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This paper aims to explore the potential configurations of governance, brand governance and social media strategies leading to effective organizational performance.

A fuzzy-set Qualitative Comparative Analysis including 28 Canadian national sport organizations (NSOs) and six conditions highlighted two sufficient configurations for effective organizational performance, defined as either budget per capita or athlete numbers.

Although no single component of governance, brand governance, or social media strategy is necessary to succeed overall, brand reputation and the strategic use of social media to communicate NSO identity were common to both identified configurations. Accountability was important for effective organizational performance in terms of budget per capita, while transparency was more important for higher athlete numbers. Thus, condition specificity is paramount in non-profit organizations that often have multiple objectives.

This study provides substantial theoretical and managerial implications, including the need to integrate brand governance and social media in non-profit organizations' overall governance activities.

The purpose of this paper is to examine the practice of celebrity athletes’ product endorsement in the context of social media, guided by meaning transfer model.

The study adopted a content analysis method based on data gathered from the official Twitter account of 17 of the highest-paid athletes over a period of five months.

Results outline the state, involvement level, roles, modes, preferred content types, discernible differences, shared features, and best practices employed in endorsement tweets. A framework of athletes’ product endorsement on Twitter is presented.

The study presented theoretical and practical implications, and limitations and impetus for future research.

The study investigated professional athletes’ use of their own media channel for the purpose of endorsement, presented a framework that illustrates the practice of celebrity athletes’ product endorsement on social media, and identified a best practice and an exemplary reference.

Based on the work of Parent (2008) on mega sports events, this paper explores the relationships among events stakeholders in Olympic Games host/bid city marketing. It outlines research questions, identifies a theoretical framework to better understand Olympic city marketing, presents four essays related to issues within this framework, and provides conclusions and suggestions for future research.

This research highlights the need for sophisticated measurement tools to allow sponsors and sponsees to evaluate sponsorship achievement against specific goals and its performance relative to other promotional tactics. Two high-profile in-stadium sponsorships of a mega-sponsee, the Grey Cup, are evaluated. Some evidence appears to supports and the effectiveness of the sponsorships; other observations raise questions about the accuracy of the evaluation process. The paper provides direction for practice and future research in sponsorship evaluation.

A large-sample survey of general public consumers in Canada, France and the United States during the 2000 Olympic Games supports previous research on ambush marketing, provides evidence that purchase decisions are affected by ambush marketing reducing the value of sponsorship partnerships, and purports that the International Olympic Committee and its partners need to develop specific strategies to combat ambush marketing country by country

This paper responds to the need for more investigation into the "conceptual underpinnings of sponsorships" (Gardner & Shuman, 1988, p.44) by investigating the spectrum of opportunities that are available to small firms - whether as sports donors or as bona fide sponsors - through the prism of small business Stages of Development theory. A multiple case study approach is employed to explore the nature of sponsorship activities being undertaken by small enterprises and to contribute to the advancement of the authors' 'philanthropy-sponsorship' continuum.

This research makes two contributions. First, it presents the classifications of 'patronage' versus 'semistrong sponsorship' versus 'fully functioning sponsorship' relationships, based on the nature of the expected benefits. Second, it evaluates the small business/sports property interface from the perspective of small business phases of development and proposes a framework for linking the small firm to sports sponsorship outcomes.

The purpose of this paper is to focus on the potential role and use of online social media to influence sport participation in youth aged 12 to 17 years by responding to two specific research questions: what is the nature of the online “marketplace” among youth?; and what is the nature of adolescent sport behavior as revealed through activities on online social media?

The paper outlines and then implements the research methodology of netnography to achieve its purpose. Netnography involves a researcher joining an online forum, e‐tribe or other open‐source social media to observe and record the discussions for analysis.

The overarching finding is that online discourse related to sport participation among youth is very limited. When discussion does take place, five themes emerge: benefits, advice‐seeking, finding common interests, learning new sports, and challenges.

This research provides impetus for future work in the content area and in the use of the netnography method. It is limited by the lack of online content on the topic area by the target group.

The paper's results provide important understanding, direction and guidance to sport administrators working for government, sport organizations and organizations who market their products and services to youth through sport.

This paper is original in two respects: the use of netnography as the research method in this context, and the focus on social media and sport participation in youth.

This paper seeks to build understanding of the evaluation of sponsorships involving high human mortality risk. Examples of risky sponsees are presented, with two assessed as in-depth case studies. Based on this research, a sponsorship evaluation framework for sponsors is presented that includes: sponsee selection, risk management, strategic tactics, contingency planning, contract elements and post-contract tactics.

This conceptual paper aims to describe aging all over the place (AAOP), a federative framework for action, research and policy that considers older adults’ diverse experiences of place and life trajectories, along with person-centered care.

The framework was developed through group discussions, followed by an appraisal of aging models and validation during workshops with experts, including older adults.

Every residential setting and location where older adults go should be considered a “place,” flexible and adaptable enough so that aging in place becomes aging all over the place. Health-care professionals, policymakers and researchers are encouraged to collaborate around four axes: biopsychosocial health and empowerment; welcoming, caring, mobilized and supportive community; spatiotemporal life and care trajectories; and out-of-home care and services. When consulted, a Seniors Committee showed appreciation for flexible person-centered care, recognition of life transitions and care trajectories and meaningfulness of the name.

Population aging and the pandemic call for intersectoral actions and for stakeholders beyond health care to act as community leaders. AAOP provides opportunities to connect environmental determinants of health and person-centered care.

Building on the introduction of an ecological experience of aging, AAOP broadens the concept of care as well as the political and research agenda by greater integration of community and clinical actions. AAOP also endeavors to avoid patronizing older adults and to engage society in strengthening circles of benevolence surrounding older adults, regardless of their residential setting. AAOP’s applicability is evidenced by existing projects that share its approach.