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This study aims to develop and validate an accurate machine learning model to categorize NBA fans into meaningful clusters based on their perceptions of sport sponsorship. Additionally, by predicting the intensity of NBA fans’ attitudes toward sponsors, the authors intend to identify the specific features that influence prediction, discuss these findings and offer implications for academics and practitioners in sport sponsorship.

This study used a sample of 1,142 NBA fans who were recruited through Amazon Mechanical Turk (MTurk). Fans identification, sponsorship fit, behavioral intentions, sponsor altruistic motive, sponsor normative motive, sponsor egoistic motive were surveyed as predictors, whereas fans’ attitudes toward sponsors was collected as the dependent variable. The LASSO regression, SVM, KNN, RF and XGboost were used to develop and validate the prediction model after verifying the measurement model by the Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA).

The RF model had the best accurate in predicting the intensity of fans’ attitudes toward sponsors, achieving an AUC of 0.919 with a sensitivity of 0.872, a specificity of 0.828, a PPV of 0.873, a NPV of 0.828 and an accuracy of 0.848. The most influential feature in the model was “the fit of 0.301”. “Fans’ perceptions of sponsor’s normative motive”, “behavioral intentions supporting sponsors”, “fans’ identification with their favorite team”, “fans’ perceptions of sponsor’s altruistic motive” and “fans’ perceptions of sponsor’s egoistic motive” were exhibited in descending order.

This study is the first in sport sponsorship to accurately classify the intensity of fans’ attitudes toward sponsors as either high or low using machine learning models, and to formulate how fans’ attitudes formed toward sponsors from their perceptions of sponsorship process.

The aim of this research was to investigate fans’ responses toward a sponsor that has had a long-standing sponsorship deal with a club and decided also to sponsor the club’s rival.

A long-term sponsorship deal between a retsina wine company and a popular football club and a newly established deal between the company and the main rival club were selected as the research setting. Data were collected from a total sample of 302 participants, fans of the two teams, using an online survey and PLS-SEM was employed to test the relationships of the proposed structural model.

The results provided evidence for the importance of the inclusion of perceptions of fit for both teams to the model as it impacted the responses in the joint sponsorship. Team identification emerged significant for improving fans perceptions of fit between the sponsor and their favorite club but also led fans of the long-term sponsored club to feel betrayed from the sponsor. The sense of betrayal impacted the level of fit, the rejection of sponsorship but did not emerge significant for driving negative responses toward the sponsor’s brand. The same held for the rejection of the joint sponsorship.

This is the very first study that incorporated the effects of the perceptions of fit of two rival clubs to test the effect of sponsorship for a sponsor brand of a deal that includes a longtime sponsored football club and its rival as a newly sponsored one. It is also one of the first attempts that explores relationships between perceptions of fit, sense of betrayal and rejection of a joint sport sponsorship in a rivalry context, highlighting the importance of preventing fans' betrayal.

The purpose of this study is to evaluate how Qatar Airways’ sponsorship of FC Barcelona affects Qatar’s sports diplomacy and brand awareness. It focuses on the sponsorship’s demand strategy and takes into account the opinions and attitudes of Spanish nationals toward Qatar and Qatar Airways.

To assess this, a survey of 434 Spanish nationals from 17 different regions from four zones (North, South, Center, and East) in Spain between November 3, 2022 and November 21, 2022 was conducted using a strata sampling method.

We argue that Qatar Airways’ sponsorship of FC Barcelona serves to improve Qatar’s recognition and national reputation in Spain. We also found that there is a need for consistent sponsorship and marketing efforts in sports diplomacy to better fulfill public diplomacy aims. Overall, this paper concludes that Qatar Airways’ sponsorship of FC Barcelona positively contributes to the country’s sports diplomacy despite significant challenges.

The major contribution of this study to the literature is the discussion of the role of sports sponsorships in the recognition of the sponsor, which was assessed through conducting a quantitative analysis of public opinion in the sponsored team’s host country.

The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.

This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma.

With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale.

Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.

Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.

Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.

This study examines the relationships among residents' event impact perceptions, attitude towards events, attitude towards sponsors and sponsor-related behavioural intentions (i.e. purchase intention and word-of-mouth).

Focusing on the Naha Marathon in Okinawa, Japan, as a research context, data were collected from residents of Okinawa who were familiar with the Naha Marathon and its sponsors (N = 322). Structural equation modelling was employed to test the hypotheses, developed based on theories of social exchange, image transfer and planned behaviour.

The findings revealed that residents’ perceptions of social event impacts, rather than economic and environmental impacts, were associated with attitudes towards the event. Such an effect was indirectly associated with purchase intentions and word-of-mouth intentions via attitude towards the sponsors.

The current research contributes to the literature on sport sponsorship, especially in participation-based sports, by exploring how event sponsors can enjoy fruitful returns on investment. The findings can extend our understanding by highlighting the importance of positive community engagement for sponsors. Sponsors who aim to enhance consumer behaviour should prioritize strategies aligning with the positive social impacts of events.

This study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in sports.

The research comprised two studies. In Study 1, n = 161 participants participated via Amazon’s Mechanical Turk platform. Study 2 involved n = 250 participants who completed a cross-sectional and self-administered survey.

Study 1 indicated an apparent gender-based categorization of certain foods and beverages: beer and red meat were predominantly perceived as masculine, while yogurt, salads, and wine were seen as feminine. Further, brands like Budweiser and Red Bull were mainly seen as masculine, while Chobani and Smoothie King were perceived as feminine. Moreover, findings indicate that foods, especially those rich in protein or linked to BBQ and spicy tastes, are considered more masculine by men than women in sports settings. Further, Study 2 findings unveiled a significant relationship between patriarchal beliefs and both attitudes (ß = 0.327, p < 0.01) and subjective norms (ß = 0.525, p < 0.01) towards masculine brands.

The two studies’ results underscore the profound impact of gender stereotypes shaping sports fans’ perceptions of food items and the brands sponsoring them. This inquiry significantly augments the current understanding of the nuanced interrelation between the paradigms of social role theory and the theory of planned behavior, particularly within the ambit of sports-related sponsorship by food and beverage brands and its consequent influence on consumer purchasing inclinations.

This chapter examines the ICC Advertising and Marketing Communications Code of 2018. The primary themes of this Code are advertising and marketing communications. This is a lengthy Code – in addition to an Introduction, it has been developed over four chapters and two annexes. The ‘technologically enhanced’ marketing communications seem to have prompted the International Chamber of Commerce to draft this Code of Conduct.

This Code emphasised the self-regulatory Codes of Conduct in the hope that self-regulatory codes of conduct should convince customers of their social responsibility. This Code also believes that high sense of social responsibility will achieve the principal purpose of it. This Code should be more useful if the member States take it seriously and implement its provisions in their own interests.

While ample literature describes students’ experiences during graduate school, fewer studies examine how doctoral students transition into full-time employment post degree completion. The purpose of this study is to examine how faculty advisors, as well as other individuals, shape students’ experiences during a critical period in their graduate education – the job search.

This study is based on interviews with 47 PhD students in biological sciences in the US. This is a descriptive qualitative study, based on in-depth, semi-structured interviews.

Results reveal distinct roles that faculty advisors play in the job search process, including supportive, unsupportive and sponsorship. Supportive advisors offer opportunities for skill development and specific guidance during the job search process. Sponsorship advisors go beyond providing general support to leverage their personal networks to assist in the transition into full-time employment. Unsupportive advisors are on the other end of the spectrum and do not provide any assistance. In addition, the majority of doctoral students rely on individuals beyond their advisors during the job search, and they do so regardless of what type of support they receive from their advisors.

Presented findings highlight the complex constellation of social connections that graduate students draw on for entry into the career and make a compelling case for extending socialization research to dedicate more attention to students’ transition into full-time employment after degree completion.

This study aims to examine the role of hospitableness towards refugees, as embraced by local hosts, in engendering positive social outcomes, including fostering favourable attitudes and empathy towards refugees, satisfaction from hosting refugees in private dwellings and advocacy for hosting them.

Rooted in the contact theory and drawing on a hospitality social lens framework, the study uses a mixed-methods approach using a sequential quantitative-qualitative design to understand the interface between hospitableness, attitudes and empathy towards refugees, satisfaction from hosting refugees in private dwellings and advocacy for hosting them. A conceptual model is proposed and tested using 160 valid surveys collected from individuals hosting Ukrainian refugees in Slovakia. SEM-PLS is used to test the proposed model. A total of 25 in-depth interviews with Slovakian individuals hosting refugees in private dwellings were also conducted to explain and further explore the initial quantitative results.

The findings indicate that hospitableness has a positive effect on attitudes towards refugees, fosters a sense of empathy and results in satisfaction from hosting refugees. Interestingly, while hospitableness per se does not directly affect advocacy for hosting refugees, it does so indirectly via favourable attitudes towards refugees and satisfaction from the hosting experience. While qualitative findings largely support and further explain the quantitative results, interesting insights are also obtained.

The study advocates that hospitableness should be addressed through a social lens beyond its traditional commercial boundaries. Several implications for policymakers, NGOs and other stakeholders involved in hosting refugees are proposed. Overall, policies need to be oriented towards harnessing the power of refugee hosting schemes, thus increasing the role of hospitableness in addressing societal challenges such as the refugee crisis.

While not new, private hosting of refugees has recently gained momentum following the outbreak of the Ukrainian refugee crisis. In spite of some valuable research delving into hosting experiences from the refugees’ and hosts’ perspectives, this research stream is notably fragmented and largely exploratory. Specifically, there seems to be no comprehensive understanding of how hospitableness towards refugees, as embraced by hosts, can engender positive social outcomes, including fostering favourable attitudes and empathy towards refugees, satisfaction from hosting refugees and advocacy for hosting refugees in private dwellings. Overall, hospitality research is notably biased towards commercial settings, focusing on instrumental benefits rather than societal outcomes. This study focuses on the societal outcomes of hospitableness as a tool to address the refugee crisis.

The first two decades of the 21st century saw the rise of girl power discourses in international development, which argue that when girls in the Global South are given an investment to stay in school, they will lift entire communities out of poverty. Transnational Corporations partnered with, or even founded, nongovernmental organizations (NGOs) aimed at educating girls. Yet many of these corporations face criticisms that their products, employment practices, or supply chains are harmful to girls and women. In this chapter, I employ a feminist, postcolonial and poststructuralist approach, analyzing the transnational politics of corporate–NGO partnerships for girls' education. I argue that Apple Inc.’s sponsorship of the Malala Fund and Caterpillar Inc.’s partnership with Girl Up amount to transnational forms of genderwashing, aimed primarily at alleviating the concerns of publics in the Global North while doing little to address harm experienced by girls and women in the Global South.