International Journal of Sports Marketing and Sponsorship: Volume 24 Issue 5

Drivers of the perceived social impact of the Super Bowl: mediation and moderation analyses

Ji Wu, Madeleine Orr, Yuhei Inoue, Yonghwan Chang

Building on the social leverage model (SLM), this study aims to examine the influence of event-related attributes on residents' perceived social impact of a major sport event, as…

Sport consumers: perceiving and enjoying danger in American football

T. Bettina Cornwell, Ravi Pappu, Eric Setten

The purpose of this paper is to better understand how consumers perceive and process danger in American football and why they continue to enjoy watching the sport given society’s…

Examining valuation of corporate naming rights partnerships in collegiate sports and their impact on consumer behavior

Brett Centracchio, Nels Popp, Jonathan A. Jensen

Most college athletics department have not sold corporate naming rights to their athletics facilities. Popp et al. (2016) suggests two primary reasons: (1) difficulty in…

Sports fashion and sustainability: a perfect match?

Cristopher Siegfried Kopplin

Sports fashion is marketed showing happiness, physical performance and self-care. Thus, sports fashion brands should see a good fit with sustainability: future orientation…

The outcomes of social capital among event runners: quality of life considerations

Ran Zhou, Kyriaki (Kiki) Kaplanidou

Mass participation sport events, such as running events, have the potential to foster social capital among event participants. The purpose of this study is to investigate the…

Taking fan engagement to a new level – assessing sports consumer interest in virtual environments and Web3 activations

Joern Schlimm, Christoph Breuer

This paper explores sports consumer interest in virtual environments (VE) and Web3 activations, specifically how the level of psychological involvement, consumers' generational…

Once upon a time: using brand stories to sell signature sneakers

Antonio Williams, Yoon Heo

Storytelling has long been a popular strategy in marketing. Despite its ubiquity, the influence of storytelling in the sport marketing literature has not been investigated…

The impacts of social needs and game playing type on esports consumers' positive eWOM sharing: applying the FIRO theory

Deokkyung Ock, Yongjin Hwang

The current study aims to examine esports consumers' social needs (inclusion, affection and control) as antecedents of positive eWOM intention. Additionally, the moderating…

Co-branding drivers between professional sport organizations and on-field sports apparel sponsors

Hossein Abdolmaleki, Sardar Mohammadi, Mehdi Babaei, Behzad Soheili, Geoff Dickson, Dan Funk

This study aims to investigate drivers of co-branding, and the relative strength of these drivers within the Persian Gulf Pro League (PGPL). The study examines sport sponsorship…

Stakeholders' “voice” through social media: the case of corporate social responsibility in sport

Yoseph Z. Mamo, Christos Anagnostopoulos

Previous corporate social responsibility (CSR) research has mainly revolved around the “usual target” (that is, fans and consumers) that invest money, time and energy in…

Customer engagement on social media: an examination of NFL teams’ Instagram posts

Wenche Wang

Social media enables sport organizations to connect with customers in a dynamic, ubiquitous, and timely manner. Although these organizations routinely use social media, the best…

Consumer perceptions of a secondary ticket market: the case of StubHub and major league baseball

Ali B. Mondt, Yohan Lee, Stephen L. Shapiro, Alan Morse

This study aims to examine how the partnership between StubHub and MLB affected consumers' perceptions of StubHub. The case of StubHub and MLB was selected based on their…

Government-public relationships in the context of mega sport events: conceptualisation and scale development

Sungkyung Kim, Argyro Elisavet Manoli, Do Young Pyun, James Andrew Kenyon

Enthusiasm for hosting mega sport events has been dampened mainly due to the opposition of local communities. Although the use of public relations that aims for two-way…