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No Olympics in recent history have come in on or under budget, with past Olympics having overrun their budgets by an average of 172% (Flyvbjerg et al., 2021). Growing concerns among taxpayers about the expense have led many cities to drop out of the bidding process for the Olympics: for the 2024 Olympic Games, bids were withdrawn by Boston, Budapest, Hamburg, and Rome (Okada & Greyser, 2018). Sports infrastructure, including the main stadium, is a major cost category for the Olympic Games. Building or renovating venues to Olympic specifications can leave cities with heavy costs of long-term maintenance as well as the cost of initial construction (Baade & Matheson, 2016). In practice, cities tend to overestimate the size and suitability of existing venues, leading to underestimated costs and budget overruns (Preuß et al., 2019). The Brisbane 2032 Olympic bid says that Brisbane’s Olympics are confident of breaking even, and avoiding building stadiums that end up as white elephants. But does the choice of Olympic stadium make a difference to the final cost overrun? This study finds that cost overruns for past Olympics have been predicted using a few characteristics of the main stadium: its age, its distance from the city centre, and its seating capacity. This has important policy implications for selecting stadiums to be used at the Olympic Games and particularly for the Brisbane 2032 Olympic Games where a stadium has been earmarked for selection without data-driven evidence to support the decision.

Football stadiums, traditionally linked to local landmarks, now see a shift as corporate brands engage in naming rights through sponsorship. However, limited scholarly attention has focused on the perception of stadium toponyms. This research initiative aims to gauge attention garnered by football stadiums in Europe and China based on various naming rights options.

Commencing with a well-known European stadium: Allianz Arena (Munich) and new constructed stadium in China, the original naming rights have been proffered as stimuli, in comparison with two major technology brands as well as Coca-Cola, the historical sponsor of sport mega-events. A sample of 100 participants was analyzed using the eye-tracking technique to compare the perceptions of European and Chinese youth.

The conclusion drawn from the study is that for stadiums with a history of sponsorship, unedited versions of the pictures attract the most attention. Compared with technology brand, Coca-cola is the brand with the greatest ability to attract the attention of young people in both historical stadiums or new constructed stadium, acting as an impulse to the activation of the naming rights strategy due to its historical character as a sponsor of mega sporting events.

The research makes dual contributions, both theoretically and practically. It enhances comprehension of audience visual attention patterns in the context of football stadium naming rights sponsorship, employing cognitive attention theory to substantiate empirical evidence. Furthermore, it advances the existing literature on football stadium naming rights research. Additionally, it proposes an optimization tool to assess the effectiveness of naming rights sponsorships, offering valuable insights for companies and brands seeking to enhance their marketing strategies.

While existing research has predominantly focused on the positive relationships between service quality and outcome variables, there has been limited investigation into the influence of food service quality on these variables or the moderating role of stadium atmosphere in the realm of sports marketing. This study aims to fill these gaps by examining the structural relationships between baseball stadium food quality, timeliness, satisfaction, and behavioral intention with an emphasis on the moderating effect of stadium atmosphere.

The data were collected from spectators attending baseball games. This study established the validity of the measurement scale through confirmatory factor analysis, factor loadings, average variance extracted, and construct reliability using Cronbach’s alpha. In addition, this study employed structural equation modeling with maximum likelihood estimation to examine positive relationships and mediating effects and used Jamovi statistical software to conduct moderation analysis.

The findings demonstrate the significant impacts of food quality on satisfaction and behavioral intention, the positive effects of timeliness on satisfaction and behavioral intention, and the notable influence of satisfaction on behavioral intention. Additionally, this study found that satisfaction partially mediates the aforementioned relationships and that stadium atmosphere moderates these pathways.

This study contributes to the literature by addressing the impact of food service quality on outcome variables within sports marketing, an area that has received limited attention. Specifically, it examines how food quality and timeliness influence consumer satisfaction and behavioral intention. Furthermore, the study highlights the moderating role of stadium atmosphere, demonstrating its potential to enhance the relationship between food quality and consumer outcomes. These findings expand our understanding of consumer behavior in sports settings, offering practical strategies for team officials to enhance fan experiences. By diversifying menu options, optimizing concession operations, and collaborating with local vendors, team officials can significantly improve food service quality and create a more engaging stadium atmosphere.

Professional football clubs, like other businesses, need to make investments in both human capital and fixed capital. We examine how investments in players, managers and stadiums drive football club performance.

Using data from the English Premier League (EPL) from 2012 to 2021, we use a lag model to relate investments in the past two years to the current financial and sporting performance of clubs.

We find that investments in new players are associated with better subsequent sporting performance. A £100 million increase in transfer expenditure is associated with 12 more points and 4 better table positions over the following two seasons. Investments in stadiums are associated with better subsequent financial performance. An increase in stadium capacity by 10,000 seats is associated with an extra £26 million in profits over the next two seasons. Manager changes are associated with better sporting performance in non-Big Six clubs, but worse sporting and financial performance in Big Six clubs.

These results have implications for optimal investment strategies at professional football clubs. For example, we find that new managers in Big Six clubs need to be complemented by additional transfer expenditure of at least £135 million to maintain the same level of sporting performance.

This chapter argues that the National Basketball Association (NBA) and American mainstream sporting media produce and mediate a representation of India as underdeveloped and as an unmodern subject/nation as a way to enter the Indian basketball marketplace. The chapter emphasizes that the NBA produces the attendant discourse of the ‘white saviour’ through a multi-pronged process. The chapter shows how it draws upon the legacies of British colonialism, along with the expansion of US imperialism, to construct India in particular racialised ways as backward, unmodern, and not cosmopolitan. In this respect, Black NBA players’ modes of basketball reach India as part of the racialisation of Indian basketball. Finally, the chapter engages with the larger global circuits of race and racialisation to understand how India is then imagined within the US sporting landscape. This chapter underscores the capitalist desires of the NBA alongside the desires of South Asian Americans for an Indian basketball hero. Both desires, institutional and personal, showcase racialisation at work. The NBA uses the language and performance of Judeo-Christian modernity through NBA players in India to racialise Indians as in need of NBA mentorship and upliftment. On other hand, diasporic Indians in the US dream of an Indian NBA player as a way to unravel, destabilise, and challenge their racialisation as hypo-masculine subjects. These competing forms of racialisation provide important information on the global flows of capital, desire, and sport.

The impact of various factors on how TV sports audiences perceive sport event sponsors’ billboards around sports facilities has been the subject of extensive research. Despite numerous factors that impact the effectiveness of sponsor signage at sporting events, there has been a lack of research regarding the language used for such signage around sports facilities’ billboards. Therefore, this study aims to investigate the effects of billboard advertisement language on TV sports audiences’ recognition, recall and search intention to sponsor signage.

This study employed an online experimental design. Participants (n = 925) were recruited from two linguistically different regions: Chinese and English. Participants were randomly assigned to one of two conditions: watching tennis video matches with billboard advertisements presented in either the Roman alphabet exclusively or in a combination of the Roman alphabet and Chinese characters.

This study revealed that although language cannot significantly impact audiences’ unaided recall of a brand, it does have a discernible effect on brand recognition and search intention among audiences. Additionally, people are more likely to search for brands in their native language. Participants from various regions tend to have different recognition rates and search intentions for sport sponsors.

This is the first manuscript examining the use of different languages in relation to audiences’ recognition and recall of sports sponsorship. It provides empirical evidence of the importance of carefully considering the language used in sponsor signage around stadium billboards to optimize the efficacy of sponsorships at sports events.

The purpose of this paper is to examine the 2015 Union Cycliste Internationale (UCI) Road World Cycling Championship in Richmond, Virginia.

An array of eclectic methods included in situ witness observations of several of the races, 21 semi-structured random interviews and multiple discussions with elements of UCI, the city of Richmond’s planners, residents and business owners during and after the championship in fall 2015.

This paper has uncovered five findings: First, the material investment was considerably smaller than that of other events (common good criterion CGC i – good governance); second, pre-planning was critical to successfully hosting the event; third, this event included not only two entities as one would expect at first glance, but many (common good criterion CGC ii – good management); fourth, a filière approach to community service and the exploitation of clustered thematic activities was of critical importance to successfully hosting the 2015 UCI Road World Cycling Championship; and fifth, this event enabled the opportunity to market other city and regional assets (common good criterion CGC iii – good outcomes).

Cities hoping to bid for events ought to consider hosting unique events such as road championships. Those cities will benefit from careful event pre-planning, responsible event hosting and post-event legacies in the form of socio-economic and mindscape memories.

Bidding and pre-event planning is increasingly seen as an opportunity to locate, create and develop support for common good urban projects, which will remain valuable after the event is over or which will need to be built in spite of the bid’s result.

This study fills an unresearched gap on the impact of events on a city’s future non-motorized sustainable transportation priorities.

This chapter explores how the development of football fandom for the Chinese national team and local football clubs is strongly associated with societal changes. Although the performances of Chinese football teams, especially the national team, have failed to impress the world, football remains the most popular because of millions of supporters with loyalty and passion. Most studies related to fans mainly focus on the economic and political implications of spectatorship along with the rise of China. Nevertheless, few articles are available to answer the fundamental questions, such as ‘When did these supporters come out?’ and ‘What were the factors of the development of fandom?’. By going through archival records and published documents over the last decades, this chapter offers a comprehensive and historical analysis of the development of football fandom in the People's Republic of China (PRC) and deals with these unanswered questions. As such, this chapter does not intend to be the most authoritative one but is one of the rare sources to lay down the foundation for research on Chinese football fandom. Furthermore, this chapter also proves that studies on football fandom can be a useful window for observing Chinese society.

Although many attempts to discover key segments of sport spectators have been extant, little segmentation effort has been made to reflect pandemic situations such as the COVID-19 pandemic. The purpose of this research is twofold: (1) to classify sport spectators into key segments based on perceived risks associated with a mass-gathered sporting event during the COVID-19 pandemic and (2) to identify each segment’s profiles.

Questionnaire surveys of spectators attending a Japanese rugby game during the COVID-19 pandemic (January–June 2021) were conducted (n = 1,410). A combination of hierarchical and non-hierarchical clustering methods was executed.

The results revealed the five-cluster solution as the optimal number of clusters representing the samples (i.e. spectators with extremely low-risk perception, those with low-risk perception, those with moderate-risk perception, those with high-risk perception and those with higher social risk perception). This five-cluster solution showed sufficient stability and validity. Moreover, each segment had different profiles regarding three background aspects – demographics, psychographics and behavioral variables.

This study is the first effort to segment sport spectators based on perceived risks associated with a mass-gathered sporting event in the pandemic situation. Despite extensive segmentation studies to explore sport fans, contribution reflecting the post-crisis situations is scant. Therefore, the findings provide insight into this realm by providing a new viewpoint for understanding sport spectators during a possible future pandemic era.