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This study explores the relationship between brand image and brand equity in the context of sports sponsorship. Keller's (1993, 2003) customer-based brand equity models are the conceptual inspiration for the research, with Faircloth, Capella, and Alford's (2001) conceptual model – adapted from the work of Aaker (1991) and Keller (1993) – the primary conceptual model. The study focuses on the sponsorship relationship between the New Zealand All Blacks and their major sponsor and co-branding partner, adidas. The sporting context for the study was the 2003 Rugby World Cup held in Australia. Data were collected from two independent samples of 200 respondents, utilizing simple random sampling procedures. A bivariate correlation analysis was undertaken to test whether there was any correlation between changes in adidas' brand image and adidas' brand equity as a result of the All Blacks' performance in the 2003 Rugby World Cup. Results support the view that Keller (1993, 2003) proposes that brand image is antecedent to the brand equity construct. Results are also consistent with the findings of Faircloth et al. (2001) that brand image directly impacts brand equity.

Company programs to hire military veterans and Olympic athletes represent a convergence of responsibilities, interests, and opportunities for human resources (HR) and public relations (PR) staffs. These employment initiatives often reflect corporate social responsibility (CSR) values as well as business goals. This chapter explores why companies create special hiring programs, how they are integrated into an HR function, and the role of PR in communicating about the program as part of a socially responsible mission. Though distinctive in their roles – HR in managing corporate staffing and PR in shaping a company’s image and promoting its brands – these two functions can jointly amplify the value and impact of special hiring programs.

Sport is an international activity due to its cultural, economic and social significance in the global economy. This chapter focuses on the international aspect of sport in terms of international sports organizations and the internationalization of sports firms. To do this, this chapter highlights the role of branding, social media and marketing in international sports activities. This includes a discussion of how the Olympics and World Cup have influenced internationalization and the impact of athletes increasingly becoming global celebrities. The impact of new technological innovations is also stressed that shows the increased international relevance of sport.

Purpose – The purpose of this chapter is to describe the current situation regarding alcohol use and consumption in relation with sport in France.

Design/methodology/approach – Based on a literature review, the authors describe the particular regulatory French context regarding alcohol sales, publicity and consumption around sport and analyze the relationships between alcohol and sport participation, and sporting events.

Findings – Despite an apparent strict legal frame, exemptions, margins of manoeuvre and non-applications of the law portray the situation as more complex than it appears. As for sport participation, if the myth of ascetic sportsmen and sportswomen is not supported, the use and consumption profiles are not clear-cut depending on numerous factors such as age, gender, socio-economic status, intensity and level of sport participation, club membership and more importantly sport subcultures. However, in many cases, strong links with masculinity, as found in the literature, were observed. As for sporting events, the current situation regarding the bans on alcohol sales and sport sponsorship seems again more complex than the law suggests and appears to be continuously contested by stakeholders with different, but often convergent expectations.

Research limitations/implications – The results demonstrate a need to go deeper than visible and official appearances to properly understand the complex relationships between sport and alcohol in France. Particularly, and considering the lack of specific research and evidence regarding the situation, the current public debates regarding the situation cannot be properly informed and are thus strongly influenced by various stakeholders and lobbies, constituting an unsettled field.

This study reviews the academic literature on global reputations and its implications for meritocracy. Over the years, systems of measuring and visualizing reputation have proliferated globally with organizations competing for talented employees, clients, and resources in a situation of limited supply, resulting in the emergence of reputation systems as a device to position businesses in the international market and to contend cross-nationally for prestige. Yet, the tangible utilities of these systems for promoting a meritocratic culture remain contested. Notwithstanding their utility as cognitive heuristics, global reputation systems can distort information and become dysfunctional when consumers embedded in vastly different cultures and institutional environments navigate these systems. This chapter identifies gaps in extant knowledge and suggests number of ways of improving our theoretical and analytical frameworks on the association between reputation and meritocracy. Specifically, it advances the concept of “reputation work” to understand how reputations are built, evaluated, maintained, communicated, consumed, and deconstructed and calls for attention to each of these dimensions to forge a stronger coupling between reputations and meritocracy.

Mothers play important roles in their families' lives. When they are high performance athletes, they need specific supports that will enable them to excel in their roles as mother athletes. The feminist qualitative research in this chapter is based on data from two studies drawn from semi-structured interviews with elite female distance runners: 14 in 2013–2014 and 11 in 2021. We address two questions: (1) what are the considerations that elite female distance runners make around planning their pregnancy(ies) and family lives? and (2) how have experiences shifted between athlete interviews in 2013–2014 and a new cohort of athletes in 2021? In order to address these questions, we drew on three complementary theoretical approaches: liberal feminism, radical feminism, and strategic essentialism. Further, we then used thematic analysis and generated three broader themes about elite female distance runners that aligned with both cohorts of athletes. First, athletes are forced to plan/strategize their pregnancies around finances, competitions, contracts, and spousal supports due to the lack of support from athletic governing bodies or corporate sponsors. Second, female athletes who choose to have children experience stress and uncertainty in their athletic careers that their male counterparts do not. Third, elite female athletes are demanding that further change occur to address these inequalities, and participants offered a number of potential solutions to improve supports for these athletes. Although solid progress has been noted in the timeframes of our two cohorts, further commitment from athletic governing bodies and corporate sponsors is needed to work toward gender equity in athletics.