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The study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams.

An online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).

The findings revealed that corporate social responsibility (CSR) is able to influence brand equity, brand credibility and patronage intentions. Also, brand equity and brand credibility were found to be positively related to patronage intentions. In addition to that, the findings show that brand equity and team credibility partially mediate the relationship between CSR and patronage intentions.

The findings provide valuable insights to sports teams/club managers aiming to attract new fans and retain current ones by investing in CSR and enhancing brand credibility and equity. Strategies to integrate CSR into relationship marketing and brand management are outlined.

This study empirically highlights the critical role of adhering to CSR and the effects of brand credibility and equity in enhancing patronage intentions among football team fans.

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.

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.

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.

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.

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.

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.

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.

Communication aids sports teams in achieving physical feats through the process of teamwork. Working in fast-paced, high-pressure environments, sports teams are epitomized by their focus on effective physical and mental coordination, constantly adapting as a team to changing information and dynamic opponents. However, successful physical and mental coordination in sports teams are dependent on communication that may occur well before gameplay. For this reason, coaches and team leaders focus on various communicative activities throughout the life of a sports team, such as knowledge sharing, role clarity, goal setting, motivation, culture, and cohesion. Sports teams also provide unique insights into how teams communicate in single-gender groups, how heightened emotion affects team performance, and how event finality plays a role in team process.

Coaches from both the professional and college ranks are often put forth as archetypal examples of effective leaders – individuals’ whose behaviors, styles, and wisdom provide the ever elusive playbook for how to successfully lead others. While numerous books and articles in the popular press put forth advice from leaders in the sports world, numerous empirical studies of the drivers of successful sports leadership and the factors that contribute to leader success in the context of sports have also been conducted. In this chapter, we first provide a broad review of empirical leadership research conducted within the sports world and examine how research within the sports context provides a suitable and advantageous setting for leadership research in general. Second, we offer a road map of opportunities for future leadership studies within the context of sports. The goal of this chapter is to stimulate and rally more thought-provoking research related to leadership in sports that generates insights for organizational leadership across contexts.

The study aimed to establish football fans' levels of social identity, team loyalty, and behavioral intentions toward sports consumption and to determine the relationship between these variables using a structural equation model.

Research methods: The research model was tested by data analysis using AMOS 23.0. The study sample included 518 football fans with mean age 30.87 (±10.15) years. Data were collected using an online questionnaire delivered to football fans via social media.

The results supported the study hypotheses and showed that social identity and team loyalty had a significant effect on behavioral intention toward sport consumption for football teams. Social identity was found to have a direct effect on sport consumption behaviors. It was further established that team loyalty was a mediator in the relationship between the fans' social identity and behavioral intention toward sports consumption.

The study planned to collect the data at the stadium entrance before the game; however, it was not possible to reach the fans face-to-face due to the COVID-19 pandemic, and therefore, the data were collected online.

By understanding how the extent of social identity affects sports consumption intention, sports club managers can achieve a higher level of fan loyalty to their teams.

The present study provides additional insight into the available literature on team identification. It demonstrated that team identification was associated with social identity and that social identity had an impact on sports consumption behaviors.

This study is an original study in that it is a study in which the social identity scale is used together with the variables of team loyalty and sports consumption behavior intention. The findings of this study help understand the processes that shape the behavioral intentions of football fans toward sports consumption. Furthermore, the mediating role of the developed model was tested using team loyalty.

This paper explores sports consumer interest in virtual environments (VE) and Web3 activations, specifically how the level of psychological involvement, consumers' generational cohorts and previous experience with VE and Web3 activations influence consumer interest in VE and Web3 products and services related to their favorite sports team.

A survey instrument was developed and distributed online resulting in a sample size of n = 526. The survey was designed to measure consumers' psychological involvement with their favorite sports team based on the Psychological Continuum Model, and to determine respondents' interest in potential VE and Web3 activations. Finally, the survey collected demographical information and data regarding respondents' previous experience with VE and Web3 applications. Multiple regression analysis was subsequently conducted to predict the impact of (1) psychological involvement, (2) consumers' generational cohorts and (3) previous experience with VE and Web3 activations on the dependent variable consumer interest in VE and Web3 activations.

The regression model showed a significant impact of the independent variables on consumer interest in VE and Web3 activations with consumer involvement exerting the highest influence. Consumers' previous experience with VE and Web3 applications also seems to trigger interest, in line with the consumption capital theory. This study also suggests that younger generational cohorts are not intrinsically more attracted to VE and Web3 activations but their interest seems to depend on the type of activation.

This study is intended as a first assessment of independent variables that may have an impact on sports consumer interest in VE and Web3 activations. Further research is needed to assess the impact these variables combined with other indicators may have on consumer interest, for instance by employing a Structural Equation Modelling (SEM) approach. This research included selected VE and Web3 applications comprising online games, NFTs and cryptocurrencies, to calculate a VE and Web3 Literacy Score for the purpose of this paper. However, the “umbrella term Web3” (Wang et al., 2022) could indicate a number of additional applications not considered in this research. Future studies could examine sports consumer experience with additional Web3 activations when assessing VE and Web3 Literacy.

The results of this research imply the need for a diversification of the VE and Web3 portfolio offered by sports teams to cater to different consumer segments. Upcoming challenges for sports teams include motivating younger consumers to take an interest in Web3 activations beyond gaming. Additionally, sports teams should encourage loyal supporters in the advanced stages of the PCM who possess limited VE and Web3 experience, to engage in VE and Web3 activations through simplified offers complementing their overall fan experience.

VE and Web3 activations currently offered by sports teams are still in their early stages and data underpinning their success is scarce. This is the first study examining variables that may influence consumer interest in a sports context.

This study assessed the intergenerational influence of family socialization, specifically, nurturant fathering – the affective quality fathers provide children through warmth and acceptance – to explore how individuals initially connect with a sports team to become team-loyal.

Data were collected via an online survey from respondents self-described as college football fans who selected their “Favorite NCAA Division I football team.” The 623 respondents subsequently selected their biological father's favorite team. An intergenerational “match” between father and child served as the dependent variable. Step-wise logistic regression assessed the relationship that team loyalty, nurturant fathering, and their interaction had on the intergenerational matching of a father's favorite team.

Team loyalty had a significant, positive relationship with an intergenerational match. A positive but weak direct relationship was found between nurturant fathering and a favorite-team match. However, nurturant fathering significantly moderated the relationship between team loyalty and intergenerational match. This suggests that the quality of a father-child relationship during the child's formative years can facilitate team loyalty to a team favored by the father.

The strength and quality of the relationship between a father and his children through nurturant fathering during their formative years can facilitate mutual team loyalty toward a college football team if not directly, then indirectly, through an interaction effect with a parent-socialized, team-loyal child.

College athletic teams, and sports properties in general, should address the bond between fathers and their children to take advantage of the intergenerational transference process identified in this study through targeted, family-focused sports marketing. More specifically, university athletic departments should engage in marketing efforts that encourage and solidify the mutual loyalty fathers and children may have to their father's favorite football team. The outcome would be a competitive advantage that leads to the cultivation of long-lasting fans from generation to generation.

College football teams and sports properties in general should engage in father-child marketing promotions to encourage and enhance the intergenerational influence of fathers on their children with respect to the father's favorite team. However, while building future team loyalty among the children, these marketing promotions and the resultant father-child game attendance concurrently reinforce the father-child relationship. This ideally leads to a virtuous cycle of parental bonding and team loyalty.

This study extends research in intergenerational influence in a sports setting by introducing the construct of Nurturant Fathering and its scale to the sports marketing literature. The results found that a nurturing father can facilitate the formation of a mutual team loyalty between a father and his child with regard to the father's favorite football team. Extant research has focused on the behavioral elements of loyalty (e.g. attendance and revenues). This study's focus was on the attitudinal aspects of team loyalty. It empirically identified, at least in part, how individuals initially connect with a sports team to become team-loyal.

Turnover of employees is a key challenge for companies. The same is true for sports clubs that must set appropriate incentives to decrease their athletes’ turnover intention. As salary caps and team budgets restrict monetary incentives, the purpose of this paper is to investigate the effect of organizational support on turnover intention of professional team sports athletes.

The paper applies a combined approach of qualitative and quantitative research and considers the specific requirements of European professional team sports. First, a qualitative study investigates organizational support in team sports and identifies relevant non-monetary incentives. Second, a quantitative study tests the effects of the identified organizational support incentives on turnover intention using a unique data set of professional team sports athletes. Third, a moderation analysis measures possible effects of age.

Through the qualitative study, three relevant non-monetary incentives could be identified in the context of professional team sports: integration of family (IOF), second career support, and private problem support. The subsequent quantitative study of football, ice hockey and handball athletes assesses the effectiveness of the identified incentives. All three incentives negatively influence athletes’ turnover intention, while IOF has a substantially stronger negative effect on turnover intention for younger athletes.

The findings indicate the importance of organizational support to decrease athletes’ turnover intention. Although money is relevant, sports clubs also need to address non-monetary incentives to decrease their athletes’ turnover intention.

This research aims to examine football fans' awareness of their team sponsors and to compare sponsorship awareness between season ticket holders and casual spectators. Data was collected from among fans of a professional football team and results revealed that spectators recall 'top of mind' those sponsors with their logo displayed on the team shirts. Thus, being visible from the stadium stands is important to ensure recall rates. Fans are typically able to properly recognise sponsors and non-sponsors of their team. However, some competitor brands engaged in football sponsorship are incorrectly recognised as sponsors of a team. Finally, the number of brands recalled and recognised correctly by season ticket holders is significantly higher than for casual spectators. The research findings, managerial implications, limitations and future research directions are discussed.

This paper analyses the media ownership of professional sports teams. The theory of vertical integration is used to identify internal efficiency gains, lower uncertainty and increased market power as general explanations. The industryspecific reasons are examined, particularly the importance of securing access to broadcasting rights. The potential implications for teams, leagues and fans are discussed. It is suggested that media ownership of teams may undermine the sporting and financial viability of leagues thus necessitating intervention by sports administrators and government regulators.