The COVID-19 outbreak leads to the sudden lockdown of sports businesses across the world. Due to the difficulty of generating sports content as usual amid the global pandemic, some sports ...organizations around the world, resort to esports. Concretely, sports organizations let their professional athletes compete virtually in video games to produce competitive entertainment for the audience. Such "mixed" competitive entertainment attracts a high spectatorship and significant social media attention. This commentary seeks to provide a research-based explanation of the phenomenon and predict future developments.
The Color of Support Henderson, Conor M.; Mazodier, Marc; Sundar, Aparna
Journal of marketing,
05/2019, Volume:
83, Issue:
3
Journal Article
Peer reviewed
Brand sponsorship connects brands with large, passionate audiences. The sponsorship literature emphasizes the importance of brand sponsor–team congruence; however, prior research has largely focused ...on the relevance of the brand to the sport or geographic area. This article offers the first real-world empirical investigation of the effects of visual congruence through color matching on sponsorship performance. A wide-scale study of 703 Major League Baseball fans’ evaluations of their team’s sponsors, merged with real stadium signage data, offers evidence of the benefits of visual congruence. Two experiments in the contexts of product packaging and online advertising provide converging evidence of the positive effects of created visual congruence on attitudes toward the sponsorship, brand attitudes, and intentions. Brands without an inherent match to a team can enjoy enhanced sponsorship benefits with little additional costs simply by adopting the team’s colors in visual displays. However, the viewer’s motivation (fan status), opportunity (fan exposure), and ability (lack of color blindness) to process visual congruence moderates its effectiveness. By using the proposed framework, managers can maximize the value of their sponsorship rights.
The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to ...athletes, sponsors and fans. It has been estimated, for example, that 3.6 billion people (about half of the world population) watched at least one minute of the Beijing Games in 2008 on television. The driving force behind the rise of the modern Olympics has been the Olympic marketing programme, which has acted as a catalyst for cooperation between stakeholders and driven the promotion, financial security and stability of the Olympic movement.
This book is the first to explain the principles of Olympic marketing and to demonstrate how they can be applied successfully in all other areas of sports marketing and management. The book outlines a strategic and operational framework based on three types of co-productive relationships (market, network and informal) and explains how this framework can guide professional marketing practice. Containing case studies, summaries, insight boxes and examples of best practice in every chapter, this book is important reading for all students and practitioners working in sports marketing, sports management or Olympic studies.
The market-shaping literature recognizes that consumers are actors who can shape markets. However, research into the mechanisms of consumption-driven market-shaping is only emerging. This paper shows ...that one way in which consumers shape markets is through boundary work, as consumers make, break, and re-make the boundaries among multiple markets. Empirically, this paper investigates how user innovation practices catalyzed the formation of four boardsport markets: surfing, kitesurfing, windsurfing, and stand-up-paddling. The findings show that consumers shape markets in three steps: (1) generating local variations of consumption practices; (2) imposing order and coherence to intermediate frames; and (3) channeling creative consumption practices into market formation. This paper contributes to the market-shaping literature by conceptualizing how consumers splinter an existing singular market into new markets. We coin the term ‘market bifurcations’ to describe how a singular, seemingly cohesive consumer practice breaks down, splintering into several local variations, which can then catalyze the formation of new markets.
Football clubs have increasingly recognized the importance of social media networks as crucial tools for communication and interaction with their fans, both online and offline. The purpose of this ...study was to develop an all-encompassing conceptual model that scrutinizes the complex interconnection among fan engagement, team identity, and loyalty on social media channels, with a particular focus on football. Data were collected via an online survey involving 264 avid football fans associated with three prominent clubs in the Turkish Football Super League. The measurement of social media engagement encompassed three sub-dimensions: consumption, contribution, and creation. Hypotheses were tested using exploratory factor analysis, confirmatory factor analysis, and structural equation modeling. The results confirmed four out of seven hypotheses, providing evidence of significant associations between the constructs under investigation. The findings revealed meaningful connections between fan engagement, identification, and loyalty behaviors, such as liking, sharing, and commenting on social media platforms. The findings of this research bear multiple implications that offer significant insights for football managers and sports marketers seeking to enhance fan involvement through the implementation of advanced social media strategies. Furthermore, this study enhances our understanding of social media habits among fans, providing a precious asset for marketing professionals who utilize social media networks in their marketing strategies.
Purpose: The purpose of this study is the importance of sports marketing in Taekwondo.Methodology: This research is considered applied research in terms of purpose, and the research method is a ...descriptive survey. A researcher-made questionnaire did the research. The statistical population of this study includes all managers (including 365 members of technical managers, executive managers, and coaches) of Taekwondo sports clubs in Guilan province. The statistical description of research variables and inferential statistics method was used to analyze the collected information.Findings: The results of this study showed that the main components of price, product, place, and promotion have a positive and significant effect on sports marketing.Originality: In this article, the researcher has suggested the importance of sports marketing for the growth of the sports industry and helping to develop the sport of Taekwondo. The results of this study are valuable for communities that seek to develop their sports marketing programs.
In the setting of four FIFA World Cups, this article examines the effect of the national team participation and other variables as predictors of football matches audience size. It compares not only ...the audience of those matches with/without the presence of the national team during the same tournament (as prior research), but also the audience of matches from tournaments with/without the participation of the national team. Results show that when the national team qualifies and participate in the tournament, the home team effect represents the most relevant predictor of audience size, followed by match quality and scheduling variables. When the national team fails to qualify to the tournament, different predictors of audience behavior are detected. Moreover, the comparison between these scenarios reveals an ancillary home team effect for the whole tournament in which the local team is taking part and a straight effect when it is present on the screen.
PurposeSponsorship has become an important marketing activity. However, research on the topic treats the sponsorship context, characterized according to the type of sponsored property and the social ...role of these properties, as a stable characteristic or as a dichotomous characteristic within empirical studies. Therefore, the authors outline a multi-level typology of the different types of sponsorship contexts to account for traditional types of sponsorship as well as emerging themes such as online sponsorship. The authors then propose an agenda for future research.Design/methodology/approachThe authors conduct a general review of the sponsorship literature to synthesize established sponsorship types with newly emerging themes to develop a multi-level typology of sponsorship contexts and a research agenda.FindingsThe authors’ conceptual analysis revealed a typology of sponsorship contexts that captures both general and specific types of sports sponsorship, prosocial cause sponsorship, culture and community sponsorship, and media and programming content sponsorship.Research limitations/implicationsThe authors’ typology provides an organizing framework for future research focussing on different sponsorship contexts. However, the emergent categories still require further empirical testing. Therefore, the authors develop a set of questions to guide future research on the topic.Practical implicationsThe authors’ typology outlines the different sponsorship contexts that should be considered by organizations that engage in sponsorship-linked marketing.Originality/valueThis paper provides a multi-level categorization of sponsorship contexts that integrates both traditional categories and newly emerging categories to better inform future research on situational differences in sponsorship.
La Copa Mundial de la Federación Internacional de Fútbol Asociado (FIFA) es un torneo que altera las rutinas de cada país y más si su selección nacional es protagonista. Ecuador experimentó una ...atmosfera de esta naturaleza luego de ocho años de espera, tras la última participación de su equipo en Brasil 2014. En este contexto, el presente estudio tiene como objetivo revelar las expectativas deportivas y de consumo que tienen los ecuatorianos alrededor de la competición de su selección de fútbol en el torneo de Catar 2022. Tras la aplicación de una encuesta aleatoria simple a 1438 participantes, los resultados revelan cómo los aficionados planifican vivir el primer partido, los tipos de bebidas y comidas que eligen y con quién lo presenciarán. De la misma forma, el estudio determina la importancia que reviste la televisión abierta y gratuita en la sociedad ecuatoriana, al encontrar entre los participantes que es la primera opción al momento de proyectar la imagen, y que en lugar de encender la radio mientras se mira el juego, los más jóvenes ocuparán ese lapso en aplicaciones móviles y apuestas deportivas para añadirle diversión e incertidumbre al desenlace. El estudio explica también cuál es la relación comercial del fanático con su equipo, pues se consultó sobre cuántos adquirieron una camiseta oficial o una réplica y cuál es la perspectiva de gasto en ese entretenimiento dominical. Así se muestra al hincha ecuatoriano, el mismo que en un 40 % confiaba en que su Tricolor avanzaría a los octavos de final del certamen planetario.
Introduction: The process of going to the soccer stadiums, is pointed as a leisure activity of society, for such, this phenomenon is responsible for providing profits to clubs since ticket sales is ...one of the main sources of revenue in soccer. Therefore, when enjoying the spectacle, the fan is likely to receive numerous stimuli due to the atmosphere found in soccer stadiums. Therefore, it is the clubs' mission to aim at pleasing their consumers, aiming at the acquisition of their products and services. Therefore, we find in the sports marketing literature the behavioral intentions, which provide information about the supporters' future intentions towards their club. However, there are still no indications that map the role of stadium atmosphere and ticket price on behavioral intentions, in the soccer field. Objective: To review the role of stadium atmosphere and ticket price on the behavioral intention of Soccer spectators. Methodology: This is a systematic review, following PRISMA protocol suggestions, using Scopus, Web of Science, and EBSCO host databases. We used a search model with descriptors for groups related to ticket prices and stadium atmosphere, plus a group related to behavioral intentions and soccer. Original studies published in English or Portuguese up to September 30, 2020, were considered; the year of publication was not restricted. Moreover, the studies that were unrelated to the theme and duplicated were removed. A total of 732 studies, with 02 being eligible for this review. Results: As investigated, the atmosphere of the stadiums is able to impact on behavioral intentions, being the positive experience corresponding to a higher content of return to the stadiums, however, the fan does not get their emotional needs met while the atmosphere prior, can direct the same to a negative significance in relation to behavioral intention. As for the ticket price, it had a positive significance when compared to behavioral intentions. Discussion: Focusing on this significance, the positive experiences and the price paid for tickets in an event can play an intentional repurchase behavior. It is worth noting the context in which the analysis is employed since the local culture can influence consumer perception regarding the desired experiences at the spectacle. Conclusion: The stadiums' atmosphere and the ticket prices structure themselves as a relevant factor in the behavioral intentions of soccer fans.
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