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Purpose: The purpose of the study was to gain insight into fans' perceptions, attitudes and behavioural responses toward their favourite college football team in the context of a new beer sponsorship agreement. Specifically, the chapter examines differences in fans' attitudes and behaviours based on their gender, team identification and drinking habits.

Design/methodology/approach: A quantitative, cross-sectional survey design was employed. The sample was comprised of Amazon Mechanical Turk (MTurk) workers who self-identified as college football fans. A hypothetical scenario was used as a manipulation, whereby participants were asked to imagine their favourite college football team had entered into a new alcohol sponsorship agreement while completing a questionnaire.

Findings: Highly identified fans exhibited more positive attitudes and behaviours after being presented with the hypothetical scenario than less identified fans. In terms of gender, female fans had increased attitudes toward sponsorship compared to males, and highly identified females had the most positive attitudes and behavioural intentions toward their favourite teams of any of the four subgroups in the study.

Research limitations/implications: The small sample sizes of some fan subgroups affected statistical power, which may have led to falsely insignificant findings. The range of favourite teams among the participants (50 universities) meant there was likely a high degree of variation between fans' previous experiences with beer/alcohol at college sport venues.

Originality/value: The study offers valuable insight into the intersection of sport fandom and gender in the context of alcohol sponsorship in US college sport, and is also among the first investigations of the effects of team identification on perceptions toward alcohol sponsorship.

This chapter examines the shifting significance of data ownership and athlete rights as they pertain to the growth and expansion of the global sports gambling industry. It provides a nuanced overview of the ‘datafication’ of society, tracing how the omnipresent embrace of digital technologies has expediated new forms of organisational, political and corporate surveillance from which concerns over privacy, rights to ownership and the misuse of personal data arise. The chapter moves on to discuss how the extraction and trade of data has revolutionised how elite sport is performed, manufactured, broadcast and consumed, shedding critical light on the role of the gambling industry in the exchange of human data as a market commodity. These insights inform a series of socio-legal and ethical questions about the relationships between athlete data and the sports gambling industry for the purpose of signposting emerging issues and opportunities for critical sociological research and intervention.

The purpose of this chapter is to adopt and demonstrate the value of a political ecology approach in examining sport stadia, particularly stadia in the United States. We attempt to highlight how in the development of stadia key decision-makers sometimes overlook questions of community and environmental health and security.

We took an ontological approach in considering what it means for the stadium to exist in the current political ideological time period. For us, this meant raising questions about how we understand the varying human and nonhuman components of the stadium, and how they connect and influence one another. From there, we outline why political ecology is a useful framework for examining the environmental costs of stadia and their development. We utilize the city of Detroit's decision to provide funding for Little Caesars Arena – home to professional basketball and hockey competitions – to argue that investment in sport stadia creates environmental opportunity costs to the “host” community.

In the case of Detroit, we argue that private economic gain took precedence over community and environmental health and security when decisions were made on infrastructure. Specifically, despite the city going through bankruptcy and locking citizens out of water, the decision was made to provide millions of dollars for the construction of Little Caesars Arena and the development of the land immediately surrounding the arena. Through this, we suggest the need to produce informed case studies surrounding the environmental consideration.

The focus on community and environmental health and security is lacking from the discourse of stadia development in the United States. This chapter seeks to bring this consideration to the forefront by offering a way to examine these issues from a political ecological standpoint, and we urge researchers to conduct case studies using a political ecological framework with a community focus.

This chapter builds upon the analysis of the last chapter, as fans have to deal with the issues that arise from their team’s financial superiority. Here, we question what happens when that financial superiority is accompanied by significant moral and ethical issues. Recent involvement of state actors in the ownership of English football has been evidencable and occasionally appears clear. Various reflexes and cognitive distancing occur from fandoms when football club ownership engages in practices that, according to the normative models that fans ascribe to their clubs, are mutually exclusive with the values of the fanbase and the club’s history. A common form of fan reflex often takes the form of distancing the players on the pitch from the club’s institutional structures, effectively teasing out the matchday experience from the structures that benefit from the raw emotion it generates. Another reflex is questioning why the fan should surrender their club when a morally, ethically problematic ownership model has acquired it. Here we have perhaps the greatest challenge to the normative model and, rather than negotiating that tension, as often as not the response is to try and ignore it.