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This study examines the impact of sport-induced emotions on spectators' purchase intentions towards event sponsors. Spectators who experience positive emotions evoked by a home team victory are found to exhibit stronger purchase intentions towards sponsors regardless of the sponsor's ability to improve spectator emotions. Those who experience negative emotions following home team defeat show heightened purchase intentions towards sponsors perceived capable of improving their negative feelings. Purchase intention decreases when sponsors cannot assist in upwardly managing the negative feelings of spectators. Theoretical and managerial implications for sponsors of spectator sports are provided.

This study examines a way to enhance the effectiveness of commercials embedded in the telecasts of mega sporting events. We hypothesise that embedded commercials are more likeable when the cues of the commercials match the motivations induced by the telecasts of sports games. Specifically, we posit that the telecasts of mega-sporting events induce motives of relatedness (rather than motives of competence) and that the advertisements embedded in these telecasts will be more effective when they appeal to the relatedness motive. The results support this hypothesis. Theoretical and practical implications are discussed and future research directions are provided.

The purpose of this paper is to propose and examine an integrated model of spectator satisfaction in mass participant sport events.

The Wuhan marathon, held in the middle of China, was selected serve for the study to examine the antecedents and consequences of spectator satisfaction at mass participant sport events. Data were collected from 956 spectators of the event on the day of the race. Structural equation modeling was used to examine the research model proposed by this study.

Structural equation modeling results indicate the following. First, the event image and perceived social impact of the event are important predictive factors of spectator satisfaction. Second, spectator satisfaction is positively associated with behavioral intentions toward the event and the sponsors' product. Third, spectator satisfaction plays a significant mediating role between the antecedents and consequences; specifically, compared to perceived social impacts of the event, event image has greater indirect effects on both event-related behavioral intentions and event sponsors' products.

Until now, there has not been an integrated research study on the sport spectator satisfaction model in the context of mass participant sport events. This paper thus extends the understanding of the spectator satisfaction in the context of mass participant sport events, and the findings provide valuable implications for holding cities and event organizers of mass participant sport events in emerging countries.

This study aims to unpack the notion of travelling mobilities from the perspectives of an Asian solo traveller using the context of the 2019 Rugby World Cup in Japan.

An autoethnography was used for this research, analysing reflective notes drafted on hand-written journals over the duration of six days over three host cities of the sporting event.

Asian solo men appear to be treated very differently from their Western counterparts and solo female tourists. In addition, engaging with a sport that is highly Western-centric exposes the liminal spaces of in-between. Being of Asian appearance and conversant in Japanese further blurred the travelling mobilities of being an unlikely sports fan, an impromptu translator, a presumed local resident and an unconventional wanderer.

These limitations notwithstanding, the research has contributed to the paucity of knowledge surrounding Asian solo male tourists and some aspects of their corresponding travelling mobilities. Such nuanced understanding then inform tourism and hospitality knowledge and practice of offering relevant experiences to such a market.

Pain is demonstrated as a complex, multi-dimensional phenomenon that is interdependent and connected between people. The author proposes that social scientists use a “total model” of pain to better understand pain epistemologically and ontologically and people’s “pain lives.” Through this model, and drawing from the author’s own research on mixed martial artists, new ways to conceptualize, study, and talk about pain within the sporting context have been outlined.

In the first part of this chapter, pain is discussed with respect to how it has been researched and understood within the fields of medicine, sport psychology, and the sociology of sport. In the second part of this chapter, the total pain model developed by Dame Cicely Saunders is explored as a revolutionary development for the ways in which pain is understood and treated within the health field. Lastly, the author proposes a reconstructed methodology for the study of pain.

Pain should be studied not from one tradition, but using an amalgamation of the medical, sport psychology, and sociology of sport traditions and perspectives. In this way, the many dimensions of the phenomenon, social, cultural, political, material/physical, spiritual, existential, emotional, and cognitive must be explored from all systems and languages of pain in order to achieve a more robust understanding of pain in sport.

The dualistic relationship between theory and method currently present in most qualitative research does not fully account for the complexity of bodies in pain. Therefore, it is critical to adopt an interwoven methodological and theoretical approach that enables scholars to relate to, and feel with, people in pain.