, strategic, managerial and professional reforms.

The purpose of this study is to identify the effect of mobile marketing (photo, video, and short message service, SMS or text messaging) in promoting one of the best Iranian football clubs, Persepolis, fans' behaviour in the 2018-2019 season. We collected data on the attitudinal loyalty, behavioural loyalty, and mobile marketing use of the fans attending a home game. We utilised structural equation modelling (SEM) to analyse the data. The findings indicate that mobile marketing has a positive effect on fans' attitudinal and behavioural loyalties. Also, attitudinal loyalty has a positive impact on the behavioural loyalty of the Iran Persepolis Football Club fans. We recommend that the managers of the Pro League clubs such as Persepolis prepare the infrastructure for the implementation of fan supporting systems for their organisations. Furthermore, they should employ media experts and professionals to enhance the relationship between their brand, customers, and delivery of information. This is among the first mobile marketing studies about football fans behaviour in the Middle East.

Rex Walsh has qualifications in Business, Law, and Education. He has been fortunate to work across many universities and he has also taught in most units within Business and Law. His particular areas of research interest involve ethics and contemporary issues in accounting particularly social and

Today, the number of social networks in which communications are made is increasing rapidly, and most teenagers and adults, as part of everyday life, use the benefits of knowing others and introducing themselves to others from social networks such as Facebook, MySpace, LinkedIn, YouTube, Weblogs and Wikiquote. The purpose of this study was to investigate the effect of advertising on social networks on the marketing of sports services. Methodologically, this descriptive study was of correlational type and its statistical community was formed by active users in social sports networks. The statistical sample was available (from users who were active social sports networks). In this research, social networking was measured using the scale of Soleimani-Bashli and Talibi (2010) and marketing mix of sport services using Yaghoobi et al. (2011) scale. To test the research hypotheses, structural equation modeling was used. The results of the research showed that advertising in social networks has a positive and significant effect on marketing of sports services. As a result, the greater the amount of advertising on social networks, the more likely it is that customer satisfaction, attracting new customers, and increasing investment in sports services will increase. Therefore, it is necessary to pay more attention to the aspect of advertising in these networks and to be taken into consideration in strategic strategies of sports providers.

The present study examined the relationship between service quality, place attachment, and customer loyalty in the context of recreational skiing. Specifically, it was hypothesised that place attachment would mediate the relationship between service quality and skiers' loyalty. Service quality was measured with an adjusted version of Brady and Cronin's (2001) three-dimensional model (interaction, physical environment, and outcome quality), while place attachment was measured with Kyle et al.'s (2004a, b) two-dimensional model (place identify and place dependence). A sample of 288 skiers participated in the study. Men were 57.6% of the sample. The mean age of the sample was 32.4 years, ranging from 14 to 56 years old. The data were collected from two skiing resorts in North Greece. Using structural equation modeling, the results provided support of the proposed model. Place attachment had a mediation effect on the relationship between service quality and customer loyalty. These results improve our theoretical understanding of the factors that contribute to the development of skiers' loyalty with skiing resorts. Marketing implications, in terms of developing strategies to increase consumer loyalty, are discussed.

... terminating their relationship with agents due to players perceiving that their agents have failed to secure endorsement deals (Broussard, 2000). ... According to Octagon's director of strategic marketing and media, “multinational companies are looking to mine China” (Isidore, 2003 ...

Football is perhaps the most popular sport in the world. The market of football players is one of the most popular factors of the sport that makes the fans dream of each team which increases the interest around the sport. In 2013 the player Gareth Bale was sold from Tottenham to Real Madrid for 100 million Euros. Someone argues that the market for football players is inherently irrational precisely because of the sale price of certain players. This paper is based on Tunaru et al. model that is a real option based model. The aim of the paper is the financial valuation of a goalkeeper of Serie A League club. The model depends on relationship of player's and team's performance and the club's turnover.

The popularity of the video aggregation website YouTube has led some sporting organisations to establish a presence on the site. These can come in the form of channels, web pages that host all of a user's video clips. Other YouTube users can subscribe to these channels, meaning a channel's updates appear on a user's YouTube home page. Among the entities utilising this inexpensive way of disseminating video messages is 16-year-old professional soccer league Major League Soccer (MLS). Researchers examined whether a sport organisation (i.e., MLS) can use such a website to practice agenda-setting through the posting of certain kinds of videos. Results showed that agenda-setting is being accomplished on a small scale, but can potentially be accomplished on a larger scale by using YouTube as if it were a traditional mass medium.

Technical developments in television have resulted in major changes to the delivery of sport. One significant change is the development of relationships between clubs and sport broadcasters. This research identified the technology that is emerging in sport broadcasting, and the impact that this technology has on the potential for Inter-Organisational Relationship (IOR) formation between sport broadcasters and Australian-based professional football clubs, taken from the perspective of the sport broadcaster. Six preconditions for IOR formation were considered, including uncertainty, knowledge/expertise, resource acquisition, adaptive efficiency, regulation and strategic enhancement. In-depth interviews with senior managers of eight sport broadcasting organisations were undertaken with the resulting data analysed, and the emergent themes identified. Results indicate that sport broadcasters were not willing to enter into IORs with professional football clubs.

The purpose of this study was to investigate the themes of match-fixing news and to analyze
whether there were differences across the frequencies of news with respect to match-fixing. A
purposive sampling method was employed dates between 4 July 2011 and 4 July 2012 for
content analysis. In this study a content analysis forms was composed of two parts. In the first
part, various themes related to news comprised year, month, weekday, weekend and size. In
the second part, the researchers investigated the news delivery styles. The news or the
visuals of match-fixing appearing on the newspaper were coded as ‘there is or there isn’t,’ “yes
or no,” and “multiple choice questions”. The results of this study, 58.1 percent of the news of
match-fixing were published in 2011, 68.9 percent on weekdays and 24.1 percent of them
were published in July. Fenerbahçe Football Club appeared once in the 33.1 percent, and 5
times in the 23.1 percent of the match-fixing news. While 45.4 percent of that news was
reported rationally, in 40 percent of them, both rational and sentimental language was used.
As a conclusion, it has been observed that the news regarding match-fixing considered to be
unethical are commonly covered in Turkish media, but the issue is discussed on the emotional
and rational basis.

Recent research suggests the need for robust theory building in the field of sport for development and peace (SDP). Recognising this, we argue for further attention to, and appreciation of, the historical context within which many SDP initiatives and research projects take place, with particular focus on the history of colonialism as it relates to sport. Drawing on the foundational work of C.L.R. James, we suggest that an historical approach, informed by insights from postcolonial theorising, encourages analyses of ambivalence, hybridity and even irony in the field of SDP. We use James' insights, and recent appraisals of his work, to offer specific theoretical insights for the study of SDP, with a particular focus on social actors in context.

Sport Development Index is a way to measure the improvement of sport development in a region. This research measures sport development by using sports human resource management in Padang as the indicator. The purpose is to discover the quality of sports human resource management in Padang examined from Sport Development Index and to analyze the availability of sports human resource. This research is conducted in Padang, West Sumatra Province, by taking data from 3 institutions as the scope of studies including the Education Authority, National Sports Committee of Indonesia (KONI), and a local non-formal institution. The research method applies qualitative and quantitative approaches. The qualitative data is collected through observation, document analysis and interview, while the quantitative data is taken by using a norm method of Sport Development Index. The result shows that the number of sport development in Padang based on the index of sports human resource management is 0.00082. According to the Sport Development Index, this number is within the range of 0.000-0.499. It means that sports human resource management belongs to low category quantitatively and qualitatively, or in the other words the quantity is deficient and the quality is low. To conclude, the sport development in Padang belongs to low category, thus the regional government needs to pay more attention and improve the sport development in the city.

Because sport team identification plays an important role in facilitating higher levels of sport attendance and consumption , sport management and marketing professionals are often interested in determining variables that serve as antecedents of identification. Some authors have suggested that the need to belong may be one such variable . Thus, two studies were designed to examine the relationship between need to belong and identification. Study 1 involved 119 US college students completing measures of demographics, identification, fandom, and the need to belong. Consistent with expectations, the need to belong was positively correlated with level of identification with a local sport team, but not identification with a distant team or mere sport fandom. Study 2 contained a sample of 100 Greek university students and replicated the positive relationship between identification with a local team and the need to belong. Discussion centres on the causal relationships among the variables, implications for fans of distant teams, and suggestions for sport marketers and managers.

The purpose of our research is to examine the effect of job satisfaction on organizational culture of staff working in public and private sports organizations. The universe of our research is made up of public and private sports organization staff. Our sample is composed of staff working in public and private sports organizations in Aegean Region. As a data collection tool in the research, Personal information form, Minnesota job satisfaction scale, and Denison organizational culture scale have been used. The first validity and reliability studies of the Minnesota job satisfaction scale were conducted by Baycan (1985) with an alpha coefficient of 0.77. Reliability value was found to be 0.87 by Özdayı (1990). The confidence scale (Cronbach Alpha) adapted by Denison organizational culture scale to Gökşen (2001) and later (2002) was found 0.96.Through descriptive statistics, frequency, arithmetic mean, standard deviation values are determined. The Kolmogorov-Smirnov Test was used at 0,...

Objetivo do estudo: Apesar da existência de oportunidades de desenvolvimento de marcas dos atletas, em esportes menos populares os atletas encontram dificuldades neste tema. Portanto, o presente estudo teve como objetivo contribuir com a literatura existente sobre a marca do atleta, fornecendo uma compreensão melhor e holística da marca do atleta em esportes menos populares.Metodologia: Empregamos a abordagem triádica que envolveu três partes interessadas: Atleta, fãs e mídia, para explorar fatores importantes nas estratégias de marca do atleta em esportes menos populares..Originalidade/Relevância: Há menos foco no esporte menos popular e na marca de seus stakeholders. Com o crescente interesse dos fãs por esportes menos populares e seus atletas estão ganhando mais atenção do que nunca. Assim, o estudo optou por discutir um fenômeno ignorado no contexto da marca do atleta.Principais resultados: Os resultados identificaram quatro temas principais e oito subtemas associados com base n...

Since its creation in 1903, the Tour de France has remained the biggest of all professional cycling events. This chapter aims to present three aspects of the economic history of the Tour de France and what they tell us about the economic history of sport. First, the Tour has always been owned by private newspaper and media companies. This is why I analyze the level and composition of these companies’ turnover, their business strategies and the reasons for their overall success. Second, Tour riders have always been professionals. This is why I analyze riders’ incomes and prize money and their distribution, which shows clear “winner-takes-all” aspects. Third, the demand for sport shows by Tour spectators reveals broad trends in Europe’s economic history since the early 20th century: the diffusion of bicycles, newspapers and mass consumption, the increase in leisure time, and the advent of the mass media.

The aim of this study is to examine the correlation between the future perceptions of the students of the sports management department and their time management behavior. For this purpose, Gazi, Selçuk, Muğla and Fırat University Sports Sciences Faculty, Sports Management students (n = 770) participated in the questionnaire voluntarily. The socio-demographic information form of the volunteers was applied to the future time perception scale developed by Husman and Shell (1996) and the Time Management Behavior Scale developed by Britton and Tesser (1991). The obtained data was recorded with the package program "IBM SPSS 22". Mann Whitney U, Kruskal Wallis, Spearman Correlation Analysis for the Correlation between future time sense and time management behavior were applied as a statistical process. As a result, there was a significant Correlation between gender, university and class, time management behaviors, gender, university and class variables. Furthermore, a too weak Co...

Football is one of the most rooted sports worldwide attracting millions of spectators, but clubs face an increasing competition of other leisure activities. Understanding how to increase spectators' behavioral intentions towards their favorite football teams is paramount for sport managers, given that a behavioral intention represents a measure of how much a person is willing to engage in a specific behavior. Thus, the purposes of this study were (1) to explain the role of spectators' behavioral intentions, and to highlight its antecedents within the football context. In doing so, this study starts by providing a review of consumption-related aspects that have been associated with football spectators' behavioral intentions, such as emotions experienced during the games, service quality, team brand associations and satisfaction. Subsequently, the main findings from previous studies conducted with football spectators are highlighted and managerial implications are suggested in order to aid football clubs at providing good overall consumption experiences to their spectators, and thus contributing to increase attendance levels. Finally, future research avenues are suggested in order to expand our understanding on how to strengthen the link between football spectators and their teams, with subsequent associated benefits.

Although empirical and theoretical examinations of sport fans and spectators appear to be increasing, there is still limited information on cross cultural analyses of fandom. To partially fill this research void, the current investigation involved an examination of sport fandom in Greece. Specifically, four research questions were reviewed: "To what degree do male and female Greek university students engage in behaviors commonly associated with sport fandom?", "To what extent do parents, friends / peers, school and community contribute to their socialization into the sport fan role?", "Which one of the aforementioned socialization agents is most influential?", and "How strongly do students identify with their favorite team?" The questions were answered by testing a convenience sample of 351 students at the department of physical education and sport sciences of a metropolitan university in Greece. The participants completed a questionnaire packet assessing demographic, sport fandom, sport fan behaviors, team identification, and the impact of various socialization agents. The results revealed a number of interesting findings including gender differences in sport fandom (males greater than females), the importance of fathers as a agent of socialization, and the large percentage of Greek teams listed as one's favorite team. In the Discussion section, the current work is compared and contrasted with research of fans from other cultures, namely North America and Norway.

In the sport management literature, limited attention has been devoted to the conceptualization and measurement of fan engagement. Two quantitative studies were completed to validate the proposed fan-engagement scale composed of three defining elements (management cooperation, prosocial behavior, and performance tolerance). The results from Study 1 provide evidence of convergent and discriminant validity for the threefactor model of fan engagement. In Study 2, we assess nomological validity by examining the antecedents and consequences of fan engagement and found that team identification and basking in reflected glory played a particularly important role in increasing the three dimensions of fan engagement. Furthermore, the results indicate that performance tolerance has a positive effect on purchase intention. These findings highlight the importance of the sequential relationships between team identification, performance tolerance, and purchase intention.

Destinado a profissionais de educação física ou interessados nos fundamentos básicos da Gestão, Compliance e Marketing no Esporte;
Aimed at physical education professionals or those interested in the basics of Sports Management, Compliance and Marketing

Previous studies have indicated that young students who play sports look up to professional athletes and perceive these athletes as their role models. However, empirical studies that examine such perceptions comprehensively have not been conducted. In order to fill this gap in the literature, the current study developed a multi-dimensional scale to measure college student athletes' attitudes toward professional athlete role models. The eight-factor sports role model scale has 40 items. The results of this study indicate that student athletes observe and emulate the eight dimensions of their sports role model's behavior on and off the court in order to become like that role model. Such findings support social learning theory in the sport management discipline.

Streszczenie: W artykule została przedstawiona logistyka organizacji wybranej imprezy sportowej. Autorzy omawiają podstawy teoretyczne terminu imprezy sportowej oraz jej organizacji. W dalszej części artykułu opisane zostały główne fazy organizacji imprezy, opis regulaminu, jako najważniejszego dokumentu gwarantującego sprawne przeprowadzenie imprezy, warunki sprawnego przeprowadzenie imprezy sportowej oraz specyfikę logistyki imprezy sportowej. Analizowanym przedsięwzięciem sportowym był X Polsko-Ukraiński Festiwal Siatkówki organizowany przez KU AZS Politechnika Częstochowa. Słowa kluczowe: impreza sportowa, sport, logistyka Wprowadzenie W literaturze naukowej oraz w słownikach obcych termin impreza oznacza przedsięwzięcie, zazwyczaj jednorazowe, najczęściej z udziałem publiczności, o różnym charakterze. Z uwagi na charakter imprez wyróżnia się m.in. imprezy sportowe, zabawę, koncert itp.. W przypadku imprez sportowych wyróżnia się dwie kategorie: zawody, gdzie rezultat współzawodnictwa jest nieprzewidywalny, oraz widowiska wyreżyserowane, gdzie wynik jest powszechnie znany i nie zawsze jest on najważniejszym w danej imprezie. 1 W literaturze można także spotkać liczne definicje terminu widowiska sportowego i tak według Czesława Matusewicza widowiskiem sportowym jest zdarzenie społeczne dostępne percepcji wzrokowej o charakterze sportowo-rekreacyjnym, zaistniałe z racji organizowanej rywalizacji sportowej zawodników, przebiegające zgodnie z uznanymi regułami (przepisami), w którym uczestniczą jako strony, sędziowie, organizatorzy i widzowie tworzący widownię. 2 Inną definicję tego samego terminu podaje Mosz według którego pojęcia widowiska sportowego używa się w dwóch przynajmniej znaczeniach:-neutralnym jako określenia będącego synonimem pojęcia wydarzenia sportowego, wskazującego na atrakcyjność zawodów sportowych, 1 Ryba B., Organizacja imprez sportowych (wyd. III), Polska Korporacja Menadżerów Sportu,

Attending live sporting events is a popular leisure and entertainment activity in contemporary European societies, none more important than football (the sport Americans refer to as soccer). For example, according to Deloitte’s (2014) annual report about the football industry, the top 20 European clubs generated combined revenues of over €5.4 billion in 2012-13, including almost €1.2 billion in gate receipts. However, due to myriad aspects such as the difficult economic environment in many countries, the increased competition of other leisure/entertainment activities, the importance of selling broadcasting rights, and the development of new technologies, clubs now face the challenge of retaining and even increasing this high demand. In this sense, clubs need to look for the games as regular opportunities to strengthen the link with current and prospective spectators by providing memorable consumption and/or entertainment experiences that include more than just the competition between two teams on the field, court, ice, track, or better yet, the stage.

Manchester City won the League Cup for the fifth time in the last seven seasons and have now won seven of the total of 15 domestic men’s trophies available in the last five years,  more than any other team. The Club performed well in the other three major competitions,
finishing runner-up in the Premier League, reaching the semi-final of the FA Cup and the quarter-final of the UEFA Champions League (UCL) and were also winners of the Community Shield in August 2019.
As a result of the COVID-19 pandemic, the 2019-20 Premier League season was officially  paused on 13 March 2020, two days after Manchester City’s game against Arsenal was  postponed as a ‘precautionary measure’. The season resumed on 17 June 2020, with
the remaining games played without spectators in line with UK government directives.
The Directors are cognisant of the impact of the COVID-19 pandemic on Manchester City  staff, supporters, partners, suppliers and the wider community, and substantial efforts have  been and will continue to be made to support and protect these groups in wide-ranging
ways. To help plan the most effective and appropriate response, the Club contacted local  charities, residents’ associations and community groups as well as major institutions.
Manchester City worked in close partnership with the NHS and Manchester City Council to deliver a wide range of activities, including the provision of the Etihad Stadium and wider
Campus to support the delivery of key services, testing and support facilities. For staff,  as well as ensuring compliance with UK government directives to avoid non-essential travel  and maximise homeworking, a decision was made not to furlough any staff, and wideranging support was provided to help address the challenging circumstances. A range of
initiatives were created for supporters, including phone calls from staff and players to fans aged over 60, new opportunities for virtual connectivity in place of in-person experiences, and the provision of flexible options for ticketholders.

The purpose of this paper is to report on an in-house, in-seat marketing survey of a professional National Hockey League (NHL) hockey team. A total of 1,783 surveys were collected over a five game period. The data collection instrument was designed by the marketing and ownership group of a professional NHL franchise. Specific research questions examined issues ranging from ticket usage, demographics, motivation to attend, barriers to future attendance, customer satisfaction, intent to purchase and media preferences of ice hockey spectators. Results indicate a very distinctive pattern

In this research the questions “What are critical success factors in sport sponsorship deals?” and “How are sponsorship deals in esport beneficial for the sponsor?” are answered through a literature review on sports sponsorship and a discussion of the main themes that emerged.
The literature review showed models and theories that cover different phases of sport sponsorships, which helped answering the questions eventually.
It was concluded that several key success factors in various phases in sponsorships determine outcomes. However, they are dynamic and complex in nature which makes sponsorships very context specific.
It was furthermore found that the sponsor benefit from sport sponsorships in terms of sales, market share, brand equity, image transfer, and competitive advantage.

Sponsorship studies have generally been focused on attitudinal measures of fan loyalty to understand the reactions to abstract sponsors. This study examines the relationships between both attitudinal and behavioral loyalty with sponsorship awareness, attitude toward two actual sponsors, and purchase intentions. Data were collected among fans of a professional soccer team, and the results of a structural equation model provide evidence that attitudinal loyalty impacts the attitude toward both sponsors and purchase intentions. Behavioral loyalty influences sponsorship awareness, and impacts differently the attitude and purchase intentions toward each sponsor. Sponsorship awareness influences significantly the attitude toward both sponsors, while the attitude toward the sponsor was the strongest predictor of purchase intentions. These findings highlight the importance of examining actual sponsors and suggest managerial implications, such as the need for sponsors to help attract fans to the stadium and to design additional activation strategies to improve sponsorship value.

This research focused on the impact of customer service quality on business performance in the hospitality industry in Qatar. The study centered on determining the impact of customer service quality (reliability, responsiveness, assurance, empathy and tangibles) on the business performance of hotels in the Qatari hospitality industry. Primary data were collected from 243 tourists of ten 5-star hotels in Qatar using structured questionnaire. Multiple regression and analysis of variance were the statistical tools employed for data analysis and interpretation. The findings of the study revealed that reliability, responsiveness, assurance, empathy and tangibles had a significant impact on business performance of hotels in the Qatari hospitality industry. Therefore, the study reached the conclusion that service quality had a significant impact on the business performance of hotels in the Qatari hospitality industry. The paper is of specific relevance to the Qatari hospitality industry as it is witnessing steady growth and there is an emphasis on the improvement in service quality for sustainable business performance.

This research aims to examine football fans’ awareness of their team sponsors and to compare sponsorship awareness  between season ticket holders and casual spectators. Data was collected from among fans of a professional football team and results revealed that spectators recall ‘top of mind’ those sponsors with their logo displayed on the team shirts. Thus, being visible from the stadium stands is important to ensure recall rates. Fans are typically able to properly recognise sponsors and non-sponsors of their team. However, some competitor brands engaged in football sponsorship are incorrectly recognised as sponsors of a team. Finally, the number of brands recalled and recognised correctly by season ticket holders is significantly higher than for casual spectators. The research findings, managerial implications, limitations and future research directions are discussed.

Bu kitabın basım, yayım ve satış hakları Anadolu Üniversitesine aittir. "Uzaktan Öğretim" tekniğine uygun olarak hazırlanan bu kitabın bütün hakları saklıdır. İlgili kuruluştan izin almadan kitabın tümü ya da bölümleri mekanik, elektronik, fotokopi, manyetik kayıt veya başka şekillerde çoğaltılamaz, basılamaz ve dağıtılamaz.

Studying sport in the academia has been in existence for several decades. The educational pursuits in sport have been rooted in such disciplines as history, management, sociology, marketing, organisational behaviour, and law. Communication is another of these established academic disciplines upon which the study of sport has been juxtaposed. One way for the intersection of sport and communication -sport communication -to continue to grow as its own academic discipline is through defining the field itself. Therefore, this analysis proposes a unified definition for the academic study of sport communication and examines the unique and integrated elements involved. Such a definitional inquiry assists in the development of the disciplinary parameters and research possibilities of the field of sport communication.

Athletes often use social media to help build their personal brand, communicate with stakeholders, and promote endorsements. Research suggests that athletes who elicit greater engagement on social media are more valuable to endorse brands than those who simply have a large number of followers. From a regulatory perspective, it is important for athlete endorsers to disclose the commercial nature of sponsored posts. Therefore, based on social influence theory (SIT), the purpose of this study was to examine Olympic athletes' follower engagement on social media with a focus on brand mentions and disclosures of the relationships. Utilizing a content analysis of 190 US Olympic athletes' tweets during the 2018 PyeongChang Games, findings revealed statistically significant differences in follower engagement based on the athlete's gender. Non-brand-related posts received statistically significant greater engagement than brand-related posts, and only 12.90% of the posts that mentioned a brand disclosed a brand relationship. Implications and future research also are discussed.

After the 1990’s, the changes in the football world had helped to develop and to grow the economy of football rapidly. The development of digital broadcasting led to build a bigger commercial structure. With the effect of those changes, commercial incomes, sponsor revenues, stadium and facilities incomes, and betting incomes have increased over time. This rapid change also brings several problems. UEFA has published UEFA criteria in order to protect football’s sustainability and viability in a long term. Depending on license criteria that is published by UEFA, it has used a road map for football clubs, regarding of corporate structure of UEFA to work, that identified the general rules like in a company structure and management that should be all the necessary factors of production in a systematic and effective way in order to transform football clubs to a corporate organization and make them sustainable. With this out of the common guide explains readers how to run a club in today’s demanding, high competitive and high-tech environment and, establish its brand, and bring in the revenue required to ensure long-term success. Those who manage and lead clubs will find that they can improve a successful business plan of their club mission and have the instruments to develop and sustain organizations that are feasible and financially wealthy and that satisfy the needs of footballer and those who support them.

The purpose of this study was to present a framework to aid understanding athlete brand life cycle and how to extend it. A thorough review of the literature was conducted to create the proposed framework. Five stages were identified including brand introduction, brand growth, brand maturity, brand decline and brand reinvention, as well as athlete capital that may occur for some athletes. This study extends prior research by providing an initial idea on how to develop and manage an athlete brand life cycle throughout his/her career.

Purpose - This paper examines how reference to a rival or favorite sports team within cause-related sports marketing (CRSM) campaigns affects fans' intentions to support the cause. The purpose of the studies is to assess the perils of featuring a specific team in league-wide activations of cause-related marketing.
Design/methodology/approach - The research comprises three experiments. Study 1 employs CRSM advertising to test fans' responses when rival or hometown team imagery is featured by Major League Baseball (MLB). Studies 2 and 3 utilize a press release to activate a cause partnership in MLB and the National Basketball Association (NBA) and assess the potential influence of team involvement and schadenfreude toward the rival team.
Findings - Contrary to previous research, results demonstrate that rival team presence in league-wide activation can reduce intentions to support the cause effort across both leagues, but not in all circumstances. The influence of rival team exposure on perceived sincerity is moderated by team involvement with the cause in MLB, but not the NBA. However, sincerity consistently enhances cause support across all studies. While conditional effects of schadenfreude are noted, it is not a significant moderator of cause support.
Research limitations/implications - This research exposes the nuance of league-wide CRSM activations. Specifically, the rival team effect on perceived sincerity seems to be league dependent, and subject to team involvement with the cause. Moreover, these results are limited to the leagues studied.
Practical implications - League administrators and their cause-related partners should exercise due diligence when promoting their affiliation using specific teams and levels of involvement with the cause.
Originality/value - These studies produce results that differ from the limited prior research within the domain of league-wide CRSM, and therefore advance the conversation regarding how best to activate such campaigns.

This paper argues for Grounded Theory (GT) to be more widely used to allow emergence of socially constructed sport related processes. The aim of GT is to explain social phenomena and the resources that are required to support social processes. GT is attractive to researchers as it uses the natural setting where the phenomena studied takes place to examine and understand social constructions. This paper demonstrates the importance of using GT by using a sport management study to exemplify GT processes and assess its efficacy in the discipline. Integration of GT method will strengthen sport management research and enable researchers understand social constructions associated with sport.

After the 1990’s, the changes in the football world had helped to develop and to grow the economy of football rapidly. The development of digital broadcasting led to build a bigger commercial structure. With the effect of those changes, commercial incomes, sponsor revenues, stadium and facilities incomes, and betting incomes have increased over time. This rapid change also brings several problems. UEFA has published UEFA criteria in order to protect football’s sustainability and viability in a long term. Depending on license criteria that is published by UEFA, it has used a road map for football clubs, regarding of corporate structure of UEFA to work, that identified the general rules like in a company structure and management that should be all the necessary factors of production in a systematic and effective way in order to transform football clubs to a corporate organization and make them sustainable. With this out of the common guide explains readers how to run a club in today’s...

This paper investigates the mechanism under which attitude formation takes place in corporate co-branding in the context of sport sponsorship. We developed a conceptual model that syntbesises three theoretical frameworks (evaluative conditioning, relationship marketing and brand equity), aiming to explain corporate co-branding in the context of sport sponsorship. Specifically, the proposed model posits that, in sport sponsorship, close consumer relationships with a sport brand leverage sponsor brand equity elements (brand familiarity, brand personality and brand image) and can lead to positive outcomes (wordof-mouth communications). We tested the proposed model using data collected from fans of two professional soccer teams {N= 280).The results of the study confirmed the proposed relationships and furtber provided new insights regarding the role of brand equity elements in creating 'backward' effects to the sport brand (team). Moreover, the findings suggest that sport sponsorship might be the ideal context for co-branding partnerships between mature/ high-equity brands.