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Article
Publication date: 5 December 2017

Katharine Hoskyn, Geoff Dickson and Popi Sotiriadou

Sport participation is the lifeblood of community sport clubs. The purpose of this paper is to investigate how sport clubs can leverage participation from local, medium-sized…

Abstract

Purpose

Sport participation is the lifeblood of community sport clubs. The purpose of this paper is to investigate how sport clubs can leverage participation from local, medium-sized, elite sport events.

Design/methodology/approach

This study used an action research approach where researchers, along with representative stakeholders from two elite tennis tournaments and 23 local tennis organizations, collaborated to develop and implement a series of interventions as part of a wider leveraging plan. The interventions were developed and evaluated in one cycle of action research that incorporated predominantly qualitative research methods.

Findings

The interventions stimulated the interest of event spectators by offering a free tennis lesson at a participating club. However, the conversion from interest to club participation was limited.

Practical implications

Key recommendations for clubs to leverage participation from a medium-sized event include: a leveraging plan should consider the resources and capacity of local community sport clubs; clubs should act collectively and collaboratively; and clubs should have a strong physical presence at the event(s).

Originality/value

Regional sports organizations can utilize existing collaborative networks to enable community clubs to design and implement event-leveraging initiatives. This study also highlights the limited capacity of community sport clubs to leverage participation outcomes from medium-sized annual events. The use of collaborative networks may ameliorate the organizational capacity deficiencies of clubs.

Details

Marketing Intelligence & Planning, vol. 36 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 28 August 2023

Hossein Abdolmaleki, Sardar Mohammadi, Mehdi Babaei, Behzad Soheili, Geoff Dickson and Dan Funk

This study aims to investigate drivers of co-branding, and the relative strength of these drivers within the Persian Gulf Pro League (PGPL). The study examines sport sponsorship…

Abstract

Purpose

This study aims to investigate drivers of co-branding, and the relative strength of these drivers within the Persian Gulf Pro League (PGPL). The study examines sport sponsorship, and specifically the relationship between professional football teams and on-field apparel sponsors.

Design/methodology/approach

Sixteen experts participated in semi-structured interviews and ranked the co-branding drivers. The expert opinions were organized into estimates and triangular fuzzy numbers were established before the Mamdani Fuzzy Inference System converted the fuzzy outputs into crisp output values using the Centroid method. Next, the rankings of the drivers by the same 16 participants were analyzed using the analytical hierarchy process (AHP).

Findings

The study identified four main factors with 19 indicators: brand management (i.e. enhancing brand value, utilizing the knowledge and experience of partner brands, brand position, brand identity, brand equity and brand image), partner relationships (i.e. satisfaction, mutual trust, commitment, common interest, product reliability and innovative strategies), marketing factors (i.e. marketing mix, market position, competitive advantage and entry into new domestic markets) and supporting factors (i.e. copyright, contracts and social media law). The AHP identified the most influential factors as marketing, partner relationships, brand management and support.

Originality/value

Based on the study’s findings, the authors recommend that PGPL teams adopt a partnership mindset, seek alignment of values and recognize the plurality of stakeholders to a sponsorship and their relationships to each other. The study highlights the challenges of co-branding activities in a developing country where trademark laws are not well developed.

Details

International Journal of Sports Marketing and Sponsorship, vol. 24 no. 5
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 8 August 2022

Robbie Millar, Daniel Plumley, Rob Wilson and Geoff Dickson

The purpose of this study is to critically examine the financial health and performance of the English and Australian cricket networks. This includes the county cricket clubs…

Abstract

Purpose

The purpose of this study is to critically examine the financial health and performance of the English and Australian cricket networks. This includes the county cricket clubs (CCC) and state and territory cricket associations (STCA) affiliated to the England and Wales Cricket Board (ECB) and Cricket Australia (CA) respectively, as well as the ECB and CA themselves. The authors apply resource dependency theory to understand if there are any financial dependencies within the networks of cricket in England and Australia.

Design/methodology/approach

The data for this research was obtained from the financial statements of the ECB, the 18 affiliated CCCs, CA and the six affiliated STCAs. This sample covers the last 5 years of financial information (2014–2019) for all the organisations at the time of writing. Ratio analysis was conducted on all organisations within the sample to assess financial health and performance.

Findings

Both CCCs and STCAs show signs of poor financial health. There is a clear dependence on the financial support they receive from the ECB and CA respectively and this dependence appears more prominent in Australia. The ECB and CA have better financial health which ultimately allows them to financially support the CCCs and STCAs.

Originality/value

The ECB and CA are facing difficult financial decisions to remain financially secure themselves due to the impact of COVID-19 but also to support their affiliated clubs. The affiliated clubs do not generate sufficient revenues and must diversity their revenue streams if they are to become financially self-sustaining. This financial structure and distribution mechanism will be vital in safeguarding the future of some of England’s and Australia’s most important cricket organisations.

Details

Sport, Business and Management: An International Journal, vol. 13 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 30 January 2023

Mohsen Behnam, Geoff Dickson, Vahid Delshab, Anna Gerke and Parvaneh Savari Nikou

Social media has enhanced the ability of fans to interact with each other. Whilst previous research investigates fan co-creation, few studies focus on the interactive effects…

Abstract

Purpose

Social media has enhanced the ability of fans to interact with each other. Whilst previous research investigates fan co-creation, few studies focus on the interactive effects within the co-creation process. The authors develop a model for synthesizing the interactive concepts related to fan co-creation in social media, which leads to team identification.

Design/methodology/approach

Participants (N = 483) were recruited from fans of clubs in the Persian Gulf Pro League of Iran. Structural equation modelling was applied to test the research model.

Findings

The results showed that fan knowledge facilitates fan co-creation, which in turn leads to team identification. Additionally, fan engagement had a moderating effect on the mediating role of fan co-creation in the association between fan knowledge and team identification.

Research limitations/implications

The findings suggest that fan knowledge is an important antecedent of fan co-creation and highlight the significance of fan co-creation in promoting team identification in highly engaged fans at football clubs.

Originality/value

The current study contributes to the field of fan co-creation and provides significant implications for sport fan marketers.

Details

International Journal of Sports Marketing and Sponsorship, vol. 24 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 8 August 2018

Kirstin Hallmann, Paul Downward and Geoff Dickson

Given the increasing demands placed on a sport event workforce in servicing the needs of spectators, to attract and recruit volunteers to the industry, it is important for sport…

Abstract

Purpose

Given the increasing demands placed on a sport event workforce in servicing the needs of spectators, to attract and recruit volunteers to the industry, it is important for sport event managers to know what is driving how much time volunteers allocate to an event. The purpose of this paper is to investigate the individual and macro-level factors influencing the allocation of time to volunteer at sport events.

Design/methodology/approach

Survey data were collected from volunteers at 25 sport events (n=2,303). Multi-level modelling was used to identify common effects controlling for event differences.

Findings

Male gender significantly influences time allocated to an event at the individual level. At the macro-level, the number of local inhabitants has a significant negative effect whereas the status of an international event and duration contribute positively to time allocation.

Research limitations/implications

The results provide clear evidence that macro-level variables can stimulate interest in event volunteering opportunities.

Originality/value

This paper uses a multi-level approach to assess the influence of micro- and macro-level variables on time allocation by sport event volunteers. Using this approach, event heterogeneity can be controlled.

Details

International Journal of Event and Festival Management, vol. 9 no. 3
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 7 December 2020

Geoff Dickson and James Jianhui Zhang

Although both sports and cities have transformed over the last century, research on the intersection of sports and urban development remains scarce. This special issue was…

Abstract

Purpose

Although both sports and cities have transformed over the last century, research on the intersection of sports and urban development remains scarce. This special issue was designed to advance a research agenda in relation to sports and urban development. The sports and urban development special issue of International Journal of Sport Marketing and Sponsorship brings together a collection of conceptual, empirical and commentary papers from four continents. Themes explored in this special issue include legacy, governance, image, climate change and sustainability. We encourage collaborative approaches between sport researchers and those with a focus on urban development, urban design and urban governance. Understanding the role of sports in the development of smart cities is an excellent opportunity for these collaborations to occur.

Design/methodology/approach

A comprehensive review of literature was undertaken to assess the literature related to sports and urban development.

Findings

In addition to this introductory article, there are ten manuscripts selected for this special issue investigating sports and urban development.

Originality/value

This special issue seeks to promote more research on sports and urban development, ultimately ultimately advancing theories and providing solutions.

Details

International Journal of Sports Marketing and Sponsorship, vol. 22 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 9 March 2021

Mojtaba Ghasemi Siani, Sardar Mohammadi, Mohammad Soltan Hosseini and Geoff Dickson

The purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were also…

1572

Abstract

Purpose

The purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were also examined.

Design/methodology/approach

The study utilized a 2 (advertising appeal: emotional vs rational) ×2 (gender: male vs female)×2 (sport product type: utilitarian vs hedonic) research design. Data were collected from 160 sport product users. The collected data were analyzed using three-way analysis of variance (ANOVA).

Findings

The results indicated that emotional advertising has a greater impact on the attitude toward advertising and the intention to purchase sports products. The results also revealed that rational advertising appeals have more impact for utilitarian sports products and that emotional advertising appeals are more effective for hedonic sports products. However, there were no significant effects for gender as a moderating variable.

Originality/value

This is the first study to examine responses to rational and emotional appeals in sports product advertisements.

Details

International Journal of Sports Marketing and Sponsorship, vol. 22 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 17 February 2023

Vera Pedragosa, Rui Biscaia, Michael E. Naylor, David P. Hedlund and Geoff Dickson

The purpose of this study was to examine the effect of member identity and its dimensions of power, urgency, external legitimacy, internal legitimacy and interest, on satisfaction…

Abstract

Purpose

The purpose of this study was to examine the effect of member identity and its dimensions of power, urgency, external legitimacy, internal legitimacy and interest, on satisfaction and behavioural intentions in fitness centres.

Design/methodology/approach

Two studies were designed. In Study 1, data were collected from fitness centre members (n = 225) and structural equation modelling used to examine the dimensions of fitness centre member identity and its subsequent effect on satisfaction and behavioural intentions. In Study 2, interviews exploring member identity were conducted with members (n = 9) and managers (n = 7) and a content analysis contrasted their perceptions of power, urgency, internal legitimacy, external legitimacy and interest.

Findings

The results of Study 1 support the multidimensional construct of member identity and its positive influence on both satisfaction and behavioural intentions. Satisfaction mediated the relationship between member identity and behavioural intentions. In Study 2, managers and members expressed similar perceptions of the member identity dimensions: low power; urgency is issue-dependent; external legitimacy is recognized; members are perceived as legitimate; and most members exhibit high interest in their membership.

Originality/value

This study provides a deeper understanding of how member identity contributes to long-term relationships between members and fitness centres. It extends the body of consumer behaviour literature in the context of fitness centres.

Details

International Journal of Sports Marketing and Sponsorship, vol. 24 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 28 May 2020

Anna Gerke, Herbert Woratschek and Geoff Dickson

There are different streams of research in the service marketing literature concerning value co-creation. Most of the research focuses on value co-creation for the benefit of the…

Abstract

Purpose

There are different streams of research in the service marketing literature concerning value co-creation. Most of the research focuses on value co-creation for the benefit of the customer. However, value is also co-created for the benefit of the provider, especially in a business-to-business context. The purpose of this research is to understand (1) how value is co-created in a sport business-to-business context (i.e. sailing) and (2) how the prevailing value co-creation approaches explain value co-creation processes differently in a sport business-to-business context.

Design/methodology/approach

The research was contextualised within the Auckland sailing cluster. Primary data were collected via 27 interviews, as well as observations at events. Secondary data include 13 documents of organisational information and archival data. Data were analysed deductively and interpreted using two different theoretical lenses: service-dominant logic (SDL) and service logic (SL).

Findings

The value co-creation analysis of the sailing cluster permitted theorising about relationships in sport management at different levels of aggregation and abstraction. Every actor is embedded in a wider sport eco-system triggered by sport activities and always has a dual role as provider and beneficiary. Actors that are in control of specific sport activities are pivotal actors and provide a value network for others.

Research limitations/implications

This research suggests that SDL and SL approaches to value co-creation are complementary and that further research is necessary to integrate and operationalise these approaches.

Practical implications

It helps practitioners to better understand how value is co-created in sport business-to-business contexts.

Originality/value

This research shows the complementarity of two differing theoretical approaches to explain value co-creation in sport business-to-business settings.

Details

Sport, Business and Management: An International Journal, vol. 10 no. 4
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 12 September 2016

Nicolas Chanavat, Michel Desbordes and Geoff Dickson

Sponsorship rarely occurs in a one sponsor-one sponsee dyad (single sponsorship), yet a large portion of sponsorship research takes this perspective. The purpose of this paper is…

Abstract

Purpose

Sponsorship rarely occurs in a one sponsor-one sponsee dyad (single sponsorship), yet a large portion of sponsorship research takes this perspective. The purpose of this paper is to propose a model that reflects the complexity and rich diversity inherent in the field. The sponsorship network model considers the plurality of stakeholders to a sponsorship and their potential relationships to each other.

Design/methodology/approach

This conceptual paper develops a theoretical and conceptual framework to better identify the effect of sponsorship networks on consumer behavior.

Findings

Based on a review of the multiple sponsorships literature, the authors propose an innovative theoretical framework and a set of research propositions. The model considers simultaneously the potential relations between sponsors, sponsees and ambushers at the cognitive, affective and conative levels.

Originality/value

This research emphasizes the managerial implications for stakeholders involved in sponsorship and ambush marketing actions in order to maximize their investment. The model provides a comprehensive understanding of the complex nature of sponsorship networks and their ability to influence consumer behaviors. These effects are more complex than is currently recognized.

Details

Sport, Business and Management: An International Journal, vol. 6 no. 4
Type: Research Article
ISSN: 2042-678X

Keywords

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