Social media are nowadays used in all sectors, and likewise frequently within the sports
industry. However, there is a lack of studies that offer a holistic understanding of the …

Managing Major Sports Events: Theory and Practice is a complete introduction to the
principles and practical skills that underpin the running and hosting of major sports events …

This paper summarizes how social media and other technologies continue to proliferate; the
shifting economic landscape will precipitate more adaptive approaches for managers …

The study of sports innovation has become an important area of business research, which
has led to a growing number of publications on the topic in academic journals. Despite the …

Academic research interest in sport entrepreneurship and innovation is a recent
phenomenon but the practical significance has a long history (Ratten, 2018). The sport …

Purpose-The main purpose of this paper is to review the available research in the area of
social media marketing and provide an overview of the research potential to identify …

Mega-event boosters frequently claim increased public attention and improved host city
imagery as a rationale for public investments in major events. We design a methodology and …

ABSTRACT Rationale/Purpose This study examines social media sponsorship activation
during the 2018 PyeongChang Games period, seeking to investigate how sponsors of the …

Research has showed that aligning brand messages with topical events is a success
formula for evoking positive consumer responses, in which ad creativity (ie, originality …

Purpose The 2022 Olympic Winter Games in Beijing were the first sporting mega-event held
in a country that limits access to popular Western social networks. Since both domestic and …