Sports Audience Research Articles

Sports Betting Experience Research on the Impact of Professional Sports Audience Development

Sports Betting Experience Research on the Impact of Professional Sports Audience Development

Geology of the Tour de France: taking a sports audience by surprise

Every year, tens of millions of cycling enthusiasts watch and read about the Tour de France, one of the largest sports events of the year. For hours on end, they wait in anticipation of the climax of the race, and these hours are filled by commentators and journalists with background information about riders, the course, history, cuisine, culture and architecture. Little do they realize that every day the peloton is actually setting out on a beautiful excursion through what is one of the most geologically and geographically diverse regions in the world. The Geo‐Sports project provides journalists, readers, and viewers with accessible excursion guides, in written and video format, on websites and social media. In this article, we explain the rationale and background of the project, and we hope you will join us in lifting the veil to expose the beauty of the natural world and its role in our society.

Research on Business Value Development Methods of Top Sports Athletes - A Case Analysis of NBA Players

With the development of sports, the commercialization model of players is becoming more and more mature. The rise of commercialization has become a prominent trend in the field of contemporary sports, which has a far-reaching impact on athletes and the wider sports industry. Commercial development has a significant impact, not only expanding the sports audience, but also reshaping the role of athletes and the financial structure of the sports sector. This paper studies the means of commercial value development of top sports players, based on the case analysis of NBA players, using case analysis method, literature review method and other methods, taking the famous NBA star Curry, the spokesman of Under Armour, and the basketball legend Jordan as examples, to explore the commercial value of top players behind them. Through the study of the means of personal brand building and maintenance, social media marketing and fan interaction, sponsorship and endorsement, the economic principles behind it and the operation mode of NBA business alliance are summarized, and the conclusion is drawn.

A bad bet for sports fans: the case for ending the “gamblification” of sport

ABSTRACT A “gamblification” of sport has occurred over the last 25 years. Sports betting operators are now major sponsors of sport, and gambling activities and cultures are firmly embedded into sport. This paper considers the key issues affecting harmful gambling amongst sport audiences arising from this gamblification and implications for sport management. A narrative literature review identifies seven key issues: 1) harmful sports betting and negative consequences, 2) increased access to sports betting through smartphones, 3) innovated betting options that appeal most to bettors already experiencing gambling harm, 4) how advertising exacerbates harmful betting, 5) the normalisation of sports betting amongst sports fans, 6) impacts on children and adolescents, and 7) the heightened risk of harmful betting amongst sports participants. Sports organisations play an instrumental role in the gamblification of sport and derive revenues from wagering operators that are, in large part, derived from harmful gambling by sports fans. Rising community backlash against the normalisation of sports betting, and increasing regulatory restrictions on sports betting sponsorship and advertising, suggest that gambling sponsorship of sports will increasingly become untenable. Sports organisations need to plan for a future without wagering sponsorships and use their considerable influence to reduce gambling harm amongst their fans, players and broader communities.

The Effects of Sports Sponsorship on Buying Response for Jordanian Fans

This study aims to investigate the effect of sports sponsorship activities on the buying behavior of sports audiences, in addition to determining the statistical differences in the level of sports sponsorship activities and the buying response according to some organizational and demographics. The research population consists of Jordanian sports audiences who live in Amman city. The Convenience sampling technique is used. The researcher selects the respondents from coffee shops, cafes, famous malls in Amman, and social media users. The recommended sample size is 385. The unit of analysis is the Jordanian who attended and watched the sports activities for up to 19 years living in Amman. The study concludes that sports sponsorship activities strongly positively affected the buying response “ATR” of the sports audience. It is found statistically significant differences in the awareness tend to males and B. A degree holder. It is also found that the age between 42 - 46 is the most experienced, but it is found that there are no differences between the sports audience segments in the repeated purchase stage. Finally, it is a statistically significant difference in sponsorship activities and tends to the telecom companies in Jordan. The study presents a set of recommendations that enhance using the sponsorship in the local sports market.

Image Transfer in Sports Creative Sponsorship and Participation Sponsorship: What’s the Difference?

Participation sponsorship and creative sponsorship of sports events can have strategic communication effects. In this study of the car brand “Peugeot” in Tunisia, the impact of participation sponsorship on image transfer was compared with that of creative support, considering the moderating effect of the involvement of spectators on the image transfer process. Structural equation modeling analysis was used to validate the measurement of images and structural models of image transfer. The results largely favored sports-related creative sponsorship. Furthermore, when moving from “low involvement” to “high involvement” groups, observers of the creative backing were perceived as more intense, indicating that participation sponsorship has a decreasing impact. Research results have shown that it can be a more effective communication tool than multi-sponsoring. We conclude that creative support presents a real image transfer opportunity for sponsors that is less costly but more persuasive than participation. This assumption deserves to be verified for the indirect sports audience and in other cases of events with high and low media coverage.

Poor Officiatintg, Lack of Sportsmanship Spirit and Poor Facilities as Triggers of Violence Among Sports Audience in Portharcourt Metropolis, Nigeria

This study examined if poor officiating, lack of sportsmanship spirit and poor facilities are triggers of violence among sports audience in Port Harcourt Metropolis, Nigeria. This study was conducted among the inhabitants of Port Harcourt metropolis in River state. The descriptive survey research design and a sample size of 1,000 participants were used. The multi-stage sampling technique, a structured, validated and modified Likert type questionnaire were employed. The reliability of the instrument was determined through the Crombach Alpha, which gave a value of r = 0.89. The data collected was analyzed using the Chi-square statistics. The study revealed that poor officiating, lack of Spirit of Sportsmanship and poor facility were triggers of violence among sports audience in Port Harcourt metropolis, Nigeria. It was consequently recommended that only competent and knowledgeable officials should be used for matches. Both players and supporters should be educated on the rules of games and trained to accept the decision of referees’ umpires etc. and should not see competition as a do-or-die affair/event.

Spectators longing for live action: a study of the impact of the covid-19 pandemic on (football) supporters in Sweden

The purpose of the study is to investigate how sports audiences have been affected by being unable to attend competitions physically on site during the Covid-19 pandemic. The study shows how Swedish supporters, mainly football fans, have experienced the 2020 season, coinciding with the Covid-19 pandemic. The analysis highlights the importance of physical place for the audience and discusses the relationship between physical sports arenas and digital platforms during the pandemic. Finally, the effects of the suspension of live experiences are discussed. According to the persons studied, something essential—fellowship, solidarity, pulse, excitement—is lost when sporting events are held without an audience. The theoretical framework is derived from cultural sociology and draws inspiration from key concepts such as topophilia, space and place, and emotional attachments.

ВОЗМОЖНОСТИ ДЛЯ СПОНСОРОВ И ПАРТНЕРОВ В ИНДУСТРИИ СМЕШАННЫХ ЕДИНОБОРСТВ

The research purpose is to evaluate and analyze the possibilities of using sponsorship in mixed martial arts in Russia. Methods and organization of the research. The following methods were used during the research: the analysis of scientific and methodological literature, documentary and Internet sources, study of the organization of promotions and mixed martial arts tournaments. Scientific articles, official documents and Internet sites of Russian and foreign mixed martial arts promotions were analyzed to achieve the goal. The analysis of materials on the possibility of using sponsorship in Russia, which were highlighted during the research, was carried out. Research results. The article presents the results of the research on the specific use of sponsorship in mixed martial arts in Russia and in the world. The sponsorship of promotions, regular tournaments and participating mixed martial arts fighters is described. The interest in mixed martial arts among different audiences is determined. The opportunities for potential sponsors and partners who will want to get their promotion through mixed martial arts are analyzed. Conclusion. According to the results of the research, we have highlighted promising opportunities for additional funding of mixed martial arts through organizing work with sponsors and partners. The data obtained allow experts to form an idea of the available opportunities in mixed martial arts, as a new channel of promotion and communication with the sports audience.

Artificial Intelligence and Machine Learning in Sport Research: An Introduction for Non-data Scientists

In the last two decades, artificial intelligence (AI) has transformed the way in which we consume and analyse sports. The role of AI in improving decision-making and forecasting in sports, amongst many other advantages, is rapidly expanding and gaining more attention in both the academic sector and the industry. Nonetheless, for many sports audiences, professionals and policy makers, who are not particularly au courant or experts in AI, the connexion between artificial intelligence and sports remains fuzzy. Likewise, for many, the motivations for adopting a machine learning (ML) paradigm in sports analytics are still either faint or unclear. In this perspective paper, we present a high-level, non-technical, overview of the machine learning paradigm that motivates its potential for enhancing sports (performance and business) analytics. We provide a summary of some relevant research literature on the areas in which artificial intelligence and machine learning have been applied to the sports industry and in sport research. Finally, we present some hypothetical scenarios of how AI and ML could shape the future of sports.

Behind a success story: How the NFL used digital marketing to grow a mainstream sports audience in the UK

The US National Football League (NFL) staged its first regular season game in London in 2007. Since then, London has hosted 28 games, featuring 31 of the 32 teams that make up the NFL. These games have provided local relevance in the market, while the season-long marketing approach taken by the NFL has grown the fanbase to the point where the UK can be considered ‘franchise-ready’ for an NFL team to move there at some point. This paper looks at how the NFL has used digital and social media marketing to appeal to this strong fanbase while continuing to bring in new audiences and deliver high levels of growth, with a view to making American football a mainstream sport in the UK.

Sociological Analysis of Chinese Sports Viewers with Differences in Social Capital

Despite the swift growth of China’s sports programs, the sports audience in China vary markedly in terms of social class and urban types. Thus, understanding the audience characteristics of Chinese sports programs is of utmost socioeconomic significance for the development of sports programs. This study aims to investigate the population of different social capital and regions through the Internet and uses an ologist to perform regression analysis. People with different social capital exhibited significant differences in the love of sports programs, with significant social divisions. In addition, the differences in the groups’ love for sports programs in different regions were significant, suggesting field differences among the audiences of Chinese sports programs. Besides, we found that although sports programs are a type of public social resources, the Chinese audience’s preference for sports programs is affected by social capital and regional differences. In general, this study is helpful for the government and the media to formulate targeted sports planning policies, further promoting the development of sports and promoting the improvement of business model under industry 4.0.

Media Portrayals of Athlete-Perpetrated Intimate Partner Violence: An Examination of the Social Ecological Model, Race, and Communication Perceptions

This study examined how participants responded to incidents of athlete-perpetrated intimate partner violence in two separate contexts: one featuring an athlete from a league that is at peak popularity among sports audiences (National Football League; NFL) and one featuring an athlete from an up-and-coming league that currently has a lower standing in professional sports (Ultimate Fighting Championship League; UFC). The authors used the social ecological model to qualitatively analyze participant perceptions about athlete-perpetrated intimate partner violence composite news packages. For the purpose of this study specifically, they centered on 1,124 responses to one of the open-ended qualitative questions asked in a larger quantitative experiment. The authors found that the participants most frequently attributed the perpetrator’s behavior to either individual or relationship-level reasons and that there were differences in the level attributed for participants of different races and ethnicities. They also determined that the participants were more likely to ascribe the violence to the suspect’s job (i.e., athlete) if they were a UFC fighter than an NFL player. Theoretical extensions of the social ecological model and practical implications for journalists, the media, and fans are offered.

Самостійна робота майбутніх учителів фізичної культури в опануванні ігрових видів спорту на основі особистісно орієнтованого навчання

The article is devoted research of problem of independent work of future teachers of physical culture in a capture the playing types of sport. A task the article is in theory to ground independent work of future teachers of physical culture to trainer's activity in the playing types of sport on the basis of the personality oriented approach. The features of independent work of students of faculties of physical education are reflected. Certainly concept independent work of future teachers of physical culture which prepares them to trainer's activity in the playing types of sport on the basis of the personality oriented studies. Influence of the personality oriented studies is well-proven on organization of independent work of students. Described types of independent work of future teachers of physical culture to trainer's activity in the playing types of sport (audience, pozaauditorna obligatory, pozaauditorna individual independent work) and given forms of its realization. Consequently, perfection of independent work of future teachers of physical culture in quality of trainers on the basis of the personality oriented studies is examined by us as the real possibility independently to seize knowledges, to form an own world view and pawn the detailed bases of pedagogical trade of trainer from the playing types of sport.

Characterizing patterns of scoring and ties in competitive sports

Sports audiences’ sense of excitement originates from a multitude of factors such as the uncertainty in the outcome of a game and the expectation of winning streaks. The uncertainty factor can be said to be maximized when the game is tied. At the same time, a tie represents the antipode to the ultimate goal-to win-of the contestants and the wishes of their loyal fans. A tie therefore encourages the contestants to continually adapt to the situations and strategize to break it, leading to an even more dynamic and engrossing gameplay. A key to understanding this phenomenon starts from the characteristic dynamics of ties and scoring events in sports games. Here we analyze the complete data from a full season of the National Basketball Association (NBA), the professional basketball league of the United States and Canada, to find the patterns of scoring and ties and how they correlate with the interactive nature of sports, and show how they differ from traditional simple random models based on cruder summary statistics that can show their insufficiencies on fine details of gameplay. Given the social and economic significance of such enterprises, these types of findings will prompt the much-needed developments in detailed modeling of sports based on actual data.

Views of the sports audience who received sports education about the sports organizations postponed due to Covid-19

This research was conducted in order to determine the views of the sports audience who received sports education about the sports organizations postponed due to Covid-19 regarding the postponement. The method of this research, which is a descriptive research, is a scanning model and it was conducted with the questionnaire technique. The questionnaire form developed by the researcher was applied to the research group online and 812 feedbacks were received. The analysis of the data was evaluated in the licensed SPSS 21 package program and descriptive statistics were used in the study. As a result of the research, the majority of the participants stated that they could not think of a life without sports and that they could go to the stadium and sports halls to watch the matches after the postponement was over. In the study, it was determined that the individuals over the age of 61 do not think of going to the gym after delay. It has been concluded that the fact that Covid-19 is more effective, especially on elderly individuals, negatively affects the status of individuals of this age to go to the sports halls or sports organizations.

“This Is Ghetto Row”: Musical Segregation in American College Football

AbstractA historical overview of college football's participants exemplifies the diversification of mainstream American culture from the late nineteenth century to the twenty-first. The same cannot be said for the sport's audience, which remains largely white American. Gerald Gems maintains that football culture reinforces the construction of American identity as “an aggressive, commercial, white, Protestant, male society.” Ken McLeod echoes this perspective in his description of college football's musical soundscape, “white-dominated hard rock, heavy metal, and country music—in addition to marching bands.” This article examines musical segregation in college football, drawing from case studies and interviews conducted in 2013 with university music coordinators from the five largest collegiate athletic conferences in the United States. These case studies reveal several trends in which music is used as a tool to manipulate and divide college football fans and players along racial lines, including special sections for music associated with blackness, musical selections targeted at recruits, and the continued position of the marching band—a European military ensemble—as the musical representative of the sport. These areas reinforce college football culture as a bastion of white strength despite the diversity among player demographics.

THE BUYING RESPONSE MODEL “ATR” FOR SPORTS SPONSORSHIP ACTIVITIES -EVIDENCE FROM SPORTS SPONSORSHIP MARKET IN JORDAN

This study aims to investigate the effect of sports sponsorship activities on the buying behavior of sports audience, in addition to determine the statistical differences in the level of sports sponsorship activities as well as the buying response according to some organizational and demographics. The research population consists of Jordanian sports audience who living in Amman city. The purposive sampling technique is used. The researcher selects the respondents from the coffee shops, cafe, the famous malls in Amman, and the social media users. The required sample size is 385. The unit of analysis is the Jordanian who has an interest in attending and watching the sports activities and over 19 years old living in Amman. The study concludes that the sport sponsorship activities have a strong positive statistical effect on the buying response ATR of the Jordanian sports audience. It is found that there are statistically significant differences in the awareness, so the males are more aware than females and the university degree holders are more aware than others. It is also found that the age group between 42 - 46 years of the Jordanian audience is the most experienced people, but it is found that there are no differences between the sports audience segments in the repeated purchase stage. Finally, it is found that there are statistically significant differences in the sponsorship activities tend to the telecom companies in Jordan. The study presents a set of recommendations that enhance using the sponsorship in the local sports market. KEY WORDS: Sports Sponsorship , Buying Response , ATR Model , Jordan.

THE ROLE OF SPORTS SPONSORSHIP IN IMPROVING BRAND EQUITY A STUDY ON THE SAUDI AUDIENCE IN RIYADH

The study aims at diagnosing the impact of the sports sponsorship on the brand equity in the minds of Saudi sports audience as well as determining the statistical differences in using the sports sponsorship and brand equity according to some organizational and demographical variables. The research population consists of two sub-populations which are the sports journalists and the Saudi sports audience in the city of Riyadh. The purposive sampling method is used and the calculated samples size reaches 40 of Saudi sports journalists and 387 of the sports audience. The study concludes that sport sponsorship has a positive significant effect on brand equity in the minds of the Saudi sports audience. The study finds that there are no statistical differences in using the sports sponsorship while such differences in brand equity are proved according to age. Finally, the study suggests a set of recommendations and implications that enhance the sport sponsorship in the Saudi market. KEY WORDS: Sponsorship, Sports , Brand Knowledge, Brand Image, Mental Associations, Sports journalists, Sports Audience, Riyadh , KSA.

California Streamin’: Developing an Integrated Social Media Strategy to Attract Fans to a New Streaming App

Laurie Spinks is the Director of Social Engagement at NBC Sports Bay Area. She has been instrumental in developing strategies for social media platforms across a number of different sports, and must now develop a social media strategy which drives fans towards a new app. NBC Sports created the My Teams app to counter cord-cutting and allow sport fans to stream live games of their favorite local teams on their mobile devices. Prior to the launch of the app in the Bay Area, Spinks will meet with her team to formulate a social media strategy which supports the new app. This case explores some of the elements that contribute to the development of a social media marketing strategy for the NBC Sports My Teams app. In particular, the strategy focuses on targeting the San Francisco Bay Area sport audience by identifying and developing social media objectives, creating an audience profile for app usage, and implementing appropriate strategies to support objectives and attract the desired audience.