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1 – 3 of 3Chen Chen and Timothy Kellison
This paper aims to explore what environmental justice (EJ) can offer to sport management research and highlights the urgency for sport management scholars interested in…
Abstract
Purpose
This paper aims to explore what environmental justice (EJ) can offer to sport management research and highlights the urgency for sport management scholars interested in environmental and ecological issues to engage with EJ as an important research agenda.
Design/methodology/approach
This paper is primarily a position and conceptual paper. Drawing from multidisciplinary literature (e.g. critical human geography, environmental sociology, Indigenous studies and postcolonial studies), it provides an overview of the major conceptualizations of EJ and discusses important premises for sport management researchers to engage with EJ topics.
Findings
EJ offers opportunities for sport management researchers to form stronger analyses on existing racial, socio-economic, and gender-related inequities manifest in the sport industry. The incorporation of EJ can strengthen the emerging sport ecology research in sport management and offer opportunities for sport management researchers to form stronger analyses on existing racial, class and gender-related inequities manifest in the sport industry.
Originality/value
It provides a critical and original intervention to the sport management literature. EJ's emphasis on power and its position at the convergence of social movements, public policy, and scholarship hold important potential for sport management researchers to advance scholarship with “actions,” addressing environmental harms and seeking practical solutions for enhancing communities' well-being.
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Dalia Sedky, Wael Kortam and Ehab AbouAish
The purpose of this study is to examine how sports marketing can attract audiences towards less popular sports.
Abstract
Purpose
The purpose of this study is to examine how sports marketing can attract audiences towards less popular sports.
Design/methodology/approach
A total of 22 interviews were conducted first to explore the opinions of sports professionals about how audiences can be attracted towards less popular sports. Then 479 responses to an online questionnaire were collected. The online questionnaire includes a pretest-posttest experiment in which each respondent has watched a video. Confirmatory factor analysis, reliability test and hierarchical regression analysis have been performed.
Findings
The elements of sports marketing that can help to attract audiences towards less popular sports are sports media, sports advertising, star athlete and sports sponsorship. The performance of national teams moderates the relationship between sports advertising and attraction towards less popular sports.
Originality/value
To the best of the authors’ knowledge, a definition of sustainable sports marketing is introduced for the first time. Sustainable sports marketing can be defined as the continuous implementation of marketing activities in the sports context to ensure the continuous existence of the sports themselves (all types of sports) and the prosperity of future generations. Elements that can attract audiences towards less popular sports have been examined for the first time.
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Mark van Rijn, Samuel Kristal and Jörg Henseler
The purpose of this paper is to explore the reasons for the discontinuation of sports sponsor–sponsee relationships and categorize them. Despite the negative outcomes of a…
Abstract
Purpose
The purpose of this paper is to explore the reasons for the discontinuation of sports sponsor–sponsee relationships and categorize them. Despite the negative outcomes of a sponsorship dissolution, research on this topic is rather scarce.
Design/methodology/approach
The paper relies on an analysis of 24 historical cases and 19 in-depth interviews focusing on the Dutch soccer league. Several sponsorship disruptors are identified and clustered into four categories.
Findings
The four categories for sponsorship dissolution are the following: sponsor-related factors, sponsee-related factors, inter-relational factors and external factors. In total, ten sponsorship disruptors are identified: insufficient value creation, objectives achieved, sports results, signal to society, exclusivity, negativity, personal relationship, changed marketing strategy, financial situation and legislation and regulation.
Research limitations/implications
This study primarily investigates soccer sponsorship cases. Future research could investigate other sponsorship areas, which could yield different reasons for sponsorship termination.
Practical implications
Practitioners are advised to view the sponsorship relationship as a strategic alliance, rather than a resource, from the beginning of the sponsorship. A solid relational framework is needed, which is built around the elements of trust, commitment and collaborative communication. If such a foundation does not exist or has eroded, the sponsorship relationship is fragile and can be endangered by various factors.
Originality/value
This study uses inductive reasoning to devise a framework that enables sponsees to anticipate when sponsors are likely to discontinue their sponsorship such that the sponsees can take actions accordingly. Apart from validating existing reasons for sponsorship dissolution, this research also presents novel and previously undiscovered sponsorship disruptors.
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