Sport Marketing Research Articles

팬 커뮤니티 마커와 스포츠소비자행동 : 팬 커뮤니티 마커, 팬 커뮤니티 동일시, 팀 동일시, 구전의도 간의 구조적 관계를 중심으로

This study aimed to examine the structural relationships among fan community markers (that consist of shared consciousness, rituals and traditions, collective intelligence, and reciprocal altruism), fan community identification, team identification, and WOM intentions. To achieve this aim, structural equation modeling was conducted with samples from supporters of Korean football clubs(n=365). The results of this study are as follows. First, fan community markers had positive effects on fan community identification, team identification, and both fan community-related and team-related WOM intentions. Second, fan community identification had a positive effect on fan community-related WOM intention, while team identification had a positive effect on team-related WOM intention. Third, fan community identification partially mediated the relationship between fan community markers and fan community-related WOM intention, whereas team identification partially mediated the relationship between fan community markers and team-related WOM intention. The findings provide sport marketers with a deeper understanding of how to build fan community markers that foster fan community members’ approach behaviors.

Copyright Act License for Commercial Broadcasting of 2014 World Cup Matches

This study intends to determine the legal protection of copyright as licenses for broadcast copyrighted world cup works. Specifically, this study investigates the legal protection criteria for licenses registered with the Directorate General for Intellectual Property Rights. In addition, it attempts to examine instances of court decisions relating to copyright licensing issues. This study employs normative research and literature in accordance with a statutory methodology. As described in Article 83, paragraph 1, of the Copyright Law No. 28 of 2014, copyright certainty is established if the copyright has been registered with the Directorate General for Intellectual Property Rights. In order for the license agreement to have legal repercussions for third parties, it must be registered, but in practice it cannot be executed because there are no penalties for third parties that break the license. Similarly, in the instance of copyright infringement, the Judicial Review decision No. 43 PK/Pdt.Sus-HKI/2017 is one of them. FIFA recognized PT Inter Sports Marketing as the exclusive licensee for the 2014 World Cup in Brazil, as the company had registered. Due to violations by a Semarang hotel, the verdict did not reflect the losses sustained. It seemed as though the registration had been in vain since it lacked sufficient legal clarity.Keywords: Copyright; License; Legal Protection; World Cup.

Copyright Act License for Commercial Broadcasting of 2014 World Cup Matches

This study intends to determine the legal protection of copyright as licenses for broadcast copyrighted world cup works. Specifically, this study investigates the legal protection criteria for licenses registered with the Directorate General for Intellectual Property Rights. In addition, it attempts to examine instances of court decisions relating to copyright licensing issues. This study employs normative research and literature in accordance with a statutory methodology. As described in Article 83, paragraph 1, of the Copyright Law No. 28 of 2014, copyright certainty is established if the copyright has been registered with the Directorate General for Intellectual Property Rights. In order for the license agreement to have legal repercussions for third parties, it must be registered, but in practice it cannot be executed because there are no penalties for third parties that break the license. Similarly, in the instance of copyright infringement, the Judicial Review decision No. 43 PK/Pdt.Sus-HKI/2017 is one of them. FIFA recognized PT Inter Sports Marketing as the exclusive licensee for the 2014 World Cup in Brazil, as the company had registered. Due to violations by a Semarang hotel, the verdict did not reflect the losses sustained. It seemed as though the registration had been in vain since it lacked sufficient legal clarity.

Nike's Investment Value and Development Trend

With the improvement of people's living standards and the popularity of sports, more and more people associate healthy life with sports, which significantly increases the consumption of sports goods. The United States is the production of sports goods market leader. Nike is a very representative sports goods company, with 110 years of production history. After decades of development, Nike has occupied nearly half of the market share in the high-end sports market in more than 120 countries. This paper selects American Nike company as the research object to analyze its industry environment and competitive strategy. Then, we'll conduct profitability analysis, efficiency ratio analysis, and solvency analysis on Nike and analyze Nike's investment value and development trend in the past three years based on financial indicators. In the research, it is found that Nike has some problems such as weak solvency, high total operating cost and slow turnover of receivables. This paper proposes a solution to the problems in the report.

A future vision for preparing graduates of the Faculty of Physical Education, Sports Marketing and Investment Department, in light of the requirements of the contemporary labor market

A future vision for preparing graduates of the Faculty of Physical Education, Sports Marketing and Investment Department, in light of the requirements of the contemporary labor market

Key features of the development of measures to create and increase the competitiveness of a football club

In this article, the author develops a business plan for a football club. To achieve this goal, the author analyzes the role of football in the modern world. According to the author, the opening of a football club can have a positive impact not only on the development of sports, but also on the interest of young people in football. In addition, the article examines the state of the sports market and analyzes the external environment. The author highlights a list of consistent actions that must be carried out for the successful development of a football club. Also, special attention is paid to the legal aspects of creating a club, in particular, its registration and preparation of the necessary documentation. An equally important aspect, according to the author, is the choice of a football structure in which the club's players will participate. The duration of the project is on average about a year. The article defines a number of goals that the club must achieve over this period of time. Further, the author studies in detail the issue of choosing the playing field. They study different options and select the most optimal one for a club that is just starting its activity. Then the article provides fairly detailed calculations of the costs required to implement the project. In particular, the author calculates the amount of initial investment required for the implementation of the project, the cost of tickets for the match, sales volumes, and material costs are calculated. In addition, the author pays attention to the issue of staff selection: its number, wages. Separately, the author considers the costs of the club and the expected income. Based on the above calculations, the author formulates conclusions regarding the effectiveness of the football club.

JURIDICAL REVIEW OF INCENSION/BREATING RIGHTS TROUBLE World 2014 (Study of Supreme Court Decision Number 2/PDT.SUS-HKI/2018/ PN.Smg)

PT. Inter Sport Marketing (PT. ISM) is one of the license holders from FIFA to serve the broadcast of the World Cup throughout the territory of the Unitary State of the Republic of Indonesia which has been created and signed by l ui license agreement dated May 5 , 2011 between PT. ISM with FIFA. The license agreement made PT. ISM becomes the Master Rights Holder for media rights . However, there are pros and cons which are two main issues . PT. ISM is a company domiciled in Indonesia and is one of the recipients of a license or has received official permission from FIFA to broadcast World Cup broadcasts throughout the territory of the Republic of Indonesia, has been made and signed me l a l ui l icence agreement dated 5 May 2011 between PT. ISM with FIFA. Legal position of PT. ISM as the holder of the copyright license and the legal consequences of the license agreement between the parties PT. ISM and FIFA against third parties; This research includes normative law with a conceptual approach based on legislation, doctrine, and jurisprudence, with the method of collecting data from library research; The result of this research concludes that PT . ISM has the legal standing or legal capacity to prohibit anyone or any party that harms rights throughout the commercial territory of the Republic of Indonesia . Under the FIFA license agreement is known to be valid, the license agreement has legal consequences for third parties which are defined as parties outside the above agreement.

“Giving PUMA the boot”–A case study of a contemporary consumer sports boycott

PurposeThe purpose of this article is to offer a conceptual assessment of a contemporary consumer boycott of a global sports brand. A critical commentary is offered of the “Boycott PUMA” campaign with an examination of the positions and motivations of the different parties involved, specifically PUMA, the “Boycott PUMA” campaign, the Israeli Football Association and UEFA/FIFA.Design/methodology/approachThis article is a position and conceptual paper, designed to generate a discussion on what is an emotive consumer boycott campaign. A distinction is made between political boycotts and consumer boycotts, whether it is possible to separate sport from politics, and if PUMA's claimed position of neutrality in this conflict can be achieved.FindingsThe focus here is on PUMA's corporate social responsibility statement in which they claim that sport and politics do not mix, with their response to Russia's invasion of Ukraine in 2022 undermining this claim. PUMA's commitment to social justice is being used by the “Boycott PUMA” activists to expose the disconnect between PUMA's stated vision and its actions.Practical implicationsPUMA's brand has been built on creating a particular type of brand image, with a positive image and brand awareness essential for this sports apparel company. If the company finds itself in a media spotlight their brand equity can become damaged.Originality/valueWith very little research available on the Israel/Palestine from a sport sponsorship and marketing perspective, this article offers an original and much needed assessment of a potentially significant campaign.

Reimagining Sport Management Programs Within Kinesiology and Public Health

The growth of Sport Management programs in the United States over the past 50 years has sparked debate about where they should reside on college campuses. However, it has also provided significant opportunities for collaboration and integration with other academic programs in Kinesiology and Public Health. This paper explores relevant literature and current issues that highlight the intersection of sport management, physical activity, and health and then describes two academic programs that were redesigned to better integrate sport management and the health sciences. The Sport Marketing and Management program at Indiana University provides students with the opportunity to expand their business training, with particular emphasis on diversity, equity, and inclusion, through coursework in health and movement-related programs in the School of Public Health. The School of Kinesiology’s Applied Exercise Science program at the University of Michigan offers students the option of pursuing a management elective track that incorporates courses from the school’s Sport Management program. This paper provides leaders in Kinesiology with explicit examples of integrating kinesiology and public health with sport management and serves to encourage leaders to promote and support greater collaboration within units of Kinesiology and other health science programs.

Consumer and Employer Discrimination in Professional Sports Markets: New Evidence from Major League Baseball

Abstract: This study investigates the relationship between consumer discrimination, racial matching strategies, and employer discrimination in Major League Baseball (MLB) from 1985 to 2016. Specifically, we assess the extent to which both fan attendance and team performance respond to changes in teams’ and their local market areas’ racial compositions. To this end, we use game-level data ( N = 69,239) that we aggregate to the team-season level ( N = 866). Using facial recognition software and pictures on more than 7,000 players, each player is assigned to one of three race groups: white, black, and other (Asian or Hispanic). We find both consumer and employer discrimination; discrimination varies across leagues, over time, by race and athlete groups, and regional racial composition. However, league-specific fan and employer racial preferences only partially align, indicating that employer discrimination is not primarily driven by fans’ racial preferences.

스포츠 팀과 스폰서 기업의 ESG 활동이 자신 및 스폰서십 파트너의 이미지에 미치는 영향 : 쌍방향의 이미지 전이를 통한 시너지 효과를 중심으로

This study aimed to examine the effect of sport teams’ ESG on their own and their sponsors’ image and the effect of sponsors’ ESG on their own and their teams’ image. In addition, this study tried to explore the relative effectiveness of concurrent ESG of both sport teams and sponsors over sport teams’ and sponsors’ ESG on their own and their sponsorship partners’ image. For this purpose, t-tests and ANOVAs with multiple comparisons tests were conducted with scenarios that represent 5 experimental conditions(n=510). The results of this study are as follows. First, sport teams’ ESG had a positive effect on their own and their sponsors’ image through traditional, unidirectional image transfer. Second, sponsors’ ESG had a positive effect on their own and their teams’ image through reverse image transfer. Third, concurrent ESG of both sport teams and sponsors led to higher sport teams’ and sponsors’ image through bilateral image transfer than sport teams’ and sponsors’ ESG. These findings provide both sport marketers and sponsor marketers with insight into how they develop ESG strategies that enhance sport teams’ and sponsors’ image in sport sponsorship.

Sport Communication Report: Samsung Communication Campaign for Rio Olympic Games

This paper analyses the content and strategy of Samsung's sport communication campaign during the Rio Olympic Games. This paper reviews the relevant marketing and communication theories and then analyzes Samsung's product selection, opinion leaders, and communication strategies. We suggest that the sports products, marketers, and owners provide feedback, making the three advertisements more effective. The selection of athletes for the advertisements demonstrates the core value of the Olympic Games). When the opinion receivers decode the meaning expressed in the advertisements, both behavior and cognitive learning theory have applied to the analysis. The communication campaign's effective decoding enabled the consumers to make quick decisions.

Literature review on the relationship between Artificial Intelligence Technologies with Digital Sports Marketing and Sports Management

In recent years, artificial intelligence has shown its supremacy in various domains in a wide range of amusement games and has increased its utilization in the sports industry. The computer vision program used for matches provides a complete analysis of the matches that have happened, gathers and categorizes the data so that the coach or teams may make better strategic planning decisions, and displays the study results. They can make assessments that individuals ordinarily cannot do because of applications of artificial intelligence. The players' performance on their teams may be evaluated in this manner, allowing coaches to devise optimal game-play techniques for their respective squads. Analysis performed using artificial intelligence is also applied in the sporting arena, namely in motorsports racing. Follow-up on fouls committed is accomplished with artificial intelligence, and a chance to get an advantage over one's rivals in terms of strategy is investigated and pursued. The advent of new digital technologies has brought about a revolution in sports marketing, as in every other industry. It has led to the development of digital sports marketing. In this study, an examination employing artificial intelligence and digital technology was carried out, with the primary emphasis on digital sports management and digital sports marketing studies. There has been an investigation into the potential for many technologies, including artificial intelligence, artificial neural networks, the metaverse, virtual reality, and augmented reality, to be used in competitive sports.

Sports Marketing

Prioritizing diversity in sports provides perspectives in how transformational leadership and organizational culture are viewed. In contrast to most research within the field of sports marketing, DEI is still a prominent issue. The use of racial, cultural differences, and ethnic stereotypes still demonstrate leadership gaps amongst minority coaching vacancies in sports. As individuals deal with organizational challenges, they need to be able to utilize DEI paradigms to facilitate the resolution of improving athletic culture in the coaching ranks. The purpose of the article is to determine innovative ways to incorporate transformational leadership between the organizations that hire ethnic minority coaches. Although DEI continues to challenge opportunities for minorities and disenfranchised groups, there is a systemic challenge in providing useful tools to integrate DEI tools for supporting the efforts of how sports are marketed in today's athletic environment.

Women as Leaders of Organising Running Events Teams

Abstract Running is one of the most popular methods of spending time in active form in the world. The vast majority of managers who organise runs are former or actual runners. It is interesting to note that more men are leaders of teams which organise running events, while women as leaders are very rare. The main purpose of the research was to find the influence of sex of leader on the style of leadership, decision process and atmosphere in team. The author of this article conducted quality research using individual deep interview method. Data were collected from 23 individual deep interviews with managers of big running events organised in Poland, and 14 with the members of their teams. Currently, effective leaders should have competences different than what were prevalent 20–30 years ago. More important is, for example, emotional intelligence, empathy and interpersonal skills. Organisations operating in the amateur sport market have to build networking with many partners from the public and business sector, so leaders should concentrate on cooperating with stakeholders representing different expectations. Competences that women possess over men are required. Unlike other industries, in the running market there are very few women as leaders. Several reasons abound for this, some of which include economic and sociological grounds.

What is Sport Marketing? Consideration of the Specificity

What is Sport Marketing? Consideration of the Specificity

Influence of High-Performance Composite Sports Equipment on Brand International Sports Marketing Strategy

With the continuous development of society, people are paying more attention to sports. In order to make sports brands go to the international market, it is necessary to adopt an international marketing strategy for sports brands. However, due to the late development of most sports brands, the main sports brand market is the mid-to-low-end market. Sports brands have little investment in scientific research and technology and build the market with celebrity endorsements or ultra-low prices. This leads to the lack of an international market for most sports brands, and the sports brands cannot be fully developed. Sports equipment is the core of sports brand marketing, and better quality sports equipment can affect the marketing strategy of sports brands, which improves their international sales capability. High-performance composite sports equipment has many advantages. Compared with traditional sports materials, it has high tensile strength, high wear resistance, and high corrosion resistance. High-performance composite materials were applied to sports equipment and were compared with traditional sports equipment. The quality of the sports equipment, the promotion of the sports brand, the positioning of the sports brand, and the sponsorship of the sports brand were compared between the two sports equipment brands. The test results showed that high-performance composite sports equipment could improve the quality of sports equipment by 25% and had greatly improved sports brand promotion, sports brand positioning, and sports brand sponsorship. Therefore, high-performance composite sports equipment can improve the marketing ability of sports brands in the international market by affecting the quality of sports equipment, promotion of sports brands, positioning of sports brands, and sponsorship of sports brands.

Guest editorial: Sport management, marketing and innovation

Guest editorial: Sport management, marketing and innovation

Building bridges: Connecting sport marketing and critical social science research.

Recently, sport management scholars have called for researchers to critically evaluate the ways in which research questions and resulting contributions truly disrupt what is known, how it is known, why it is important to know, and for whom. Historically, sport marketing research has adapted traditional research approaches from the parent marketing discipline to sport. Yet, sport is a constantly evolving social and cultural phenomenon and a reliance on conventional theories, concepts, and methods can serve to crystalize the discourse in sport marketing in ways that may limit knowledge production. Responding to this call, we believe that sport marketing research has much to gain from engaging with critical social science assumptions, worldviews, and perspectives to examine complex issues in sport. We position this paper as a starting point for advancing the field of sport marketing in meaningful and impactful ways by offering two research propositions, each accompanied by four actional recommendations. We employ a particular focus on the marketing campaigns that activate and promote corporate partnerships in sport to frame our two propositions, which discuss (1) consumer culture theory and (2) the circuit of culture as two important frameworks that begin to build bridges between sport marketing and critical social science.

Are single-item needs' and values' measures a good alternative to multi-item measures for sport marketers?

PurposeThis paper aims to determine if single-item (SI) needs' and values' measures have similar reliability and validity values to multi-item (MI) measures of the same constructs and thus could be substituted by sport marketers to predict internal motivating aspects of sport consumer attitudes and behavior. In addition, the authors wish to determine whether a small subset of needs and values listed in current measures are sufficient to predict sport consumer attitudes and behavior.Design/methodology/approachIn this two-study design, the first study was a national sample (N = 439) comparing reliability and validity of single-item scales to multi-item scales. In the second study the authors collected data from fans and spectators of four different teams (N1 = 583; N2 = 1164; N3 = 213; N4 = 404) to determine the impact of needs and values on sport consumer attitudes and behavior.FindingsThe authors determined that in 89% of the scales, single-item measures of needs and values were just as reliable and valid as their associated multi-item measures. The authors also found that a small subset of the needs and values explain a meaningful amount of variance in sport consumer attitudes and behaviors.Research limitations/implicationsThe authors determined that in 89% of the scales, single-item measures of needs and values were just as reliable and valid as their associated multi-item measures. The authors also found that a small subset of the needs and values explain a meaningful amount of variance in sport consumer attitudes and behaviors.Originality/valueThe authors show that as motives for sport consumption, single-item measures of personal needs and values are equivalent to multi-item measures and not all needs and values used in previous sport research are necessary because they do not predict a meaningful amount of variance in sport consumer attitudes and behaviors. The authors identified a small number of single-item measures that practitioners can easily use in short surveys that will predict a statistically meaningful amount of variance in sport consumer attitudes and behaviors.