Rapid technological progress and digitalization have considerably changed the role of
technology in sports in the past two decades. As the human limits of performance have been …

National governing bodies (NGB) of sport are not-for-profit organisations that typically
receive less mainstream media coverage and have much smaller marketing budgets than …

Sports fans are individuals who are interested in and follow one or more sports, teams,
and/or athletes. These fans reinforce their identity as a fan by engaging in supportive and …

Social media has become an important frontier in the sport sponsorship paradigm (Dees,
2011), offering brands a powerful mechanism to stimulate consumer engagement (Vale & …

Purpose–The purpose of this study is to identify the decision making factors of sport
sponsorship in the global market context using Analytic Hierarchy Process (AHP) …

Little research has examined the use of social media as people watch live sporting telecasts—
an activity that has been referred to as the second screen phenomenon. The paper …

Purpose The purpose of this study was to examine the effectiveness of social media
strategies of sport organizations when an unexpected absence of relevant content occurs …

Social media, specifically social networking sites (SNSs), offer organisations direct access to
a significant amount of personal information about their consumers and provide the means …

As gender equity has become an important issue throughout the sport industry, this research
seeks to fill a gap in the literature related to whether sport sponsor retention differs across …

Purpose The purpose of this paper is to thematically categorise sports sponsorship-linked
Twitter content and, by drawing on uses & gratifications theory, to map the extent to which …