International Journal of Sports Marketing and Sponsorship: Volume 25 Issue 3

Elite versus grassroots sports events sponsorship in China: an exploration of sponsors’ motives and objectives

Qian Wang, Stéphan Fuchs, Guillaume Bodet

This study explores the motives and objectives of sports sponsorship in China, taking into account the sports, social and cultural contexts. It also adopts a comparative approach…

Fan conflict or complement? Exploring the intersection of sports betting and team loyalty

Brendan Dwyer, Stephen L. Shapiro, Joris Drayer

The purpose of this paper was (1) to examine the underexplored intersection of sports betting and favorite team loyalty, and (2) to assess differences in gambling behavior among…

Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements

Halil Erdem Akoglu, Oğuz Özbek

The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.

Sports ambassadors and destination image: a fuzzy set analysis

Natalia Vila-López, Inés Küster-Boluda, Cristina Aragonés-Jericó, Francisco Sarabia-Sánchez

This paper aims to identify different combinations of causal conditions (celebrity attributes) that explain our outcome: destination image. More specifically, three main research…

Let's run green! Impact of runners' environmental consciousness on their green perceived quality and supportive intention at participatory sport events

Yu Huang, Weisheng Chiu

Sustainability is a major global concern, and research has suggested a bidirectional relationship between participatory sport events and the natural environment. Against this…

The role of destination personality in the relationship between destination image and behavioral intention among ski tourists

Qiang Zhang, Brian Yim, Kyungsik Kim, Zhibo Tian

The aim of this study was (1) to investigate the relationship between destination image (DI), destination personality (DP) and behavioral intention (BI) in the context of ski…

The more we post, the better? A comparative analysis of fan engagement on social media profiles of football leagues

Edgar Romero-Jara, Francesc Solanellas, Samuel López-Carril, Dimitrios Kolyperas, Christos Anagnostopoulos

In a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The…

Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity

Hossein Mansouri, Abdullah Rasaee Rad, Rodoula H. Tsiotsou, Maizaitulaidawati Md Husin

The study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and…

Human capital development in sport marketing: industry insights

Brandon Mastromartino

The purpose of this study was to gather insights from sport marketing professionals and identify key opportunities, challenges and knowledge that sport marketing educators and…

The role of social and environmental sustainability on sportswear’s purchasing among European consumers

Michael Fuchs, Guillaume Bodet, Gregor Hovemann

While consumer preferences for sporting goods have been widely researched within sport management, literature is lacking on aspects of social and environmental sustainability…

Nostalgia-based marketing campaigns and sport participation

Norm O'Reilly, Caroline Paras, Madelaine Gierc, Alexander Lithopoulos, Ananya Banerjee, Leah Ferguson, Eun-Young Lee, Ryan E. Rhodes, Mark S. Tremblay, Leigh Vanderloo, Guy Faulkner

Framed by nostalgia marketing, this research draws upon lessons from ParticipACTION, a Canadian non-profit health promotion organization, to examine one of their most well-known…

Esports for development? Exploring esports player profiles and their development and well-being outcomes

Wonjun Choi, Wooyoung (William) Jang, Hyunseok Song, Min Jung Kim, Wonju Lee, Kevin K. Byon

This study aimed to identify subgroups of esports players based on their gaming behavior patterns across game genres and compare self-efficacy, social efficacy, loneliness and…