International Journal of Sports Marketing and Sponsorship: Volume 25 Issue 4

Identifying online sports betting motivations associated with betting intention

Hyunseok Song, Kevin K. Byon, Paul M. Pedersen

To extend research into sport consumer behaviors related to online sports betting, this study is designed to identify and examine the relationship between online sports betting…

Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy?

Bülent Aras, Meltem Özel

The purpose of this study is to evaluate how Qatar Airways’ sponsorship of FC Barcelona affects Qatar’s sports diplomacy and brand awareness. It focuses on the sponsorship’s…

From love to betrayal? When your team’s sponsor decides to also sponsor your rival

Charitomeni Tsordia, Yannis Lianopoulos, Vassilis Dalakas, Nicholas D. Theodorakis

The aim of this research was to investigate fans’ responses toward a sponsor that has had a long-standing sponsorship deal with a club and decided also to sponsor the club’s rival.

Symmetric and asymmetric modeling to examine individuals’ intention to follow fitness YouTube channels: an integrated perspective of the UTAUT2 and UGT

Weisheng Chiu, Doyeon Won, Jung-sup Bae

The current study aims to explore the determinants of user intentions towards fitness YouTube channels, employing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2…

Examining the relationship among constraints, facilitators and ski participation in the host city of the 2022 Winter Olympics

Yiqi Yang, Eric Macintosh, Xiaoyan Xing

The study’s purpose is to investigate the constraints and facilitators influencing skiing participation in Beijing. This research includes three segments based on the frequency of…

The gendered plate: gender-specific food perceptions and sport sponsorship

Umer Hussain, Han Ma

This study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in…

Exploring the impact of athlete brand image on fans’ behavioural outcomes: the role of emotional attachment and perceived price value

Longzhao Zheng, Ying Xu

This study aims to explore the impact of athlete brand image on fans’ social media engagement, purchase intentions, and also examines the mediating role of emotional attachment on…

Sports celebrities and advertising on Instagram: a case study of brand sponsorship in Spain

Maria-Teresa Gordillo-Rodriguez, Joaquín Marín-Montín, Jorge David Fernández Gómez

The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and…

Examining switching intention in professional sport: a push-pull-mooring perspective

Mikihiro Sato, Tomo Tokuyama, Shohgo Motoyama, Lance Warwick, Junko Deguchi

Drawing upon a push-pull-mooring model and the literature on behavioral loyalty, this research aims to examine the underlying factors and mechanisms that influence switching…

Consumer segmentation in esports: clustering via consumption motivation

Julia Rietz, Kirstin Hallmann

The study aims to provide a reference for market segmentation in a relatively new market. Esports consumer profiles are developed based on consumption motives, structural factors…

Virtual active sports: identifying main barriers and facilitators for casual fitness fans

Eugene Evsikov, Velina Hristova, Ivo Vlaev, Sonya Karabeliova

The aim of this study is to utilise the Theoretical Domains Framework (TDF) to identify the main barriers and facilitators of positive attitude towards trying Virtual Active…

The national rugby league and the Bundesliga: a study of brand hate

Simon Beermann, Kirstin Hallmann, Geoff Dickson, Michael E. Naylor

This study examined brand hate within the context of the (German) Bundesliga and (Australian) National Rugby League (NRL). The study pursued two research questions: (1) What types…