International Journal of Sports Marketing and Sponsorship: Volume 20 Issue 1

The relationship between sports sponsorships and corporate financial returns in South Africa

Julian Blake, Sonja Fourie, Michael Goldman

Sponsorship is a major contributor to income in the South African sports arena, and is a critical component allowing sports unions to remain financially viable and sustainable…

Sponsorship antecedents and outcomes in participant sport settings

Terry Eddy, Benjamin Colin Cork

The purpose of this paper is to measure participants’ sponsorship awareness, and assess a model designed to predict participants’ behavioral intentions toward the sponsors of the…

Improving service-center employees’ performance by means of a sport sponsorship

Ulrik Wagner, Kristian Rune Hansen, Mette Lund Kristensen, Malene Josty

Sponsorships targeting an internal audience, e.g. employees, are still under-researched. The purpose of this paper is to investigate how employees perceive and evaluate a…

User engagement and gratifications of NSO supporters on Facebook: Evidence from European football

Nikita Osokin

Building on the findings of previous related literature, this paper adopts the uses and gratifications (U&G) theory to analyze how social media users engage with content posted by…

Blinded by the sand of its burrowing? Examining fans’ intentions to follow one-day cricket on TV with a moderating effect of social influence

Muhammad Kashif, P.M.P Fernando, S.I. Wijenayake

The purpose of this paper is to investigate the effect of patriotism, nostalgia, drama and excitement of the game, and interest in star players to predict fans’ intentions to…

Consumer acceptance of sports wearable technology: the role of technology readiness

Taejung Kim, Weisheng Chiu

The purpose of this paper is to investigate consumers’ acceptance and use of sports and fitness wearable devices based on technology readiness (TR). In addition, the technology…

Differences of perception between private and public officers in an organizing committee concerning stakeholders of an international sporting event

Taeyeon Oh, Jihyeon Oh, Junhee Kim, Kisung Dennis Kwon

The purpose of this paper is to investigate the perception of public and private officers of stakeholder at the PyeongChang Winter Olympic Games 2018. This event was selected as…

European football supporter attitudes toward ambush marketing

Nick Burton, Simon Chadwick

The purpose of this paper is to explore attitudes towards ambush marketing at the 2016 Union of European Football Associations European Championships, seeking to examine fan…

Examining fan engagement through social networking sites

Thiago Oliveira Santos, Abel Correia, Rui Biscaia, Ann Pegoraro

The purpose of this paper is to conceptualise and measure the construct of fan engagement through social networking sites (SNS).

Determinants of audience demand for the televised professional baseball matches in Korea: An analysis of the post-season matches from 2008 to 2016

Yoonji Ryu, Kihan Kim, Jong Won Paik, Yunjae Cheong

The purpose of this paper is to examine factors influencing the audience demand for televised post-season games of the Korean professional baseball league.