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In the highly competitive professional sports industry, managers of a newly established competition face many challenges, including “converting” or gaining the allegiance of new groups of consumers (fans, spectators) to their colors. One critical aspect in the converting process relates to the “ideal” game-day experience as perceived by would-be consumers. Gaining knowledge about this area could be critical to professional sport marketers in enhancing the perceived quality of sport events. This study examines the ideal football experience among 1,412 fans of an Australian A-League football (soccer) club. The importance of a lively atmosphere, that of high turnouts of spectators and the opportunity to watch quality and attacking football are highlighted in most comments, even relegating the game’s final score (winning) to a more marginal level of importance. Some of the implications of the findings for professional football marketers and avenues for future research are presented and discussed.

It is not uncommon for sports fans to follow multiple sports teams across different sports and even several teams across different leagues of the same sport. Whereas this might be considered a competitive situation, the purpose of this paper is to examine how interest in overseas football (soccer) leagues played a symbiotic role in the successful development of an Australian national soccer league.

Results of survey data are presented from two clubs in Australia's newly formed A‐League. Three surveys were conducted over a two year period with over 3,700 season ticket holders. Specific attention is paid to fans' previous interest and exposure to football, which is then related to attitudes and behaviour associated with the new clubs.

Interest in overseas clubs and leagues is found to be a major antecedent of interest in the Australian league. Those who follow teams in overseas leagues are more likely to be heavy consumers of the new local league than those who follow local leagues or had no prior experience. They also exhibit stronger attitudinal and behavioural loyalty, such as higher attendance and renewal rates of season tickets.

Recognising fan interest in multiple teams/leagues as positive involves a shift in management thinking away from a competitive to a collaborative stance. In this case, rapid adoption of new teams is encouraged by capitalising on strong interest in overseas leagues. This requires careful structuring and branding of the competition that mimicks familiar foreign leagues, while minimising unfavourable comparisons in areas like quality of play.

This study capitalises on the rare opportunity to examine foundation teams in a new national league. The findings highlight the importance and value of taking a “global” perspective to the marketing of sports, and of carefully leveraging the interest in other elite competitions to build interest in new leagues.

The purpose of the paper is to contribute to the extant sport marketing literature by positing fan engagement, team brand image and cumulative fan satisfaction with the team as factors influencing attitudinal and behavioural soccer (football) fan loyalty, with enduring involvement with the team as a moderator.

A convenience sample of Australian A-League soccer fans completed a paper-and-pencil, self-administered survey to evaluate their team on the focal constructs. A total of 207 participants were recruited from a major Australian east-coast university.

Using partial least squares-structural equation modelling (PLS-SEM), the study found that fan engagement influences both team brand image and cumulative fan satisfaction, while team brand image also influences cumulative fan satisfaction, and both of these constructs influence attitudinal loyalty and behavioural loyalty. The moderating role of enduring involvement was also found for two relationships: team brand image → attitudinal loyalty and team brand image → behavioural loyalty, along with a mediating role of attitudinal loyalty.

This study increases our understanding of the reasons why soccer fans are committed to and exhibit fan-related behaviours for a team, thus contributing to the sports-marketing literature on the relationships amongst fan engagement, team brand image, cumulative fan satisfaction, attitudinal loyalty and behavioural loyalty, along with the moderating role of enduring involvement. The findings also assist sports-marketing practitioners to formulate more effective, fan-centric marketing-communication strategies leading to a larger loyal fan base.

The purpose of this paper is to review the cancellation of Australia's National Soccer League (NSL) competition and its replacement in 2004 with the corporatist A‐League which is based on the North American model of “one team one city”, no promotion and relegation, and private‐equity clubs. The authors believe that one of the aims of the A‐League and its “ground‐zero” ideology was to institute exclusion of the ethnic clubs that had formed the backbone of the NSL for 30 years.

Extensive literature search, participant‐observation, one personal interview and two group interviews were employed. People interviewed were the President of the Croatian community's Melbourne Knights Football Club, the Club Secretary of Melbourne Knights, and three leaders of Melbourne Knights’ MCF hooligan firm.

The authors observe the Football Federation Australia hiding behind the perceived scientific nature and technical veracity of budgeted accounting numbers to set the financial bar too high for the ethnic clubs to find a place in the brave new world that has been called “Modern Football”. However, capitalism creates its own discontents. Online forums and homemade fence banners are the new vehicles for dissent for the supporters of “Old Soccer”.

There is still only a small academic literature on Australian football and most of this has been written by humanities lecturers. The paper offers a business school perspective.

Revenue sharing is ubiquitous among North American professional sports leagues. Under pool revenue sharing, above-average revenue teams of a league effectively transfer revenues to below-average revenue teams. Herein, the authors find and prove that a league will vote into policy a pool revenue sharing arrangement if and only if mean team revenue is greater than presharing median revenue, where this condition is equivalent to the presence of positive nonparametric skewness in a league’s distribution of team revenues. This represents a median voter theorem for league revenue sharing.

The authors consider the case of revenue sharing for the National Football League (NFL), a league that pools and equally shares national revenues among member teams.

The authors find evidence of positive and significant nonparametric skewness in NFL team revenue distributions for the 2004–2016 seasons. This distribution is observed amid annual majority rule votes of League owners in favor of maintaining the incumbent pool revenue sharing model (as opposed to no team revenue sharing). Distribution of revenues – namely the existence of outlying large market NFL teams – appears to consistently explain the historical popularity of NFL revenue sharing.

The median voter theorem uncovered in the case of NFL applies to all professional sports leagues and can be used predictively as well as descriptively.

This paper investigates the role of competitive balance among teams in a league in predicting attendance at spectator sporting events. It also controls for the demographic and economic characteristics of the league's markets, and changes in the number of teams in the league. The research relies on a sample that includes 707 non-major professional team seasonal win-loss records (12,956 games) from five sports, aggregated into 75 seasons to develop a model consistent with extant literature. The authors find that competitive balance and average income in the league's markets are significant predictors of leaguewide attendance.

For managers of sports leagues, it is crucial to produce an attractive competition. For that to happen, it is vital to consider that leagues frequently have more sub-competitions than “just” the championship. In European top football leagues, for instance, four sub-competitions are common (championship, qualification for Champions- or Europa League, avoiding relegation). This paper introduces a new method for measuring competitive intensity (CI) in round-robin sports leagues considering all relevant sub-competitions and applies it to Germany's Bundesliga.

The newly developed model calculates a CI-Index for each sub-competition and the league as a whole. The application to the Bundesliga analyzes its viability and the development of the league's CI over the past 22 seasons.

The newly introduced CI-Indices prove to be a viable tool for evaluating a league's competitive intensity. The application to the Bundesliga shows that the seasonal CI dropped after 2009/10, which can mainly be attributed to a decline in the championship's CI.

The results show that it is important to facilitate a high CI in each of Bundesliga's four sub-competitions. Efforts have to be made to ensure that especially the Europa League remains as attractive as possible for the participating teams and their fans because this sub-competition constantly makes the greatest contribution to the seasonal CI.

The new method measures competitive intensity by quantifying the different sub-competitions and their contribution to the seasonal CI. This allows the organizers of sports leagues to assess the intensity of the individual sub-competitions as well as the league as a whole.

This paper aims to explore at what league size competitive balance reaches its best level through a longitudinal study and by using the English Premier League (EPL) as an example.

To test the influence of league size on competitive balance in the EPL, the authors first calculated competitive balance scores for 22 seasons between 1995/96 and 2016/17 under the existing 20 team system. They then calculated a further ten normalised competitive balance scores for each EPL season by adjusting the league size to examine the league size threshold at which competitive balance in each season of the EPL was at its best level.

The analysis indicates that the current league structure of 20 teams compromises the overall level of competitive balance in the EPL in comparison with a league comprising between 10 and 19 teams. However, the authors cannot pinpoint the precise league size at which the EPL is most competitively balanced, as no significant differences were observed between the competitive balance indices for these league sizes.

The findings of this study have practical relevance for league organisers and the Union of European Football Associations given that they themselves have stated that competitive balance will be a big challenge for the European football industry in the coming years.

The purpose of this paper is to restore the history of internationalism to our understanding of the legacy of the First World War, and the role of universities in that past. It begins by emphasising the war’s twin legacy, namely, the twin principles of the peace: national self-determination and the League of Nations.

It focuses on the intersecting significance and meaning attributed to the related terms patriotism and humanity, nationalism and internationalism, during the war and after. A key focus is the memorialization of Edith Cavell, and the role of men and women in supporting a League of Nations.

The author finds that contrary to conventional historical opinion, internationalism was as significant as nationalism during the war and after, thanks to the influence and ideas of men and women connected through university networks.

The author’s argument is based on an examination of British imperial sources in particular.

The implications of this argument are that historians need to recover the international past in histories of nationalism.

The purpose of this paper is to highlight the circumstances preventing the Wellington Phoenix, New Zealand's only professional football team, from participating in the Asian Champion's League.

A single case study approach has been adopted to generate rich data designed to aid understanding of the complexities of multi‐level governance, feature of international football governance.

The key conclusions of this research are that the Phoenix is attracted to the Asian football market because of the financial rewards but are prevented in doing so because of policies related to Fédération Internationale de Football Association's confederation structures.

It is hoped that this paper will encourage more academics to investigate: the extent to which football's governance structures act as either a facilitating or constraining factor to the growth of football in the region; the possible convergence between Asian and Pacific sporting economies; how other Asian sporting organisations are reacting to increasing interest from non‐Asian organisations in accessing their marketplaces; and the performance of a network and its members when subjected to multiple levels of governance.

The originality of this paper lies in its proposition that conflict within an international strategic alliance is likely to be exacerbated when the alliance is characterised by multiple levels of governance. Further originality is offered through the introduction of the term covalent organisation, to describe those sport organisations that are subjected to multiple levels of governance.