International Journal of Sports Marketing and Sponsorship: Volume 18 Issue 4

The expected social impact of the Winter Olympic Games and the attitudes of non-host residents toward bidding: The Beijing 2022 bid case study

Dongfeng Liu, Christopher Hautbois, Michel Desbordes

Using Beijing’s bid for the 2022 Winter Olympic Games as an example, the purpose of this paper is to explore the expected social impact of mega-sporting events, as perceived by…

Mary Ann to her Ginger: comparing the extended brand identity of two elite female athletes

Jami Lobpries, Gregg Bennett, Natasha Brison

The purpose of this paper is to compare the extended brand identities of two elite female athletes. Specifically, this exploratory case study assessed the extended brand…

Retrospection and state of sports marketing and sponsorship research in IJSMS from 1999 to 2015

Chang-Hyun Jin

Based on the increasing significance and proliferation of sports marketing and sponsorship, it is important to explore the state of sports marketing and sponsorship research…

A model bridging team brand experience and sponsorship brand experience

Rui Biscaia, Galen Trail, Stephen Ross, Masayuki Yoshida

Previous research has focused on the antecedents of fan loyalty or the link between fans and the team on sponsorship reactions, but no comprehensive framework has been developed…

Stakeholder influence strategies in China: the case of Beijing’s MasterCard Center

Hanhan Xue, Dan Mason

The purpose of this paper is to examine influence strategies in organization-stakeholder relationships, by examining the National Basketball Association (NBA) and Anschutz…

The distant fan segment: Exploring motives and psychological connection of International National Basketball Association fans

Haozhou Pu, Jeffrey James

With the available technological tools, fans are able to access sport products regardless of geographic proximity. Through technology, fans can follow sports teams from other…