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Book part
Publication date: 30 July 2020

Abstract

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Sport and the Environment
Type: Book
ISBN: 978-1-78769-029-5

Content available
Book part
Publication date: 15 October 2018

Abstract

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Seven Faces of Women’s Sport
Type: Book
ISBN: 978-1-78743-711-1

Open Access
Article
Publication date: 7 December 2020

Dalia Sedky, Wael Kortam and Ehab AbouAish

The purpose of this study is to examine how sports marketing can attract audiences towards less popular sports.

15597

Abstract

Purpose

The purpose of this study is to examine how sports marketing can attract audiences towards less popular sports.

Design/methodology/approach

A total of 22 interviews were conducted first to explore the opinions of sports professionals about how audiences can be attracted towards less popular sports. Then 479 responses to an online questionnaire were collected. The online questionnaire includes a pretest-posttest experiment in which each respondent has watched a video. Confirmatory factor analysis, reliability test and hierarchical regression analysis have been performed.

Findings

The elements of sports marketing that can help to attract audiences towards less popular sports are sports media, sports advertising, star athlete and sports sponsorship. The performance of national teams moderates the relationship between sports advertising and attraction towards less popular sports.

Originality/value

To the best of the authors’ knowledge, a definition of sustainable sports marketing is introduced for the first time. Sustainable sports marketing can be defined as the continuous implementation of marketing activities in the sports context to ensure the continuous existence of the sports themselves (all types of sports) and the prosperity of future generations. Elements that can attract audiences towards less popular sports have been examined for the first time.

Details

Journal of Humanities and Applied Social Sciences, vol. 4 no. 2
Type: Research Article
ISSN:

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Content available
Book part
Publication date: 16 October 2017

Abstract

Details

The Experience of Democracy and Bureaucracy in South Korea
Type: Book
ISBN: 978-1-78714-471-2

Content available
Book part
Publication date: 29 November 2021

Abstract

Details

Sport, Gender and Mega-Events
Type: Book
ISBN: 978-1-83982-937-6

Open Access
Article
Publication date: 7 March 2019

Mark van Rijn, Samuel Kristal and Jörg Henseler

The purpose of this paper is to explore the reasons for the discontinuation of sports sponsor–sponsee relationships and categorize them. Despite the negative outcomes of a…

6081

Abstract

Purpose

The purpose of this paper is to explore the reasons for the discontinuation of sports sponsor–sponsee relationships and categorize them. Despite the negative outcomes of a sponsorship dissolution, research on this topic is rather scarce.

Design/methodology/approach

The paper relies on an analysis of 24 historical cases and 19 in-depth interviews focusing on the Dutch soccer league. Several sponsorship disruptors are identified and clustered into four categories.

Findings

The four categories for sponsorship dissolution are the following: sponsor-related factors, sponsee-related factors, inter-relational factors and external factors. In total, ten sponsorship disruptors are identified: insufficient value creation, objectives achieved, sports results, signal to society, exclusivity, negativity, personal relationship, changed marketing strategy, financial situation and legislation and regulation.

Research limitations/implications

This study primarily investigates soccer sponsorship cases. Future research could investigate other sponsorship areas, which could yield different reasons for sponsorship termination.

Practical implications

Practitioners are advised to view the sponsorship relationship as a strategic alliance, rather than a resource, from the beginning of the sponsorship. A solid relational framework is needed, which is built around the elements of trust, commitment and collaborative communication. If such a foundation does not exist or has eroded, the sponsorship relationship is fragile and can be endangered by various factors.

Originality/value

This study uses inductive reasoning to devise a framework that enables sponsees to anticipate when sponsors are likely to discontinue their sponsorship such that the sponsees can take actions accordingly. Apart from validating existing reasons for sponsorship dissolution, this research also presents novel and previously undiscovered sponsorship disruptors.

Details

International Journal of Sports Marketing and Sponsorship, vol. 20 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Open Access
Article
Publication date: 20 February 2023

Chen Chen and Timothy Kellison

This paper aims to explore what environmental justice (EJ) can offer to sport management research and highlights the urgency for sport management scholars interested in…

1166

Abstract

Purpose

This paper aims to explore what environmental justice (EJ) can offer to sport management research and highlights the urgency for sport management scholars interested in environmental and ecological issues to engage with EJ as an important research agenda.

Design/methodology/approach

This paper is primarily a position and conceptual paper. Drawing from multidisciplinary literature (e.g. critical human geography, environmental sociology, Indigenous studies and postcolonial studies), it provides an overview of the major conceptualizations of EJ and discusses important premises for sport management researchers to engage with EJ topics.

Findings

EJ offers opportunities for sport management researchers to form stronger analyses on existing racial, socio-economic, and gender-related inequities manifest in the sport industry. The incorporation of EJ can strengthen the emerging sport ecology research in sport management and offer opportunities for sport management researchers to form stronger analyses on existing racial, class and gender-related inequities manifest in the sport industry.

Originality/value

It provides a critical and original intervention to the sport management literature. EJ's emphasis on power and its position at the convergence of social movements, public policy, and scholarship hold important potential for sport management researchers to advance scholarship with “actions,” addressing environmental harms and seeking practical solutions for enhancing communities' well-being.

Details

Sport, Business and Management: An International Journal, vol. 13 no. 3
Type: Research Article
ISSN: 2042-678X

Keywords

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