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This study uncovers the challenges and coping mechanisms related to stigma and discrimination experienced by gay professional team sport athletes.
Abstract
Purpose
This study uncovers the challenges and coping mechanisms related to stigma and discrimination experienced by gay professional team sport athletes.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Practical implications
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.
Social implications
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.
Originality/value
This is the first empirical study that focuses on the experiences of gay professional team sport athletes.
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Brendan Dwyer, Stephen L. Shapiro and Joris Drayer
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Practical implications
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.
Social implications
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.
Originality/value
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.
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Tom Isaacson and Anastasios Theofilou
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Originality/value
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.
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Ali Hasaan, Adele Berndt and Mücahit Fişne
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
The research focuses on athletes from one geographical area and has limitations associated with using qualitative methods.
Practical implications
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.
Originality/value
This study expands the understanding of the struggles Muslim women face in building their brands as part of an under-represented group.
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Alex G. Gillett and Kevin D. Tennent
This chapter focusses on entrepreneurship and policies of public services in England, specifically leisure centre provision in the UK during the late twentieth century. The…
Abstract
This chapter focusses on entrepreneurship and policies of public services in England, specifically leisure centre provision in the UK during the late twentieth century. The central role played by local authorities in sport provision was complimented by an increasing cadre of leisure sector professionals and with increasing architectural interest in the provision of leisure. The institutional context was framed by the Sports Development Council (SDC) after 1965 together with the broader action of local authorities who aimed to provide their ratepayers with access to improved sport and leisure services. The resulting leisure centres were perhaps a way to signal the prestige of local authorities but were expensive investments. The capability of local authorities was boosted by the local government reforms of the 1970s, which merged districts, pooling their resources. The possibility of support from private capital and after 1973 from the European Economic Community (EEC) also provided new opportunities for the organizational form. Eventually, there was a shift in emphasis from the provision of organized sport to that of more individualized and commercialized “leisure” as a product. Whether or not this achieved the long-term aims of central government, to improve access to sport and to tackle urban challenges, remains questionable. However, the story of leisure provision in the UK remains one of remarkable public sector entrepreneurship within an institutional context.
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Maowei Xu, Bo Li, Olan K.M. Scott and Jerred Junqi Wang
This study aims to investigate how sports customers adopted over-the-top (OTT) services to consume sport content. Inspired by the technology acceptance model (TAM), the study aims…
Abstract
Purpose
This study aims to investigate how sports customers adopted over-the-top (OTT) services to consume sport content. Inspired by the technology acceptance model (TAM), the study aims to understand users' behavior when consuming sporting events and users' perceptions toward OTT services.
Design/methodology/approach
The participants of the study are Chinese sports consumers that use streaming services to watch live sport content. An online survey was distributed through HUPU Sports, a Chinese online communication community where sports fans can share opinions. To make sure all responses qualified to take part in the study, skip logic questions were added at the beginning of the questionnaire to ask participants to answer whether they used streaming services for watching sports. A total of 352 responses were received and there were 327 useable questionnaires.
Findings
The results revealed that viewing convenience, free of commercials and viewing quality were the main reasons impacting them to adopt OTT services. In terms of users' perceptions, paid users rated higher in perceived enjoyment, perceived value, perceived usefulness (PU) and ease of use than nonpaid users. OTT users' fandom and PU could predict the time the users spent on using these services, while the users' fandom and perceived value are positively related to the money users spent on these services. In addition, this study also found that users' fandom, perceived value, content quality, and ease of use are positively associated with users' intention to continue to use the service.
Originality/value
The study is one of the first attempts to explore how sports audiences adopted OTT services to consume sport content and explore the audiences' perceptions toward OTT usage. Previous studies have already investigated how users adopted music streaming services (Fernandes and Guerra, 2019) and other online streaming services (Shin and Park, 2021), but little attention has been given to sports streaming services specifically. Therefore, the findings of the study fill the gap in the extant knowledge of sport consumers' behavior and provide more insights to their online behaviors. Moreover, the authors also contribute to the growing digital media literature by advancing our understanding perceptional differences between paid users and unpaid users. The streaming services literature has primarily focused on general users (Fernandes and Guerra, 2019), but the services neglect to understand the differences in between paid and unpaid users.
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Torsten Schlesinger, Michael Barth, Matti Bartsch and Werner Pitsch
The comparatively high salaries of professional players during their active athletic career should allow them to accumulate an adequate level of precautionary savings for a…
Abstract
Purpose
The comparatively high salaries of professional players during their active athletic career should allow them to accumulate an adequate level of precautionary savings for a financially autonomous post-sport career. However, not all players succeed in accumulating sustainable financial assets. Therefore, the question arises how professional players' financial precaution within the social setting football is shaped. As no empirical analyses have yet been carried out on this issue, the study study examines football players' precautionary practices and motives.
Design/methodology/approach
Semi-structured interviews were conducted with 25 German (former) professional football players. The authors used qualitative content analysis to analyse the data, expanding the analysis to include reconstructive elements to create different precautionary types.
Findings
The results reveal that players deal with both career-specific as well as precaution-related risks quite heterogeneously. Accordingly, three precautionary types characterised by distinct forms of precautionary saving practices are identified. The authors also find that although the players are aware of the uncertainties and risks related to their professional football careers, it does not say much about the concrete implementation of adequate precautionary practices.
Practical implications
The findings contribute to a better understanding of precautionary saving practices among football players.
Social implications
Moreover, the findings contribute to a better understanding of precautionary saving practices not only specifically among (former) football players, but generally among individuals that face high occupational career risks and earn high salaries to develop preventative concepts and approaches to sustainable financial planning.
Originality/value
This paper is the first empirical study that analyses precautionary savings practices of the specific population of elite athletes in high income sports professional football.
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David Allen Pierce, Elizabeth Wanless, Nels Popp, Liz Sattler and Megan Shreffler
Sport ticket sales is often positioned as a “foot in the door” to the sport industry due to ample job opportunities, but anecdotal reports of high turnover raise questions of the…
Abstract
Purpose
Sport ticket sales is often positioned as a “foot in the door” to the sport industry due to ample job opportunities, but anecdotal reports of high turnover raise questions of the efficacy of recruitment, training and retention efforts in sport sales. The purpose of this study was to determine attrition levels among entry-level ticket sales personnel, observe whether entry-level sales positions lead to other non-selling positions within sport organizations and determine if education and market related variables are related to job tenure.
Design/methodology/approach
LinkedIn profiles were analyzed for 1,122 entry-level ticket salespeople listed in media guides between 2015 and 2019 in the “Big Four” North American professional sports leagues. Names were obtained from 26 NBA, 21 MLB, 20 NHL and 12 NFL teams. Survival analysis provided defection rates and demonstrated the relationship between those rates and key variables.
Findings
One in every four entry-level ticket salespeople defected within the first year and one in every two defected within 26 months. Only 8% moved on from ticket sales to a non-sales role within the sport industry. Increases in cost of living, working for an NFL team and having sport industry experience prior to taking a sales position decreased the likelihood of defecting, while increased distance between the salesperson's university and the team's location increased the likelihood of defecting.
Originality/value
This study applies survival analysis to a sport human relations context to understand turnover in a specific occupational discipline and establishes the turnover rate for sport sales positions.
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Verònica Riera, Marta Moragas-Rovira and Xavier Pujadas
The purpose of this paper is to analyze if the sport trajectory could be an impact factor in leadership development.
Abstract
Purpose
The purpose of this paper is to analyze if the sport trajectory could be an impact factor in leadership development.
Design/methodology/approach
A qualitative research method has been adopted by conducting 17 in-depth, semi-structured interviews. The data were analyzed with the program Open Code (4.03).
Findings
The findings of this study revealed that the interviewed managers perceived that their sport trajectory has had an important influence in the development of their leadership. This influence is determined by four factors: (1) sport profile, (2) sport referents, (3) competences, values and abilities and (4) experiences from different sport roles played during their lifespan.
Research limitations/implications
The research is based on interviews with a small sample of managers. In order to develop the research further, a more extensive sample is required.
Originality/value
The paper is unique as it examines the impact of the sport trajectory as an impact factor in leadership development.
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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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
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