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Marketing, Sports marketing and Social media marketing.

Graduate level.

This case, based on field research and multiple secondary sources, documents the 12-month period since early 2014 during which Cricket South Africa (CSA) developed the Protea Fire brand for their national men’s cricket team, known as the Proteas. In mid-2014, Marc Jury, the Commercial and Marketing manager of CSA set up a project team to take the previously in-house Protea Fire brand public. With the 2015 Cricket World Cup in Australia and New Zealand less than a year away, Jury worked with a diverse project team of Proteas players, cricket brand managers and external consultants to build a public brand identity for the national team, to nurture greater fan affinity and to mobilize South Africans behind their team for the World Cup. The project team developed a range of Protea Fire multimedia content as the core of the campaign. These included video diaries, scripts which were written by the Proteas players themselves, player profile videos, motivational team-talk videos and good luck video messages featuring ordinary and famous South Africans. Having invested in creating this content, the project team faced the difficult task of allocating a limited media budget to broadcast and amplify the content. Another significant challenge was to ensure that the Proteas team values were authentically communicated across all content, including via the social media strategy using Twitter, Instagram and YouTube. As the World Cup tournament kicked off on February 14th 2015, South Africa was well placed to overcome their previous inability to reach a final, although Jury wondered whether another exit in the knockout round would weaken the strong and positive emotions the Protea Fire campaign had ignited. With the last two balls remaining in South Africa’s semi-final game against New Zealand on March 24th 2015, and the home team requiring just five runs to win, Jury joined 60 million South Africans hoping that Protea Fire was strong enough. The case concludes with South Africa losing the semi-final game and Jury turning his attention to how the #ProteaFire campaign should respond.

This study aimed to analyse the development of a sport team brand and a megaevent campaign; to assess the efficiency and effectiveness of a marketing campaign; and to consider appropriate brand responses to the team’s failure to deliver on expectations.

CSS 8: Marketing.

Purpose – To outline the arguments and consequent legislation that prohibited and then allowed alcohol consumption by fans in Brazilian sports arenas since 1996.

Design/methodology/approach – We present the social and political debates regarding alcohol consumption by sports fans having the Brazilian legislation as a starting point and using the multiple streams framework (Kingdon, 1995). We identify the problems, policies and politics streams on three phases: the prohibition of sale and consumption of alcohol in sport stadiums, the exceptional allowance for the 2014 FIFA World Cup and its consequences on state laws five years after the 2014 event.

Findings – Violence among football supporters was the focal event to approve laws prohibiting alcohol consumption in sports arenas. For the 2014 FIFA World Cup, the sport governing body demanded the opposite, so Brazil and some states approved an exception to their laws. Since then, states see an opportunity to allow the sale and consumption of alcohol in and around the stadiums, questioning the relationship between alcohol and violence. These state laws are under examination by the Supreme Court because they may counteract a national law.

Research limitations/implications – Public safety is the key justification to uphold the laws, but a lack of empirical data and research delimit the arguments on how beneficial alcohol prohibition is to suppress supporters' violence. Lawmakers and groups of interest may also include beer industry lobbying strategies and health-related issues as relevant variables in the debate, although they are not discussed in this chapter.

This phenomenological study aims to explore how media promote and should promote wheelchair rugby.

Semi-structured interviews were conducted with 31 athletes at National Wheelchair Rugby Championship. In using a reflective thematical analysis approach, three themes were identified – media coverage: the promise of an unknown quantity; the battle of inspiration and athleticism; and leverage marketing and promote the “wow”.

Lacking fair representation from media resulting in the perception and reception gap between the general public and spectators was identified and explained by most of the athletes. Besides urging increased coverage with a shifting focus on athleticism, the important role of marketing was highlighted.

In short, the “wow” factor of the sport is its aggressiveness which can be its bestselling feature and used by stakeholders for maximum impact when marketing wheelchair rugby.

Olympic Games provide an arguably unparalleled amount of opportunities for the host city and country in relation to economic and socio-cultural growth and development. However, the achievement of such long-term success measures lies with the holistic involvement of community groups, specifically residents, in the planning of the mega event. The purpose of this paper is to examine the residents’ attitudes of the 2016 Olympic Games and to verify moderating effects of place of residence in support of the Games.

The data were collected in Brazil in the months leading to the Rio Olympic Games using non-probabilistic convenience sampling. A total of 501 responses were collected prior to the opening ceremony of the event. Both exploratory and confirmatory factor analyses were applied.

The socio-cultural and economic dimensions had a positive and significant effect in support for the Olympic Games; however, the environmental dimension did not have such strong effect. Furthermore, differences between host and non-host city residents tested positive in support of the Olympic Games.

This study aims to contribute to the developing application of country branding by examining attitudes of internal stakeholder groups in the form of residents.

This research presents a conceptual model to further establish the importance of such attitudes for organizers and government authorities involved with the bidding, planning and management of mega events from a country branding perspective, particularly in developing countries such as Brazil.

As COVID-19 cases rose in the US, so too did instances of discrimination against Asians. The current research seeks to understand and document discrimination toward Asians in the US specifically linked to the global pandemic (study 1). The authors test hypotheses based in social categorization and intergroup contact theories, demonstrating perceived pandemic blame is a mechanism for discrimination (study 2).

In study 1, the authors survey Asians living in the US regarding experiences and perceptions of COVID-19-related discrimination. In study 2, a two-time point survey examined whether participant perceptions of pandemic blame toward China predict discriminatory behavior toward Asians.

Study 1 demonstrated that 22.5% of US-residing Asians report personally encountering pandemic-related discrimination. Study 2 indicated that COVID-19 blame attributions toward China predicted anticipated hiring bias and increased physical distancing of Asians at work, associated with higher levels of US identification.

The findings have theoretical implications for research on blame and stigmatization, as well as practical implications regarding bias mitigation.

The present studies advance understanding of event-based blame as a driver of prejudice and discrimination at work and suggest organizations attend to bias mitigation in conjunction with uncertainty reduction communications in challenging times.

This chapter reflects upon the trajectory of research in the geography of tourism in Spain. It begins with a review, including the evolution of the main topics present in the subdiscipline, with a special focus on developments since the 1990s. This is followed by an analysis of the current role and potential impact of academic tourism geography and a discussion on the recent growth in the publication of research results in international journals. Of importance are the institutional factors that explain the increasing recognition of research on the geography of tourism in Spain. Finally, the chapter discusses the hegemony of positivist approaches pivoting on land use, local and regional development, impact analysis, and landscape transformation, as well as the emerging links between Spanish tourism geography and the international mainstream schools of thought.

Wangjing is a large residential cluster located at the intersection of the Fourth Ring Road and the airport expressway in the northeast part of Beijing. The area is a “suburb” according to official statistics and academic accounts, which often classify urban areas beyond the historical old city as suburbs. Due to its proximity to the airport and major expressways, Wangjing has developed quickly since the late 1990s. As more high-rise luxury apartment buildings get built, the area's population has reached 150,000 as of 2010, including more than 30,000 foreign expatriates living here amid Chinese urban professionals. Across the airport expressway from Wangjing is the 798 Factory, a hip arts quarter developed within a former electronics factory built in the 1950s. Looking for large studio space, a few artists moved into the Bauhaus-style workshops here in the late 1990s, and quickly bookstores, coffee shops, and galleries followed suit. By 2005, the 798 Factory had become the center of the contemporary Chinese art scene and home to many prestigious international galleries. Outside the factory compound is a working-class neighborhood developed in the 1950s to house workers at the nearby factories and their families. The living conditions here have not changed much for decades, with some families still sharing common kitchens and bathrooms with their neighbors in dilapidated apartment buildings. To the west side of Wangjing, after about a 15-minute drive along the Fourth Ring Road, one reaches the Olympic Park, a brand-new area of parks, stadiums, five-star hotels, golf courses, and exclusive gated communities of villas – all developed in the short period before the 2008 Beijing Olympics. Beyond the Fifth Ring Road, one can see many “urban villages,” former agricultural villages that have become populated by migrant workers with low-paid jobs – taxi drivers, construction workers, waiters, nannies, security guards, and street vendors. Unable to afford to live in the central city, migrant workers rent rooms from local peasants at the city's edge. Many of these villages are to be demolished soon to make space for commercial property development, and the migrant worker tenants will have to move to another village farther away from the city.

Davis's tentative postulation about the subjecthood of the new middle class is appropriate, as there is a wide variety of definitions given to this group across different national and local contexts. She underlines the importance of rejecting “essentialist arguments about so-called middle class culture and its role in economic development, seeking instead to identify differences among the middle classes (emphasis in original),” further asserting that there is not “some essential cultural or political disposition about class politics or class discourses associated with middle ‘classness.’” But beyond attempting to enumerate exactly who counts as middle class in each setting, and determining whether they are best described as “old” or “new” in their character as political subjects, we must recognize that there are indeed social and cultural attributes ascribed to the middle class that are also a matter of contention, and that there is no single proprietor of these features. In other words, middleclassness is a contested ensemble of characteristics, endowed with variable political valences, that different groups seek to own, manipulate, and deploy to a range of ends.