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The purpose of this research is to examine fans' perceptions of pro-environmental sustainability initiatives promoted by a professional sport club and the ensuing effects on a triple bottom line (TBL) approach (i.e. fans' socially, environmentally and economically favourable behaviours).

Data were collected in two different steps using an online self-administered questionnaire (n1 = 1,043; n2 = 2,167) distributed to fees-paying members registered in the club's database. The analysis was carried out though structural equation modelling.

The results indicate good psychometric properties of the scale used to measure fans' perceptions of a club's pro-environmental sustainability initiatives (perceptions of pro-environmental sustainability initiatives in sports; p-PESIS). Additionally, there is a positive effect of p-PESIS on fans' social behaviours as well as on their daily environmental actions. Furthermore, p-PESIS also shows a positive effect at improving fans' economic activities towards the club.

Extending previous research, the authors tested a scale to measure fans' responses to pro-environmental sustainability initiatives in sport and examined their links to the TBL dimensions. Pro-environmental sustainability initiatives in sport benefit not only the club itself (by reinforcing fans' activities with the club) but also society as a whole, as it can promote fans' conscientiousness and likelihood to behave in environmentally and socially favourable ways.

The National Football League (NFL), the most lucrative sports league in the world, has its second largest foreign audience in Brazil. Its Brazilian broadcasts stimulate the audience to extrapolate television reception and interact through a social media platform, seeking to integrate a collective consumption. Thus, attachments are established between consumers and league. Based on this, this study aims to analyze how the interaction in social media of the Brazilian NFL audience, during the transmissions of its games, results in consumption attachments.

The method undertaken was Netnography, commonly used to investigate cultural practices occurring in online environments. The research corpus consisted of messages posted on Twitterhashtags created by the ESPN Brazil channels to reverberate its broadcasts of the league between 2016-2017 and 2017-2018 seasons.

The findings of this study indicate that Brazilian audience interaction in social media establishes consumer attachment with the NFL by means of the brand elements and aspects of social life, mediated by the league.

The research observed only the part of the Brazilian audience of the NFL that engages in the broadcasts of the games through social media.

The research of this study demonstrates how brands can use social media to enable social interactions that create or improve consumer attachments with them.

The study presents how a media brand imbricated in the American culture has been the target of attachment by Brazilian fans through social media interactions.

Sports leagues have stood out in the entertainment industry due to their great economic value and cultural impact. This is the case of the American sports leagues, with emphasis on the National Basketball Association (NBA), whose largest Latin American market lies on Brazil. The aforementioned league’s audience is constantly growing, a fact that can be partially explained by the encouragement provided for its viewers to interact through social media, in a phenomenon called social TV. Accordingly, the aim of the present study is to investigate how social TV works as a means for Brazilian fans to coproduce their NBA broadcasting enjoyment through social media interactions.

The authors conducted a netnography on the community of fans engaged in Twitter hashtag #NBAnaESPN, which was released by ESPN to promote audience integration during NBA games' broadcasting.

A theorization about the role played by social TV in the way fan culture articulates through social media to enjoy broadcasting media products was herein presented. The findings of this study have evidenced three categories concerning the role played by television broadcasting, social media and the fandom in NBA consumption by Brazilian fans. Based on these findings, the authors got to the conclusion that social TV establishes a mediatized environment where fan culture can be articulated through social media to enable interactions about television broadcasting.

The study was limited to members of the Brazilian NBA audience who engage in the official social media of the league’s broadcasting.

The study heads toward a theoretical generalization based on the research results.

This study aims to examine the impact of the gameful experience on behavioural outcomes. Drawing from stimulus–organism–response theory, it proposes and tests a new model that investigates the relationship between the gameful experience, brand loyalty and intention to use gamified branded applications in the sports context. In addition, it explores the mediating role of customer–brand engagement (CBE) and the moderating role of self-image congruity (SIC).

A sample of 436 active users of sport-related branded gamified applications was used to test the model. Data was collected from online sports forums, brands’ Facebook communities and during sporting events.

Results indicate that the gameful experience positively and directly impacts behavioural intentions but does not directly influence brand loyalty. This relationship becomes partially significant when mediated by CBE. In addition, results show that users with high levels of SIC are more likely to continue using the gamified application, whereas users with low levels are more likely to engage with the brand.

This study expands the gamification literature in the sports sector by revealing the importance of the gameful experience in driving loyalty, behavioural intentions and CBE. It proposes a new model that sheds light on the emotional aspect of the interaction between a user and a gamified system and the importance of exploring the effects of moderators, such as SIC, in these relationships.

The purpose of this paper is to address the question: which leisure activities are relatively low carbon and conducive to high levels of subjective wellbeing? Underlying this question is the premise that to combat climate change, carbon emissions must be radically reduced. Technological change alone will not be sufficient: lifestyles must also change. Whereas mainstream strategies generally address the challenge of reducing carbon emissions through reviewing consumption, approaching it through the lens of how we use our time, in particular, leisure time, may be a promising complementary avenue.

The paper brings together three areas of research that are hitherto largely unlinked: subjective wellbeing/happiness studies, studies on how we use our time and studies on low-carbon lifestyles.

The paper shows that low-carbon leisure activities conducive to high subjective wellbeing include social activities such as spending time in the home with family and friends, and physical activities that involve challenge such as partaking in sports. However, depending how they are done, some such activities may induce high carbon emissions, especially through travel. Therefore, appropriate local infrastructure, such as local sports and community centres, is required, along with facilities for active travel. Policymaking developed from a time-use perspective would encourage investment to support this.

Win–win opportunities for spending leisure time engaged in activities conducive to high subjective wellbeing in low carbon ways are identified. This is done by bringing three research topics together in a novel way.

The purpose of the present study was to investigate the impact of sport fans' team identification on their emotional experiences (i.e. vitality and game satisfaction) using two-wave data in a specific sport event during the declaration of the emergency statement in Japan. The study also aims to test the moderating effects of risk perceptions about COVID-19 and the game outcome on the relationship between team identification and vitality/game satisfaction.

The present research was conducted in the context of a sport event in Tokyo (the Japanese Rugby Top League 2020–2021 Season Playoff Tournament Final) during the declaration of the emergency statement period in Japan. The data were collected through a two-wave design (before and after the game) from the spectators of the event.

Team identification significantly predicted higher vitality after the game but not game satisfaction. Additionally, the moderation test found that sport fans with high social risk perception about the COVID-19 showed a positive relationship between team identification and vitality but not for the fans with low social risk perception.

The present results suggest that sport events can be advertised for sport fans as a tool to increase physical and psychological energy in their daily lives during the pandemic.

The present study demonstrated that team identification predicted greater vitality after the spectatorship during the COVID-19 outbreak. In particular, higher social risk perception was a significant catalyst to improve vitality after the game.

Despite increasingly persuasive women-focused marketing of gambling products, there has only been limited investigation around women sports betting. Men remain the focus of much of the conversation about sports betting as they have generally been found to be the most active sports bettors and the most at risk of experiencing harms associated with their behaviour. This chapter aims to fill this gap by exploring the characteristics of young women sports bettors in the United Kingdom and the relationship between sports betting and the experience of gambling harms. To do this, we created two models of analysis. Our analysis is based on data from the first wave (2019) of the Emerging Adults Gambling Survey (EAGS) dataset (n = 3,549). The EAGS is a non-probability longitudinal survey that includes individuals between the ages of 16 and 24 who were residents in Britain at the time of data collection. Firstly, we examined the associations between women sports bettors and several factors identified as important predictors of sports betting. Secondly, we sought to understand the relationship between women's sports betting and the harms associated with this activity. From these models, we found that women's sports betting was most reliably predicted according to fandom and peer influence. We also found that women sports bettors were more at risk of experiencing harms associated with difficulties with family and friends than women gamblers using other products.

The purpose of this study is to present a conceptual model where consumer electronic sports (eSports) engagement (CeSE) acts a predictor for gamers’ online engagement in eSports-related products/firm either through direct contribution (purchase intention) or indirect contribution (co-production, community engagement, word-of-mouth and recruitment).

Data from 262 eSports consumers aged 18–24 years were collected and analyzed through WarpPLS 8.0.

The findings of this study confirm that CeSE significantly influences all dimensions of the consumption behaviors (purchase intention, co-production, community engagement, word-of-mouth and recruitment).

This study provides empirical support for a conceptual framework developed through the social exchange theory and engagement theory. Besides, hierarchical component model approach is applied to estimate the composite model of CeSE.

The user experience during the use of activities and services is a fundamental aspect for sports managers and can provide a competitive advantage. The purpose of this study was to identify the dimensions of experiential quality and the relationship of this construct with customer trust and customer satisfaction in achieving behavioral intention.

Using a convenience sampling technique, a total of 322 gym users in Turkey participated. A two-step approach was used to test both the model and the research hypotheses [confirmatory factor analysis (CFA) and structural equation modeling (SEM)].

The interaction quality, physical environmental quality, outcome quality and enjoyment quality were positively related to experiential quality. Similarly, the experimental quality was positively related to customer satisfaction and customer trust. Finally, customer satisfaction was related to behavioral intentions.

This study provides empirical evidence about the importance of experiential quality to gain a competitive advantage in the context of fitness centers.