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Advertisers frequently use social media for interactive and customer-oriented relationship marketing (RM) purposes. Moreover, sports clubs and players have been using their social media accounts to post content of their sponsors and other advertising companies. Such posts create visibility and have value for these advertising companies, something which has not been empirically quantified in the existing literature. Hence, this paper's purpose is to identify the factors or attributes that influence the value of such advertisement posts.

A discrete choice approach is used to empirically estimate the utility that sponsorship managers derive from a post advertising their company or product on football clubs' and players' social media.

The results indicate that more followers, better on-field performance and a lower price significantly increase the advertising company's utility. Moreover, the used social media channel has a significant influence too, since Facebook and Instagram are preferred over Twitter, due to the latter's limited degrees of freedom for advertisers.

Considering additional factors such as the image fit between sponsor and sponsee and presence on the Chinese social media market offers an interesting avenue for future research.

The empirical estimates allow commercial managers of clubs and players to derive companies' relative willingness to pay (WTP) for changes in characteristics of advertisements on their social media from the calculated utilities. This information can be used in the pricing decision when social media posts are sold or included in sponsorship packages.

This is the first study applying discrete choice modelling to link social media marketing (SMM) and sports marketing.

Academics have studied the finances of football clubs, but not the financial situation of professional football players. To fill this gap in literature, the purpose of this paper is to analyse the financial situation of individual players, the causes of financial problems and the probability of encountering financial difficulties.

A survey has been conducted of 102 players of five clubs in the Belgian first division. Based on this unique data set, a multivariate nominal logistic regression model allows the causes of financial difficulties to be identified. A derived classification model is estimated in order to predict the probability of professional players encountering financial problems.

About one out of four professional players is confronted with occasional financial problems. Next to the use and investment of income; personal, family and career status factors have a peculiar impact on the individual financial situation of professional sports players.

The results allow better identification of professional players likely to incur financial problems and better assisting them avoid problems.

Given the gap in the sports management literature, the findings from the econometric approach provide both researchers and practitioners with new insights into financial management issues of athletes. The findings may help athletes, their managers and club managers in their decision making. Future research can further build on these findings.

Corporate sports hospitality (CSH) is a relationship marketing tool whereby customers and other stakeholders are invited by a company buying CSH from a club to attend a sports event. The CSH product involves premium seating and optional services such as catering. This industry has been perceived to be in decline, especially in times of economic downturn. The purposes of this paper are a quantification of the CSH industry’s value and the development of a formal CSH management process for both companies and clubs.

A case study from the highest division in Belgian football (soccer) is conducted, involving interviews and quantitative data collection as the primary data source, in addition to secondary data and insights from the literature. As opposed to literature, this paper uses a holistic approach, combining the perspective of the club and the CSH buying company with attention for customers.

CSH returns account for an important share of club revenues (>10%), despite the smaller market compared to the American major sports leagues. Since a club experiences the strongest competitive impact from substitutes and other clubs in the league, and CSH is often managed on an ad hoc base, disposing of a formal management process is crucial for both clubs and companies. For companies buying CSH, not only return on investment but also return on other objectives matters. Moreover, CSH is at least as effective to deepen existing business relationships as to create new ones.

The paper provides clubs and companies with a theoretic background and practical key performance indicators (KPIs) to base their managerial decisions on. Although external validity to other Belgian venue-based sports can reasonably be assumed, translating the findings to other countries or non-venue based sports requires caution.

Little academic research about the CSH industry is available. Specific KPIs to define objectives and measure output, as well as feedback loops for clubs and companies, are developed. The proposed CSH management process follows the same high-level steps, but with different specific actions per actor, leading to a better understanding of similarities and differences of both processes, and a better co-creation of the CSH event.

Existing studies about airline productivity and cost competitiveness are focusing on combination carriers, transporting both passengers and cargo in the same aircraft and with the same inputs. Scientific research about the cost structure and productive performance of all-cargo carriers is very limited. However, the importance of air cargo and express transport in our globalized economy, the high volatility of all-cargo carriers (especially since the 2008 economic crisis), and the success of integrators show the need for more scientific attention to this industry. This chapter aims at benchmarking the productivity and cost competitiveness of US integrated and non-integrated cargo carriers, based on total factor productivity and unit cost competitiveness analyses. The results unveil a positive correlation between productivity on the one hand and the size of the carrier and its average stage length on the other hand, indicating economies of scale. Correcting the results for such factors beyond managerial control and input prices allows us to measure the impact of the crisis and the consequences for the management of the individual carriers.