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The purpose of this research is to develop a more precise evaluation of sport sponsorship efficiency in participant-based sport, by investigating the specific aspects of participants' attitude and behavior toward sponsors. In more detail, this research develops a comprehensive sponsorship model in the participant sport context, integrating the following constructs: sport involvement, sincerity, social media use, beliefs about sponsorship, satisfaction with event, sponsor's image, awareness of sponsors, attitude toward sponsors, purchase and word of mouth intentions.

A quantitative method was utilized and 1,056 questionnaires were effectively collected and analyzed via SPSS and AMOS. Using structural equation modeling, this research tested a conceptual framework analyzing the role of different factors for sponsorship efficiency in a participant sport context.

The present research proposes a model of 10 variables which altogether permits a complete comprehension of how to expand the linkages among antecedents and outcomes of sport sponsorship in participant-based sports. The proposed factors assume a critical role in upgrading sponsorship effectiveness, which is reflected through a continuum of responses that regularly begins with sponsorship awareness and, at last, leads to increments in participants' purchase and word of mouth intentions regarding sponsors' products.

Various implications for future studies as well as strategies to boost the advantages for sponsoring firms in participant-based sports, can be drawn from the suggested model.

Up to the present, there is a scarcity of research exploring the effectiveness of sponsorship in participant-based sports. The majority of sponsorship studies measure the impact of sponsorship on spectators, neglecting the role of participants as potential vehicles in the sport sponsorship setting. This study is the first to exploring the role of sport participants in sport sponsorship literature, provides a comprehensive framework, which can guide future studies and enhance sponsorship efficiency in a participant sport context.

Despite the fact this is already known over how sports spectators interpret sponsorship content, less is known about participants’ sentiments toward sponsors, which are sometimes crucial to the survival of participation sporting events. Various researchers have examined at how spectators recognize or recall sponsors, but very few have explored it from the viewpoint of sport participants. This research portrays a shift in focus from spectator-based to participant-based marketing by studying the differences over how participants and spectators perceive sport sponsorship, recognizing the current knowledge gap regarding the process of sponsorship in participant-based sports. Sponsorship previous research has focused on the effectiveness of sport sponsorships utilizing variables such sponsor recognition, desire to sponsors’ products and anticipated sponsorship advantages (Koronios and Dimitropoulos, 2020). The examination of sport sponsorship from the standpoint of the sport spectator is something that many of the past studies have in common. The application of past research analysing sport sponsorship from a distinct perspective: that of the sport participant, distinguishes the present study. In addition, the present study explores the distinctions in sponsorship effectiveness between spectators and participants, a topic which hasn't been addressed at before in sponsorship literature.

This study depicts a move away from spectator-based to participant-based marketing, utilizing contemporary implicit physiological variables to measure participants’ and spectators’ awareness of and attitude toward sponsors, and it proposes a model of their purchase intentions toward real sponsors of a martial event. A total of 1,332 questionnaires were collected and analysed.

Factors such as sport involvement, social media use, sincerity and beliefs of sponsorship were found to have a significant effect on purchase intention of spectators and participants. And crucial differences in the significance of various antecedent factors between spectators and participants were detected in the formation of positive purchase and word-of-mouth intentions.

This paper gives prominence to contemporary methodological advances in the field of implicit social cognition and their relevance to sponsorship. This is the first sponsorship research which examines the effectiveness of sponsorship variables under the implicit–explicit variables dichotomy.

The purpose of this paper is to measure participants’ sponsorship awareness, and assess a model designed to predict participants’ behavioral intentions toward the sponsors of the Fayetteville Race Series.

The study is based on non-experimental survey research design using path analysis.

Perceived sponsor goodwill had a positive direct effect on participants’ sponsor behavioral intentions, as well as a positive indirect effect partially mediated by sponsor image. Sponsor image and future event participation also had positive direct effects on behavioral intentions. Overall, participants had very positive perceptions of the sponsors’ goodwill and image, and indicated positive future intentions. Participants’ ability to identify event sponsors through aided recall was inconsistent between the two events studied.

The positive outcomes for sponsors observed in this study should make small, regional, participant-based sport events appealing marketing channels, especially for generating goodwill in the community. Further, even small sponsorship spends can have a significant impact on these smaller events, since traditional funding sources continue to be cut.

Existing literature on sponsorship of participant sport-based events has generally focused on large events (i.e. marathons that draw participants nationally), despite the prevalence of smaller scale, regional events around the world.

This paper proposes a framework that focuses on instilling feelings of gratitude within consumers. Participant sports events are often funded largely by sponsorship revenues, and their consumer base is considered to represent an identifiably unique market. These conditions are argued to be favourable for integrating a gratitude framework. A model is presented that depicts gratitude as a mediating mechanism within a reciprocal relationship between the sponsor and the consumers. It includes purchase intentions as the behavioural outcome of gratitude. The findings suggest that incorporating feelings of gratitude may prove to be advantageous for potential sponsors within the participant sports industry.

This study investigates the role that sports brands play in building group identity within a niche sports subculture, via research from two different trail running events. Participants exhibit some of the characteristics of an activity-based subculture of consumption, and brands play a role in building group identity. A key factor that drives a serious leisure pursuit to become an activity-based subculture of consumption is identified as high levels of socialising among participants.

The purpose of this paper is to explore the sources of inspiration for active participants in sport events, and the link between inspiration sources and event-related outcomes (i.e. life satisfaction and behavioral intentions).

Research questions were examined using a Greek (n=264) and a US (n=103) sample of participants of two small-scale running events. Content analysis was used to identify and code the themes of inspiration, while a multivariate analyses of variance was performed to test the inspiration group differences on life satisfaction and behavioral intentions.

The qualitative findings revealed three categories of inspiration source identified in each sample. The quantitative results showed that the interaction between inspiration source and event type had an overall effect on participants’ life satisfaction and future participation intention. Specifically, findings highlighted the different roles of inspiration on influencing life satisfaction and participation intention of short-distance (i.e. 5 and 10k) event participants than those of long-distance (i.e. marathon) runners.

This study identifies the sources of inspiration in small-scale sport events and provides preliminary empirical evidence where inspiration source and event type jointly influence participants’ life satisfaction and behavioral intentions.

Understanding the sources of inspiration provides event leveraging opportunities to inspire citizens to become more active in sports. Given that the sources of inspiration vary among different segments of event participants, event managers need to adopt differential communication and promotional activities geared to the needs of these targets.

The study provides the first empirical work exploring the sources of inspiration among active participants in small-scale sport events.

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.

Mass participation sport events, such as running events, have the potential to foster social capital among event participants. The purpose of this study is to investigate the interrelationships among sport event participation, social capital and various (behavioral, psychological, informational and negative) outcomes.

Following Putnam's social capital approach, a research model was developed and tested using confirmatory factor analysis and structural equation modeling, based on survey data from 301 runners with varied running histories and event experiences.

Results showed a limited impact of sport event participation on participants' social capital, indicating that the temporary interactions within the event timeframe were insufficient to generate sustainable social capital among event participants. Nevertheless, significant relationships were found between social capital and behavioral, psychological and informational outcomes of social capital, suggesting that social capital can be converted to a range of benefits for participants and the event community.

Event marketers and sponsors should take strategic actions to enhance participants' social experience and cultivate social capital, which may help them gain support from the event community irrespective of past experiences with participation.

This study extends Putnam's social capital framework into mass participation sport event context. As an initial effort to quantitatively test the linkage among event participation, social capital and various outcomes, this study offers empirical insights into the role of sport event participation in generating long-term social benefits for event participants.

Since 2014, “sport for all” has been promoted as a new national strategy in China, which injects powerful dynamism and vitality for its development in numerous aspects. However, there has been very little feedback on sport service provision in community, and the satisfaction level of community participants is largely unmeasured. To promote physical and mental health of residents and form a stronger foundation of sport culture, more attention should be directed to community sports. The purpose of this paper is to examine the impact of community-sport service provisions on participants’ satisfaction and, in turn, on their sport participation behavior.

Community-sport program participants in China (n=576) responded to a survey measuring the proposed concepts.

Structural equation modeling analyses revealed that community-sport services in the areas of sport facility, grassroots sport organizations and sport activity programs had strong influences on participant satisfaction and, in turn, their desire for participation, which highlighted the demand for high-quality sport service provision by community.

The study contributed to the literature by proposing two clear dimensions (core sport service and peripheral sport service) for the measurement of public sport service provision in community sports. A second theoretical contribution of the study relates to the clarification of the relationship between the two dimensions of community-sport service provision (both core and peripheral services) and community participants’ satisfaction levels.

The purpose of this paper is two-fold. First, the authors compared tourists with local participants to determine if motivations to participate in a mid-scale marathon event varied based on participant type, and if they perceived the event differently. Second, Kaplanidou and Vogt suggested further testing and validation of their scale to measure meanings people attach to sport events was warranted, and the current investigation provides such evaluation.

Working with the event organizer, the authors distributed an online questionnaire to marathon participants in a mid-scale event. The questionnaire included the Sport Motivation Scale-II, Sport Event Evaluation Scale, and demographics.

Results indicated no differences between sport tourists and residents in motivation and meanings attached to the event; however, differences in perception did exist. Data further validated the Sport Event Evaluation Scale.

The study established self-determination theory (SDT) as a viable theoretical framework to understand sport event participants motivations. It demonstrated a possible link between the individuals’ motivations and the meanings they associate with the event.

The paper provides data to support marketing the healthy benefits of participating in a marathon event as well as the need to include the fun and entertaining components of the event as well.

The study is a unique application of SDT as well as applies a theoretical framework to an area of study that has largely focussed on categorizations. Additionally, the findings establish initial findings that local participants and sport tourists possess similar forms of motivation and attach similar meanings to event participation.