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Most college athletics department have not sold corporate naming rights to their athletics facilities. Popp et al. (2016) suggests two primary reasons: (1) difficulty in determining proper valuation and (2) fear of stakeholder backlash. The purpose of the current study is to address both concerns by utilizing a hedonic pricing model predicting collegiate naming rights values and utilizing fixed-effects models to determine if consumer behavior (event attendance and donations) is impacted by a corporate name change.

Data from 110 naming rights agreements among NCAA Division I programs were examined, alongside market-related variables, institution-related variables and venue-related variables. Utilizing hierarchical model building to reduce independent variables and OLS regression modeling, significant relationships with annual value of naming rights agreements were uncovered. Fixed effects models were utilized to determine if naming rights impacted attendance and donations.

A final model explained more than 53% of the variance in average annual value of naming rights agreements, with three significant factors: (1) attendance, (2) all-time winning percentage and (3) venue construction cost. Fixed-effects models revealed no significant differences in attendance or donations after a naming rights deal was signed.

Corporate naming rights agreements for college athletics facilities are a recent phenomenon. While a similar study examining drivers of collegiate sport naming rights was previously conducted, the current study revealed a shifting marketplace. In addition, no prior study has examined the impact of a corporate naming rights agreement on future attendance and donations.

The purpose of this work is (1) to supply a framework of actors in sport sponsorship and articulate the service relationships that support these partnerships and (2) to propose research questions in this space that are unaddressed and forward-looking.

Sponsorship is part of a complex network of actors and service relationships found in sport. The sports team, activity, or event is a sport property, often with long-term and dynamic service relationships. The authors consider how a sponsor's relationship with the sport property intersects with organizing bodies, venues, communities and society. The authors identify clusters of actors that interact with and influence other clusters (e.g. governing bodies, media, host community and venue/teams/fans) within an ecosystem, paying special attention to aspects of co-creation and co-destruction and the feedback loops that cause them.

Through this analysis, the authors identify areas of needed research at the intersection of sport sponsorship and service. The model synthesizes the literature from service-dominant logic, sports, sponsorship, systems thinking and co-creation/co-destruction research areas. Using the model and relevant cases, the authors can better understand the complexities of sport service relationships and advance research at the intersection of sport sponsorship and service.

This is the first sport sponsorship service ecosystem model. It is also the first integration of systems thinking with constructs in sport sponsorship and services.

Football is a popular sport among young people across Africa, incited by the heavy presence of European football that has become central to youth cultures, everyday social routines, forms of consumption and opportunities for establishing social status. A growing body of evidence suggests increasing trends in harmful gambling behaviours in African youth, while the proliferation of football betting particularly remains a critical potential risk for negative mental health outcomes among young people in Sub-Saharan Africa. This chapter draws on original empirical data from a web-based cross-sectional survey to examine the prevalence estimates and associations of socio-demographic and behavioural factors with football betting among young adults attending university in Ghana. It draws on a multivariable logistic regression model to assess the associations with football betting. Our findings point not only to the growing salience of football betting among male demographics, but also the role of peer culture, alcohol and media as predominant sources of participants' initiation of football betting. Moreover, participants indicated the motive ‘to make money’ as their single major motivation, which raises the prospect that football betting is used as a means to mitigate the adverse effects of unemployment. Overall, the study points to a need for harm prevention strategies that align more closely with public health approaches focused on students, their families, their communities and their universities/schools.

Using the lens of upper echelons theory, this study examines the degree to which National Collegiate Athletic Association athletic department performance outcomes are associated with the personal characteristics and experiences of the athletic director leading the organization.

The authors match organizational performance data with athletic director and institutional characteristics to form a robust data set spanning 16 years from the 2003–04 to 2018–19 seasons. The sample contains 811 observations representing 136 unique athletic directors. Fixed effects panel regressions are used to analyze organizational performance and quantile regression is used to analyze organizational revenues.

The authors fail to uncover statistically significant evidence that athletic director personal characteristics, functional experience and technical experience are associated with organizational performance. Rather, the empirical modeling indicates organizational performance is primarily driven by differentiation in the ability to acquire human capital (i.e. playing talent). The results also indicate that on average, women are more likely to lead lower revenue organizations, however, prior industry-specific technical experience offsets this relationship.

In opposition to upper echelons research in numerous settings, the modeling indicates the personal characteristics and experiences of the organization's lead executive are not an economically relevant determinant of organizational performance. This may indicate college athletics is a boundary condition in the applicability of upper echelons theory.

This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social media content.

A total of 1,711,084 posts were collected for analysis, focusing on FIFA World Cup Qatar 2022, XLI Marathon Valencia Trinidad Alfonso 2022 and Davis Cup 2022, with a particular emphasis on the Spain brand. Through Atribus, diverse social media data were recovered and analyzed. Later, we recommended employing various metrics and ANOVAs to address the research questions. Additionally, we conducted a sentiment analysis.

The results show differences between (1) the use and relevance of social network platforms and events and (2) the content generated by different countries. The practical implications offer valuable insights for sports event organizers, destination managers and other stakeholders. The research implications suggest potential avenues for future research based on the observed patterns and behaviors in social media posts related to sports events and Brand Spain.

(1) Some papers have studied the role of sports events’ social media, ignoring the comparison among different social media platforms; (2) usually, previous literature has focused on a single event or sport and (3) although there is considerable research related to the strategic and operational Inés Küster Boluda Inés Küster Boluda role of social media, there is less systematic analysis related to the extent sports events use social media in general and in specific social media platforms and virtually nonexistent studies that employ index measurements.

本研究擬分析就三個與西班牙品牌有關的國際體育賽事而言，體育社交媒體對一個國家的影響。俱體而言，本研究擬探討： (一) 、各體育賽事社交媒體平台的使用和其重要性，以及 (二) 、是哪些國家生成最多的社交媒體內容。

研究人員收集共計1,711,084帖子以便進行分析;其焦點放在2022年卡塔爾世界盃 (即2022年國際足聯世界盃) ，2022年特尼利尼達阿方索馬拉松賽－瓦倫西亞 (XLI Marathon Valencia Trinidad Alfonso 2022) 和2022年台維斯盃;研究人員特別把重點放在西班牙品牌上。研究人員透過 Atribus 重新取得多種多樣的社交媒體數據，然後進行分析。之後，研究人員建議使用不同的度量和方差分析去處理各研究問題，以及進行了情感分析。

研究結果顯示了以下兩者之差異：(一) 、社交網絡平台和比賽項目的使用和關聯，以及 (二) 、不同國家生成的內容。從這個研究發現，體育賽事的籌辦者、目的地管理人員和其它利益相關者，均會獲得寶貴的實務啟示;至於就未來學術研究的路向而言，學者和研究人員或許可觀察關於體育賽事和西班牙品牌的社交媒體帖子裡顯示的模式和行為，從而找到合適的研究路徑。

本研究有以下的貢獻：(一) 、從前的研究多只探討關於體育賽事的社交媒體所扮演的角色，而忽略了要比較不同社交媒體平台的需要;(二) 、過去的文獻通常聚焦於單一的賽事或運動上;以及 (三) 、雖然探討關於社交媒體在戰略上和在操作上所扮演的角色的研究為數不少，但甚少研究、就體育賽事大體使用社交媒體的程度，或使用特定的社交媒體平台的程度進行分析和探討。再者，幾乎沒有學者或研究人員在有關的研究上使用指標測量法;就此三點而言，本研究可說填補了有關的研究空白。

This study aims to use event system theory and job demands–resources (JD-R) model to examine the double-edged sword effect of event strength of Beijing Winter Olympics (BWO) on volunteers’ in-role performance and proactive behavior as mediated by work overload and meaningfulness.

The sample included 193 volunteer–leader dyads working at one BWO venue. The authors conducted a multitime and multisource study using Mplus 8 to examine the hypotheses.

Volunteers’ perceived BWO event strength was positively related to work overload, which reduced in-role performance and proactive behavior. Volunteers’ perceived BWO event strength was also positively related to work meaningfulness, which promoted in-role performance and proactive behavior. Perceived organizational support served as a moderator by mitigating the positive relationship between perceived BWO event strength and work overload; however, it did not strengthen the positive relationship between perceived BWO event strength and work meaningfulness.

This study developed a comprehensive model of how BWO event strength affected volunteers’ performance from the perspective of event system theory and the JD-R model, which enriches theoretical application and research in the context of mega sport events.

本研究运用事件系统理论和工作需求-资源(JD-R)模型, 探讨了2022年北京冬奥会（BWO）事件强度通过工作负荷和工作意义感知进而对志愿者角色内绩效和主动性行为的双刃剑效应。

我们在冬奥会场所之一实施了多时点、多来源的收集数据的方式, 最终样本包括193份志愿者-领导配对数据, 并使用Mplus 8来检验我们的假设。

志愿者感知的BWO事件强度与工作负荷呈正相关, 进而会降低他们的角色内绩效和主动性行为。志愿者感知的BWO事件强度与工作意义感也呈正相关, 进而会促进他们的角色内绩效和主动性行为。感知的组织支持通过弱化BWO事件强度与工作负荷之间的正相关关系, 进而调节了志愿者的角色内绩效和主动性行为; 然而, 感知的组织支持并没有强化BWO事件强度与工作意义感之间的正相关关系。

本研究结合事件系统理论和JD-R模型, 发展了一个BWO事件强度对志愿者绩效表现影响的综合模型, 丰富了有关大型体育赛事志愿者的理论应用和研究。

Este estudio utiliza la teoría del sistema de eventos y el modelo de demandas de trabajo-recursos (JD-R) para examinar el efecto de doble filo de la fuerza del evento de los Juegos Olímpicos de Invierno de Pekín (BWO) sobre el rendimiento en el rol y el comportamiento proactivo de los voluntarios, mediado por la sobrecarga laboral y la significatividad del trabajo.

Nuestra muestra incluyó 193 díadas de voluntarios-líderes que trabajaban en una sede de BWO. Realizamos un estudio multitemporal y multifuente utilizando Mplus 8 para examinar nuestras hipótesis.

La intensidad percibida por los voluntarios en los eventos de BWO también se relacionó positivamente con la significación del trabajo, que promovió el rendimiento en el rol y el comportamiento proactivo. Además, el apoyo organizativo percibido sirvió como moderador al mitigar la relación positiva entre la intensidad percibida del evento BWO y la sobrecarga de trabajo; sin embargo, no reforzó la relación positiva entre la intensidad percibida del evento BWO y la significatividad del trabajo.

Este estudio desarrolló un modelo integral de cómo la fuerza del evento BWO afectaba al rendimiento de los voluntarios desde la perspectiva de la teoría del sistema de eventos y el modelo JD-R, lo que enriquece la aplicación teórica y la investigación en el contexto de los megaeventos deportivos.

Football exists and evolves in a dynamic ecosystem, displaying a massive and multidimensional influence on most contemporary societies, and football has grown into a significant industry with a plethora of stakeholders. This research is the first to comprehensively identify the key industry stakeholders and their distinct value, from the individual club perspective, and to conceptualise and test their interrelationship toward the development of a corresponding framework of club benefits.

The study applied a multilevel approach to collect and verify qualitative data. It initially developed a preliminary conceptual framework, which was first validated by an expert panel and was subsequently extensively tested in the Cyprus-specific context, which offered fertile ground for such a study. The empirical stage rested on 41 semi-structured, face-to-face interviews with very high-ranking individuals from the top nine football clubs, as well as with key industry stakeholders.

Though the examined industry is partly in line with international norms, it is also highly affected by unique characteristics that alter the various stakeholders' role, producing (even negative) value of varied typologies that is directly linked with the industry's financial, sporting, cultural and social conditions.

The research ultimately presents scholars, practitioners and policymakers with a systemic and comprehensive understanding of the individual club stakeholder value offerings, delivers a tested framework as a tool for social and business management and prescribes future avenues for research, governance and practice.

Extant studies on the subject are either partial or focus on individual stakeholders and evidently lack requisite scientific comprehensiveness. The current research bridges this significant gap in knowledge by exhaustively identifying the key industry stakeholders, explicating their relative social, economic or other value in the individual club perspective and developing a value-based stakeholder framework.

This paper aims to provide an overview of a social marketing intervention that aimed to increase physical activity (aligned to UN SDG 3) among adolescents in Bali, Indonesia.

Three sequential phases were followed to deliver the social marketing intervention. Phrase 1 (formative research) gained insights that guided a subsequent social marketing intervention. Phase 2 (pilot intervention) gathered preliminary results, to support the development of the final intervention. Phase 3 (intervention) evaluated the effectiveness of the two-month social marketing intervention.

The results from the intervention tested in this paper identified significant behaviour change in physical activity, demonstrating the effectiveness of the intervention. Furthermore, the paper identifies which intervention inputs contribute to behaviour change and which do not.

This paper describes the outcomes from an eight-week pilot programme that aimed to increase rates of physical activity for Indonesian adolescents and provides early evidence of impact.

This study found that providing adolescents with the opportunity to play team sports increases physical activity behaviour.

There is a lot of ground that needs to be made in terms of designing programs capable of achieving impact in the Global South. The approach reported in this paper can serve as a best-practice model for researchers wanting to drive lasting behaviour change to overcome known inequities in the Global South.

Gambling is well-recognised as a significant public health threat. However, current responses to gambling still primarily focus on individualised responsible gambling paradigms, which neglects to consider the range of commercial and political determinants that contribute to gambling harm and how it might influence young people's gambling attitudes and consumption intentions. This includes the marketing tactics used by the gambling industry to normalise harmful gambling products as embedded in everyday life, including in sport. Young people have demonstrated an in-depth gambling brand awareness and can even recall specific strategies used in gambling advertising that might appeal to children. There have been continuous calls for action to protect children and young people from the commercial marketing of gambling products from a range of stakeholders, including young people and their parents. Young people and their parents are very supportive of increased regulations on gambling advertising, particularly during sport, and have called for sporting teams and codes to reject sponsorship deals with gambling companies. However, a heavy reliance on industry self-regulation has meant that governments across the world have decided that the costs associated with exposing children and young people to pervasive gambling marketing are outweighed by perceived benefits that gambling provides to businesses benefiting financially from gambling. Comprehensive curbs on marketing, as seen in tobacco, are required to significantly reduce young people's exposure to gambling advertising and ultimately prevent the next generation of harm.

The purpose of this study was to gather insights from sport marketing professionals and identify key opportunities, challenges and knowledge that sport marketing educators and researchers could utilize in developing curriculum and research agendas.

A qualitative approach was used, and data were collected through in-depth interviews with 15 sport marketing professionals. Participants were asked questions related to the knowledge, skills and experiences that they believe are important for students to have to be successful in the industry, as well as the types of research that would be most useful in their day-to-day work.

Industry professionals noted collaboration, transformation in digital marketing, data and analytics and experiential marketing as key trends facing the industry today. The findings suggest that sport marketing curriculum should focus on soft skill development such as communication, relationship building and empathy alongside hard skill development such as data analysis and storytelling. As well, findings show research areas where scholars can aid practitioners with a focus on consumer insights, technology, measuring ROI and experiential marketing.

With these findings, educators and scholars can better prepare students for successful careers in industry and contribute to the ongoing advancement of the scholarly field. This study serves as a starting point for further research in this area, and it is hoped that it will spark continued collaboration between academia and industry.