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The increased importance of sports and athlete brands highlights the need for athletes to pay attention to branding as it has positive impacts. As athletes, Muslim women have not succeeded in building their brands. This study aims to understand the branding challenges facing Muslim female athletes and how to overcome them.

These branding obstacles and guidelines were explored using qualitative methods – specifically semi-structured interviews with Muslim female athletes and focus groups with experts. Data were analysed using open and axial coding to identify the codes.

The study identifies three major obstacles to branding by Muslim female athletes. Self-related obstacles, such as knowledge of brand building, social media, personal pressure and a lack of role models, impact the brand-building decision. Social-related (family and society) and sport-related obstacles (participation as women and as Muslims) further complicate this task. Experts provide additional insights regarding these obstacles, suggesting strategies to overcome them.

The research focuses on athletes from one geographical area and has limitations associated with using qualitative methods.

The study suggests how self-, social- and sport-related obstacles are faced by athletes. It provides suggestions for federations, sports codes and other stakeholders to support athletes to overcome these barriers.

This study expands the understanding of the struggles Muslim women face in building their brands as part of an under-represented group.

The primary purpose of this paper is to provide an analysis of the key perspectives that emerge in this Accounting, Auditing & Accountability Journal (AAAJ) Special Issue as a basis for determining the existence or otherwise of a Soccer Society, as well as reflecting on the challenges that evidence of corruption in soccer (the beautiful game) has had on the game to date. Reflections on these matters are then utilised to offer a prospective analysis of issues for further research.

The paper is a reflective analysis that draws on existing societal work to provide key dimensions of accounting and accountability for significant organisations in the world of sport in general and soccer in particular.

Much prior research on soccer has largely focussed on the internal workings of soccer organisations, with little discussion of the importance of context. This paper explores the influence of the game more broadly. Moreover, a number of the papers included illustrate an overwhelming sense of joy and pleasure from experiences of the beautiful game, as well as providing evidence of the general societal good that can flow from it. However, the study also highlights concerns emanating from weak, and seemingly pliable, governance, regulatory and accountability regimes that provide a fertile field for corruption and sportswashing.

This paper highlights a research agenda as an encouragement to interdisciplinary accounting researchers to investigate accountability and governance issues as a basis for evidence-based discussions of the impact of soccer and its regulation.

This paper specifically, and the Special Issue more broadly, offers a set of original empirical and theoretical contributions with respect to an activity that has faced limited scrutiny and consideration by academic accountants. Together, they offer a substantive body of work to enable future research in this area.

Football is the world's most popular sport and the role of football on campus is of interest to university public relations (PR) and management professionals tasked with operations, promotions and reputation management. The purpose of the study is to explore similarities and differences in the structure and promotion of football on campus in the USA and the UK.

The authors completed this case study research by focusing on two related cases using cross-case pattern identification. Consistent with case study research, data collection methods were combined. Depth interviews with PR and management professionals at USA and UK universities were supported by archived documents, published media and social media accounts.

Football maintains a high level of popularity among students on campus, but each country's approach reveals different models and competitive market forces. In the USA, varsity football faces competition from popular revenue-producing sports (e.g. American football and men's basketball), but growth in the overall game, which is assisted by international influences, indicates future advancement opportunities. In the UK, football is the dominant campus sport with unique ties to professional football and high growth potential for the women's game. The lack of a fan-based model indicates the possibility for structural change, but stiff competition exists with the historically popular and well-developed professional game.

A well-known limitation of case study research is the absence of generalizability, and each case has aspects that are unique to the research (Lucas et al., 2018). That applies in this instance as well. Variance is expected to exist between, and among universities and, based on this data, this is not possible to generalize to other universities. However, future survey research could use these results to help with the development of research questions using quantitative methods.

Sports PR research using the case model with professional teams has been conducted, but the authors found no published PR research comparing the structure and promotion of football at USA and UK universities. The outcomes can help with future research inquiries and theory development and are instructive for professionals working in the field.

This study aims to identify the determining factors of perceived altruism and attitude toward an inclusive sponsorship activation, as well as the impact of these variables on the attitude toward the sponsor.

Online survey data were obtained from 1,228 respondents from France, the UK and South Africa. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).

The results show that the cause-brand fit has a strong positive impact on the perceived altruism toward the motivations underlying inclusive activation, while skepticism toward advertising has a very weak negative impact. In return, perceived altruism positively influences the attitude toward inclusive activation and sponsor attitude. Furthermore, this attitude toward inclusive activation is positively influenced by involvement in women’s soccer and France men’s national football team identification. The attitude toward inclusive activation also positively influences the attitude toward sponsor attitude. However, contrary to what had been advanced, identification with the France women’s national football team and the nationality of the respondents (French, British or South African) had no impact on the attitude toward inclusive activation, while the perceived importance of the cause had very weak impact on attitudes toward inclusive activation.

This study highlights the potential benefits of investing in inclusive sponsorship activations, particularly with respect to their positive impact on consumer attitude toward sponsor attitude. It also highlights the importance of establishing, in advance, a strong association between the brand image and the cause supported, so that the motivations underlying the inclusive activations are perceived as more altruistic.

This chapter examines the locker room practices of Brazil's first transexual (their term) men's amateur soccer team, the Meninos Bons de Bola (MBB), or Soccer Star Boys. Drawing on a photo shoot with the MBB inside the locker room, and on conversations with photographer Isabel Abreu as well as members of the team, this chapter explores the debates surrounding queer and trans body politics amidst the rise of the right in Brazil and the Americas. Taken in 2017 and released in 2018, the photo series capture a moment of political transition in Brazil; the images are taken after the impeachment of Dilma Rousseff and her socialist Workers’ Party and before the election of ultra-rightwing candidate Jair Bolsonaro. Bolsonaro rose to power, in part, by positioning himself against so-called ‘gender ideology’ and attacking marginalized populations, including LGBTQIA+ people. Bolsonarismo and its followers are politically fascist; they believe changing gender norms are linked to Brazil's perceived decline; they claim these shifting norms are humiliating, and respond with nationalism and violence. In this climate, the MBB have shifted their approach to trans politics by becoming more discerning about the teams' visibility and representation. Analysing both the images and their context, this chapter suggests that the Meninos' experiences highlight the connections between political fascism and what queer sport theorist Brian Pronger refers to as Body Fascism. The MBB contest such forms of repression through strategic uses of nudity and through representational choices that insist on the player's humanity and beauty. By asserting that their bodies on the pitch and in the locker room is ‘art, activism and resistance’ (the team's tagline), the MBB fight for trans justice in and through futebol.

This study aims to provide a social accounting of early women's football as a form of consciousness raising, and to provide a platform to raise questions about the path of the future of the women's game.

Newspaper archival materials supplemented by books and journal articles.

British woman's football was repressed for 50 years by the football association.

This is a discussion paper, rather than a full academic manuscript.

This paper is designed to enable questions to be raised about equality, and what that means in 2022.

There is an opportunity to reconsider a “feminine” version of the field of football.

There is an opportunity to use feminist theories to consider the past and future of women's football.

This study aims to examine diversity and inclusivity in sports from a sexual orientation perspective. A literature review summarizes known findings on attitudes and perceptions of and towards nonbinary individuals in sports. Adopting Herek’s (2007) Sexual Stigma perspective, an experiment is conducted exploring the differences in fan attitudes and behavioral intentions towards nonbinary athletes in both women’s and men’s sports.

A systematic review of extant literature identified 24 peer-reviewed primary studies examining nonbinary individuals in sports. A 2 (Sport: Women’s vs. Men’s Basketball) × 2 (Nonbinary Indicator: Indicator vs. No-Indicator) experimental study was then designed to further explore fan attitudes towards nonbinary athletes.

The study revealed that, among sports fans, there was no perceived performance difference in women’s or men’s basketball linked to athletes’ nonbinary status (as measured by athletic ability, future performance, sportsmanship, talent and quickness). However, measures of fan support (sport engagement, intention to buy team merchandise and team fanship) were lower when the athlete was perceived as nonbinary. For women’s basketball, team fanship and intention to buy team merchandise were significantly lower, while the difference was not significant in men’s basketball.

Along with an inclusive review of prior literature, this is the first empirical study to examine the differences in fans’ attitudes towards nonbinary athletes in both women’s and men’s sports at the same time via an experimental design.

Sport co-produces our notions of sex, gender and sexuality. Sport policies based on inclusion demand trans athletes become visible. This creates a problem within sport's hierarchical gender order, and trans athletes' bodies become comprehensible only through mobility from one sex/gender to the other – literally the embodiment of movement through a static gendered space.

In this chapter, we examine the contradictory expectations placed on trans athletes to be visible within heterosexist, white supremacist ‘regimes of looking’ (Fleetwood, 2011). Our purpose is twofold: (1) to critically examine the construction of transness through white racial frames and (2) to grapple with the inherent harmfulness of sport. We ask why trans people would want to participate in an institution that actively limits opportunities for expansive subjectivity, ultimately concluding that the potential for queer futures lies in the very construction of limits themselves. We forward a belief in what sport could be when intentionally created through queer world building. We highlight teams, leagues and spaces that have developed processes that work against dominant forms of medicolegal recognition and visibility politics.

In 2020, Sports Illustrated proclaimed its “Sportsperson of the Year” as something dubbed “the activist athlete,” choosing five athletes – LeBron James, Breanna Stewart, Patrick Mahomes, Naomi Osaka, and Laurent Duvernay-Tardif – that represented the term. Like so many athletes who came before them, these athletes vividly demonstrate the potential of sport to shine a spotlight on critical issues in society, yet again solidifying how sport does not exist merely as some kind of escape, but is a major stakeholder in global campaigns for social justice.

This chapter historicizes the contemporary resurgence of athlete activism, largely connected to the reawakening of Black Lives Matters (BLM) in 2020, within what journalist Howard Bryant has called The Heritage, with athletes who acknowledge and accept the charge to use their spotlights for those who have none. From the turning point of the Mexico City Olympics in 1968, which saw collective movements of African-American athletes culminate in the powerful Black power protest by Tommie Smith and John Carlos, a protest that built upon the legacies of so many, to the ongoing debates that surround the International Olympic Committee's (IOC) Rule 50, athletes have long understood how sport serves not only as an integral part of society but also as an agent for change. Contemporary cries for athletes to “shut up and dribble” echo past claims that sport takes place on a level playing field that transcends politics. The history of sports demonstrates otherwise, as athletes embody every imaginable, intersectional, classification of political actor.