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The paper aims to compare two general team identification processes of consumers’ in-group-favor and out-group-animosity responses to sports sponsorship.

The paper draws on two studies and four samples of professional baseball fans in Taiwan (N = 1,294). In Study 1, data from the fans of three teams were analyzed by using multi-group structural equation modeling to account for team effects and to consider parallel in-group-favor and out-group-animosity processes. In Study 2, the fans of one team were sampled and randomly assigned to assess the sponsors of one of three specific competitor teams to account for differences in team competition and rivalry. In both studies, these two processes were compared using patterns of significant relationships and differences in the indirect identification-attitude-outcome relationships.

Positive outcomes of in-group-favor processes were broader in scope and were more pronounced in absolute magnitude than the negative outcomes of out-group-animosity processes across all outcomes and studies.

The research was conducted in one country and considered the sponsorship of one sport. It is possible that the results could differ for leagues within different countries, more global leagues and different fan bases.

The results suggest that managers should carefully consider whether the negative out-group-animosity outcomes are actually present, broad enough or strong enough to warrant costly or compromising intervention, because they might not always be present or meaningful.

The paper demonstrates the comparatively greater breadth and strength of in-group-favor processes when compared directly to out-group-animosity processes.

Ron Seaver is in a unique position within the sport industry. He has worked on both sides of the sponsorship business, selling sponsorships for teams and assisting corporations in securing productive sponsorship. In his current role as President and CEO of Seaver Marketing Group, Ron is working to bring all parties in the sponsorhip industry together. Here he talks to Dr David Stotlar, of the University of Northern Colorado, sharing his experience and his insights.

This study delves into the psychological processes underlying sport fans' post-purchase innovativeness behaviour. This exploratory research aims to establish a theoretical framework that elucidates the formation of sport fans' word-of-mouth (WOM) behaviours, particularly emphasising the structural relationship between motivated consumer innovativeness and satisfaction in using AR live-streaming services.

Utilising an online survey and convenience sampling, the study garnered a total of 243 usable responses from three online baseball fan communities in South Korea. Confirmatory factor analysis was employed to assess the psychometric properties of the constructs. Subsequently, a structural equation model was used to probe the influence of motivated consumer innovativeness on WOM, with a particular focus on the mediating role of satisfaction.

Three dimensions of motivated sport fans innovativeness – functional, hedonic and cognitive – showed a positive association with WOM, partly mediated by satisfaction. In contrast, socially motivated sport fans innovativeness did not directly lead to WOM but influenced it solely through satisfaction. The full mediating role of satisfaction in the relationship between socially motivated fans innovativeness and WOM was found.

This research stands out as one of the scant studies exploring motivated sport fans innovativeness in the context of AR live sport streaming. The findings not only corroborate but also augment the extant literature by empirically confirming that three dimensions of motivated fans innovativeness, coupled with satisfaction, are pivotal antecedents to WOM intention.

Richard Pound, former Olympian, former Vice-President of the International Olympic Committee and Chair of the World Anti-Doping Agency, discusses the impact of doping on sport and shares his views on steroid usage in Major League Baseball. He reflects upon the Ben Johnson steroid scandal and touches on broader issues related to the Olympics, such as the commercialisation of the Games, the role of the Paralympics, and how controversies surrounding the Games are handled. The interview was conducted on 19 April 2005 at the Fifth Annual Sport Management Awards Ceremony held at the SUNY College at Cortland.

Craig Fenech has represented athletes and sports media figures since 1980. In Winter 2001, he went to Toronto to meet Canadian ice skaters Jamie Salé and David Pelletier, and said: “I think you can become household names in the US.” Little did they know how true those words would prove: a few months later, the reigning world champions in the Pairs Figure Skating event found themselves at the center of scandal at the 2002 Winter Olympics, when the Russian pair of Berezhnaya and Sikharulidze were awarded the gold, despite a f lawless display from Jamie and David. An international outcry followed which was resolved four days later when the IOC awarded the Canadians a second gold medal. Here Craig talks with Professor Jerry Dailey from Kean University about his views on the role of the sport agent, the business side of sport and the ice-skating scandal.