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To examine objective measures of economic job quality for a broad sample of workers in the US spectator sports industry and compare job quality in spectator sports to other industries.

Logistic and linear regressions are performed on American Community Survey (ACS) data collected from 2015 to 2019. Earnings and employer provision of health insurance are the outcomes.

Earnings and employer-provided health insurance are lower in the spectator sports industry than in other industries after controlling for relevant factors. Differences are partly explained by the occupational composition of the industry and the higher incidence of part-time work. Many but not all occupational groups have lower earnings and less employer-provided health insurance in sports.

ACS data only reports one job, so the results likely underestimate the prevalence of part-time work in the US spectator sports industry. The study finds support for a micro-class occupational composition effect and a pulsating organization effect. Some support is also found for a sports industry compensating wage differential, but the effect is not industry wide, counter to some depictions.

This is the first study to examine objective, economic measures of job quality across all occupational sub-groups in the sports industry. This is the first study to propose theoretical explanations for poor economic job quality in sport.

This chapter critically evaluates whether football can attain recognition as a national sport in China. Article No. 11, released by the Chinese government in 2015, aimed to develop a new national strategy centralised on the sport of football to foster consumption and enhance national soft power. Consequently, this also means encouraging Chinese football fans to support the national football team. Comparing the significance of local football clubs and the national football team to Chinese football fans is deemed meaningless and unable to generate useful information to comprehend Chinese people's attitudes towards local and national communities. Through literature comparisons with established Chinese national sports such as Chinese martial arts, badminton and table tennis, the discussion reveals that football currently falls short of meeting the general criteria of invention and popularity to be considered a Chinese national sport. In the specific Chinese context, it also proves that football fails to meet the criterion of politics, hindering its identification as a national sport. Consequently, the chapter rebuts the assumption and advocates for the validity of comparing how fans assess their fandom for local and national football teams.

This study aims to explore the impact of athlete brand image on fans’ social media engagement, purchase intentions, and also examines the mediating role of emotional attachment on these relationships, as well as the moderating role of perceived price value between emotional attachment and purchase intentions.

The data are based on an online survey conducted in China (N = 572). The PLS-SEM (partial least squares structural equation model) and regression-based estimation method (PROCESS) are employed to test the hypotheses.

The results indicate a positive relationship between athletes’ athletic performance and fans’ social media engagement as well as purchase intentions. The impact of athletes’ attractive appearance and marketable lifestyle on fans’ purchase intentions is sequentially mediated by emotional attachment and social media engagement. Moreover, the mediation effect of athletes’ off-field image and purchase intentions is contingent upon fans’ perceived price value.

Athletes and marketers could integrate and leverage both the on-field and off-field attributes to cultivate emotional connections with fans. Sports organizations and managers need to pay attention to fans’ social media engagement and provide content that increases engagement and converts into transactional behavioural intentions.

The study provides empirical evidence of the mediating role of emotional attachment between athlete brand image and fans’ purchase intentions. The explanatory mechanisms involving emotional attachment and social media engagement (non-transactional behavioural intentions) are anticipated to be a noteworthy addition to the traditional fan transactional behavioural intentions framework. Moreover, the research introduces and confirms perceived price value as a crucial moderating factor influencing the relationship between emotional attachment and purchase intentions.

In the past 10 years, the scale of running events in China has increased dramatically, and the forms of running events have also become rich and diverse. Running is not only a social phenomenon but also a historical and cultural phenomenon as an organic part of human culture with its own sociological values in China. This chapter offers insight into the development of Chinese running culture and how this has emerged from ancient and modern Chinese running cultures based on Foucault's disciplinary power theory, biopower and the technologies of the self. This chapter argues that running culture in China constructs the subjectivity of the Chinese runners under the joint action of the technologies of power and the technologies of the self. The findings acknowledge how Chinese Runners present and express themselves by showing a ‘sense of presence’. Runners illustrate the implicit or explicit meaning and value of a particular way of life through running. Runners regard running as the technology of the self for self-expression and self-creation so that individuals can control their bodies and soul, thoughts, behaviours and ways of existence. Emerging technologies of power provide possibilities for the production of running culture in China, and the current policy under the technologies of power meets the needs of runners. In Chinese running culture, power was not oppressive but productive.

The study aims to provide a reference for market segmentation in a relatively new market. Esports consumer profiles are developed based on consumption motives, structural factors, game genres, interests, demographics and behavioral intentions. It delivers managerial advice for a growing esports market.

A quantitative approach using an online survey was implemented to identify homogenous groups. The study employed the Motivation Scale for Sports Consumption (MSSC) to investigate the consumption motives of esports consumers. A two-step market segmentation was conducted based on the motives, applying hierarchical clustering. Moreover, descriptor variables were used to create distinct esports consumer profiles.

This research divides the esports market into four clusters based on MSSC, which is new and relevant in a constantly changing environment. The clusters are named Low Intention Novices, Leisure Warriors, Socializing Learners and Dedicated Enthusiasts.

This adds to the limited literature on esports market segmentation and highlights the theoretical and practical implications of the findings.

This study uncovers the challenges and coping mechanisms related to stigma and discrimination experienced by gay professional team sport athletes.

Utilizing interpretive phenomenological analysis, this study recruited six gay athletes in professional team sports. Data were collected through virtual one-on-one semi-structured interviews, along with field notes and reflexive journaling, and were thematically analyzed.

The first theme highlights the discrimination and marginalization experienced by gay athletes in professional team sports, as well as the perceived differences between these athletes and their heterosexual counterparts. The second theme includes anecdotes illustrating their experiences of exclusion, along with counter-stories that resist marginalization. The last theme comprises stories that underscore the lack of acceptance and advocacy, emphasizing the awareness education aimed at making the sporting realm more inclusive.

Despite the extensive recruiting efforts for this study, numerous sports and countries remain unexplored. Follow-up studies are required to fill this gap. As this study was initiated, additional research is needed to provide information on athletes who are still in the closet. Cross-comparisons between gay athletes and their heterosexual teammates can help bridge the gap in perspectives.

Participants emphasized collective efforts in creating inclusive and welcoming environments for gay athletes, including anti-discrimination policies related to language use, showers and relocation adjustments.

Participants have put forth concrete recommendations for enhancing inclusivity within team sport environments and society at large, including proposals for early educational initiatives within the school systems.

This is the first empirical study that focuses on the experiences of gay professional team sport athletes.

The manoeuvring of everyday spaces to nudge the population towards a physically active lifestyle or active living has been the hallmark of the policy modes of instrumental thinking for combating physical inactivity, particularly in urban spaces across the world. Thus, the active promotion of fitness activities by the postcolonial state signifies the centrality of the body in disciplining docile and inactive individuals to produce fit and active citizens. Such a population-based approach has often raised concerns about social and spatial justice and expressions of identity, liberty, and surveillance, even as everyday spaces in cities continue to exhibit elements of colonial governmentality. In the midst of this, the body continues to be central to the ways in which such a population makes sense of being physically active and ‘being healthy’ in their everyday lives. By employing a multi-sited ethnography conducted over a period of 10 months in different public parks in Delhi, the present chapter aims to understand the ways in which fitness activities are performed, produced, and practised in the city. While public parks themselves are a product of colonial urban governmentalities in Delhi, this chapter argues that active bodies engaged in everyday sports in the parks also emerge as the critical site for the bodily inscription of global standards of physical activity. Driven by Western fitness regimes, individuals tend to understand themselves as entrepreneurial selves that can bring to life this imagination of the body ideal even while being engaged in various fitness and leisure activities aimed at being ‘healthy’.

This study aims to identify how the use of digital technology for performance and commercial aspects of action sports can both create and destruct value.

Exploratory research based on 30 interviews with coaches, athletes, judges, federations, fans and sponsoring organizations from Europe, across five action sport disciplines that are included in the Olympic program.

Value creation of digital technology use related to the performance aspect of action sports fall into two categories: performance enhancement and performance evaluation. Value creation related to the commercialization aspect of action sports relate to specific technologies, in particular a video streaming and a centralized data and engagement platform, as well as to possibilities for betting and making sponsoring more measurable. Notably, such value creation opportunities are also accompanied by possible value destruction, as they interfere with the ethos of action sports (i.e. the unique nature and special culture).

Drawing from service-dominant logic and adopting the value creation/destruction lens, this paper is the first to study how digitalization in the areas of performance and commercialization may further intensify tensions related to the ethos of action sports. Our approach is inclusive in terms of the types of digital technologies, action sport disciplines and stakeholders considered.

The study’s purpose is to investigate the constraints and facilitators influencing skiing participation in Beijing. This research includes three segments based on the frequency of skiing participation (i.e. non-, low-frequency-, and high-frequency skiers). By doing so, the study offers an enhanced understanding of the Chinese skiing market and unveils insights assisting industry professionals to effectively address their customers' diverse needs and expectations.

An online survey was developed based on prior research and consisted of four sections: (1) skiing participation; (2) constraints; (3) facilitators; (4) demographics. Items in the constraint and facilitator scale were measured using a 7-point Likert scale. A total of 409 participants completed the survey. The participants included 137 non-skiers, 134 low-frequency skiers, and 138 high-frequency skiers.

Through an exploratory factor analysis, three constructs emerged: general constraints, facilitators and learning constraints. As expected, facilitators were a positive predictor of skiing participation. Importantly, the emergent construct of learning constraints was a negative predictor of skiing and yet, the construct of general constraints was insignificant. Furthermore, the three segments differ significantly in household status, income, and education level.

These results support previous research noting the relevance in skiing participation of the dimensions: facilitators and learning constraints. The findings point to the need for ski resorts in Beijing to offer instructional sessions for beginners so they may become familiar with skiing fundamentals and enhance their confidence, particularly among nonskiers and low-frequency skiers.

Taking the Mamá Fit memes and other social media eruptions as a starting point and delving deeper into popular print media, this chapter traces the racialized and gendered practices that constitute fitness in El Salvador in a diasporic context. Importantly, the word fit is now often expressed in English, captured in the names of commercial gyms and diet advertisements; the use of this word signals an important cultural change in conventional understandings of the body in a Spanish-speaking society. By charting the emergence of this new health/beauty norm in a transnational domain, this chapter explores the relationship between shifting patterns of gendered body discipline and changes in El Salvador’s location within the global political economy. This chapter argues that fitness discourse has become a subtle, but powerful, conduit for coloniality during a renegotiation of the meaning of gender to fit a neoliberal reality. The argument ends by pointing in the direction of future research to explore how this discourse is experienced in embodied practice with potentially contradictory impacts in Salvadoran society.