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The study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams.

An online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).

The findings revealed that corporate social responsibility (CSR) is able to influence brand equity, brand credibility and patronage intentions. Also, brand equity and brand credibility were found to be positively related to patronage intentions. In addition to that, the findings show that brand equity and team credibility partially mediate the relationship between CSR and patronage intentions.

The findings provide valuable insights to sports teams/club managers aiming to attract new fans and retain current ones by investing in CSR and enhancing brand credibility and equity. Strategies to integrate CSR into relationship marketing and brand management are outlined.

This study empirically highlights the critical role of adhering to CSR and the effects of brand credibility and equity in enhancing patronage intentions among football team fans.

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 purpose of this paper was (1) to examine the underexplored intersection of sports betting and favorite team loyalty, and (2) to assess differences in gambling behavior among sport bettors by varying levels of team loyalty.

A total of 1,555 National Football League (NFL) bettors and non-betting NFL fans were surveyed to assess media consumption across a mix of team loyalty attitudes and betting behaviors.

Statistically significant differences were found between four types of NFL fans (casual, team loyalty-dominant, betting-dominant and hybrid) as it relates to media consumption in various forms. Most notably, the results suggested symbiosis between the activities.

The symbiosis finding, though preliminary, suggests the activity provides an additional platform for consumers to connect with spectator sport. Furthermore, the act of betting, like participation in fantasy sports, appears to spur consumption of the NFL product generally. The study, however, was limited to NFL fans, did not specify the method for sports betting, nor the intensity of gambling.

Teams should not worry that betting detracts from fan engagement with the team product. Also, leagues and media providers should continue to highlight betting content as participants consume at higher rates than non-participating sports fans.

Team fandom may potentially moderate problem behavior among bettors. The betting results indicate being a loyal team fan lowers one’s gambling spend per month and largest bet compared to non-loyal bettors. However, the hybrid fan showed significantly higher media consumption levels.

Sports fans have more opportunities to interact and engage with their favorite games than ever before. However, consumers have limited amounts of time and money, and this study is one of the first to examine differences in fan interests and behaviors related to sport betting and team loyalty and the resulting viewership and consumption behavior.

Communication aids sports teams in achieving physical feats through the process of teamwork. Working in fast-paced, high-pressure environments, sports teams are epitomized by their focus on effective physical and mental coordination, constantly adapting as a team to changing information and dynamic opponents. However, successful physical and mental coordination in sports teams are dependent on communication that may occur well before gameplay. For this reason, coaches and team leaders focus on various communicative activities throughout the life of a sports team, such as knowledge sharing, role clarity, goal setting, motivation, culture, and cohesion. Sports teams also provide unique insights into how teams communicate in single-gender groups, how heightened emotion affects team performance, and how event finality plays a role in team process.

In this study, we analyze sport as a cultural product of a particular place. We use the concept of “tradition” to highlight the collective (as opposed to individual) aspects of sport, emphasizing the importance of temporality, emergence, and novelty in social processes. We conducted a case study of internationally successful Icelandic men’s team handball that provides an interesting topic in this respect. Our findings challenge decades of research on sport that has stressed innate talent, individual qualities or physiological processes rather than the sociocultural processes. They support the interactionist approach to culture showing how local culture, rooted in specific interaction settings, influences the formation and development of a successful sport tradition. It is the way that cultural elements interact and combine in various networks that is crucial for national variations in playing sport. The social processes involved are best captured by Mead’s concepts of emergence, novelty, and the principle of sociality. These concepts help us to explain how unique national styles of playing sports derive from general cultural and social mechanism that interact to produce emergent and novel national variations. Our findings also support and extend earlier work on craftsmanship indicating that crafts-work, which is a part of an organized community resembling the old “workshop,” explains in part how innovations originate in sport-specific and other local networks. These theories offer a sociological extension of pragmatic theories of learning, emphasizing the group in the tradition of Mead.

The purpose of this study was to compare four different consumer pathway models based on identity theory, attitude/loyalty theory, lifestyle theory and hierarchy of effects theory, each with associated instruments measuring connection to the team.

The authors did a two-study analysis, first collecting data from people aware of an NFL team (N = 218) and then an MLS team (N = 209) to determine which connection item performed better.

The authors found that the Consumer Pathway for Sport Fandom based on the hierarchy of effects theory and its associated interest measurement item performed better than the other three frameworks and items. The Interest item shared the most variance with games attended, games intending to attend, games watched via media and games intending to watch via media.

The Consumer Pathway for Sport Fandom represents the entire consumer spectrum from non-aware consumers all the way up to die-hard sports fans. This pathway will allow sport marketers to track their consumers from initial awareness of the product or service all the way through the brand relationship to ultimate loyalty.

Coaches from both the professional and college ranks are often put forth as archetypal examples of effective leaders – individuals’ whose behaviors, styles, and wisdom provide the ever elusive playbook for how to successfully lead others. While numerous books and articles in the popular press put forth advice from leaders in the sports world, numerous empirical studies of the drivers of successful sports leadership and the factors that contribute to leader success in the context of sports have also been conducted. In this chapter, we first provide a broad review of empirical leadership research conducted within the sports world and examine how research within the sports context provides a suitable and advantageous setting for leadership research in general. Second, we offer a road map of opportunities for future leadership studies within the context of sports. The goal of this chapter is to stimulate and rally more thought-provoking research related to leadership in sports that generates insights for organizational leadership across contexts.

This paper examines the construction of ethnic ties between immigrants from different counties in Ireland in New York City. Specifically, it explores an attempt to foster Irish unity and pride through the playing of Gaelic sports in New York City (1904–1916). Rather than treating Gaelic sport as a cultural resource that ethnic entrepreneurs harnessed, the paper treats both Gaelic sports and Irish ethnicity as delicate organizational accomplishment. This paper traces a delicate process of experimentation, spanning more than a decade, at the end of which the organizers of the sport managed to produce gripping, but friendly, rivalries between the different teams. This accomplishment created ethnic institutional scaffolding within which immigrants were more likely to see themselves as Irish Americans rather than merely immigrants from particular counties on the island.

The purpose of this study was to explore the process of change in existing professional sport organisations as they initiate a women's team.

Three Australian Football League clubs with licenses for professional women's teams were examined, with semi-structured interviews held with three key department managers from each club.

The findings suggest organisations adopt either a community-focused or commercially focused approach, the selection of which is a response to the interplay of institutional pressures (e.g. league demands), resource demands (e.g. human and financial) and the strategic choices of a few, key “idea champions”.

This study provides insight into the approach change taken by clubs as they introduce a women's team into their existing organisational structure.

The study aimed to establish football fans' levels of social identity, team loyalty, and behavioral intentions toward sports consumption and to determine the relationship between these variables using a structural equation model.

Research methods: The research model was tested by data analysis using AMOS 23.0. The study sample included 518 football fans with mean age 30.87 (±10.15) years. Data were collected using an online questionnaire delivered to football fans via social media.

The results supported the study hypotheses and showed that social identity and team loyalty had a significant effect on behavioral intention toward sport consumption for football teams. Social identity was found to have a direct effect on sport consumption behaviors. It was further established that team loyalty was a mediator in the relationship between the fans' social identity and behavioral intention toward sports consumption.

The study planned to collect the data at the stadium entrance before the game; however, it was not possible to reach the fans face-to-face due to the COVID-19 pandemic, and therefore, the data were collected online.

By understanding how the extent of social identity affects sports consumption intention, sports club managers can achieve a higher level of fan loyalty to their teams.

The present study provides additional insight into the available literature on team identification. It demonstrated that team identification was associated with social identity and that social identity had an impact on sports consumption behaviors.

This study is an original study in that it is a study in which the social identity scale is used together with the variables of team loyalty and sports consumption behavior intention. The findings of this study help understand the processes that shape the behavioral intentions of football fans toward sports consumption. Furthermore, the mediating role of the developed model was tested using team loyalty.