Sport Marketing Research Articles

Hype or opportunity? Tokenization as engagement platform in sport marketing

PurposeNovel technologies such as tokenization have the potential to disrupt value co-creation in sport marketing. Tokenization in particular has generated a hype in sport marketing by facilitating engagement behavior. However, it remains unclear to what extent tokenization can serve as an engagement platform to enable new and innovative interactions between sport organizations and its network of actors.Design/methodology/approachThe study investigated a tokenized governance platform of a professional sport club as engagement platform by means of a case study applying a multi-method approach combining document analyses and semi-structured interviews with sport management, sport club fans and blockchain experts.FindingsGovernance tokens indeed foster fan engagement by including fans in decision-making processes. The engagement platform is meant to enable two-way communication between fans and professional sport clubs. However, benefits could be overrated, and fans describe concerns about increasing commercialization due to the application of governance tokens. Thus, opportunities must be balanced out to foster engagement of sport club fans.Originality/valueThe findings contribute to extending the phenomenon of tokenization as a financing model and engagement platform in sport marketing. The results show how tokenized governance platforms can be applied in sport marketing and how they contribute to value co-creation in the digital world of sport clubs.

AN EMPIRICAL STUDY ON THE IMPACT OF PERSONALITY TRAITS ON SOCIAL SPORTS MARKETING

In the study, the impact of personality traits on social marketing of sport was investigated. A total of 401 students who continue their education and training in different departments voluntarily participated in the study. The e-survey method prepared in the internet environment was applied as a data collection technique in the research. Two scales were used in the application. The personality scale developed by(Benet-Martínez & John, 1998). and adapted into Turkish by (Sümer & Sümer, 2005). was used. Secondly, the “Attitude Scale on Social Marketing of Sports” developed by (Ünal, 2009). was used in the study. There is a high level of positive relationship between satisfaction. However, this relationship is not statistically significant (R: ,074 , R2: ,006 , p < 0,05). According to the results of the T- test on the significance of the regression coefficient, it is seen that personality traits do not have a significant effect (T ፦1,486, p < 0.05). Examining the impact of personality characteristics in the social aspect of this type of marketing, which targets large audiences such as sports marketing, especially for companies involved in this sector and, of course, is great for clubs is of great importance. Because, companies should pay attention to this detail in their next strategic moves in this area. Future studies can be applied on businesses. Different dimensions of personality traits can be considered. Social sports marketing can be evaluated in the context of product mix. And this evaluation can be constructed both in terms of consumers (fans). and businesses.

Analysis of research dynamics in sport management using topic modelling

ABSTRACT Purpose: The work aims to extract topics that shape sport management science and investigate their dynamics over the past two decades. Design/methodology/approach: A dataset containing abstracts of 6982 articles published in 2000–2020 is analysed using Latent Dirichlet Allocation. For each topic, we assess the dynamics of its popularity and impact. Next, we investigate the number of topics covered by one paper, and topic distributions for top journals and leading researchers. Findings: Sport management encompasses both business and social topics, with a growing emphasis on the latter. The topics with growing popularity and impact are social context, sport for development and sport diversity. Interest in sport performance and fans loyalty is falling quite sharply. All other topics (sport events, sport marketing and customer behaviour) are of stable interest to the scientific community. Publications’ diversity remains relatively stable since 2009. Originality: We analyse the general flow of scientific publications using a formal method that allows us to reveal the evolution of sports management in last two decades. Research Contribution: Our results prove that researchers consider sport management and its effects on humans, treating this discipline as a business direction.

Sponsoring the UEFA Champions League: exploring the impact on brand equity among fan profiles

ABSTRACT What is the long-term brand impact of sponsoring a global sports competition? This study seeks to answer that question by examining the UEFA Champions League, the prestigious international professional football (soccer) competition of European clubs. The sponsorship effects on sponsorship awareness (recall and recognition), brand image, and purchase behaviour were investigated in a longitudinal study covering more than 17 years and more than 111,000 respondents in five countries. The relationship between fan involvement and significant brand effects were clarified for long-time sponsors Amstel, Heineken, and MasterCard with their competitors by distinguishing between four fan profiles. The results revealed the saturation level of sponsorship impact, the decay memory effect of past sponsorships, fan attitudes on sponsorship, and perceived commercialization of football. Future challenges on brand strategy, partnership models, and attractiveness of the UEFA Champions League are illustrative for sports marketers and sponsor managers in their sponsorship decision-makings in football and other domains.

Impact of Digital media on the Sports Marketing: A Case Study of Govt. Institutes of Punjab Province

Impact of Digital media on the Sports Marketing: A Case Study of Govt. Institutes of Punjab Province

An Analysis of Research Methods in Leading Sport Marketing Journals: A Call for Historical Research

Abstract: General marketing scholars have advocated for historical research since the 1980s, leading to a substantial increase in history-based marketing articles. With general marketing embracing historical research, the present content analysis assesses leading sport marketing journals, their article methodologies, and the presence of any studies that utilize the historical method and/or incorporate historical or archival data for analysis. Comparatively, the present study shows sport marketing scholars primarily analyze the field through pure mono-method (i.e., quantitative or qualitative) approaches, but many researchers also use historical or archival data. With recent calls to improve sport-study through diversifying methodological choices, we suggest the historical method should be an attractive interdisciplinary alternative because it offers a distinct data collection and analytical approach capable of studying important questions. Further, historical research can advance theory, predict future patterns or trends, inform decision-making processes, and identify future research activity. Overall, we see an opportunity for more history-based scholarship in sport marketing journals.

팬 커뮤니티 마커가 팬 커뮤니티 구성원들의 유데모니아적 웰빙에 미치는 영향 : MZ세대와 X세대 간의 비교

The purpose of this study was to examine if four markers of sport fan communities(that are composed of shared consciousness, rituals and traditions, collective intelligence, and reciprocal altruism) have positive effects on eudaimonic well-being of their MZ and X generation members, respectively and if there are differences in such effects between those two generations. In order to achieve this purpose, two multiple regressions were conducted with samples from baseball fan communities(n=212 f or MZ generation, n=167 for X generation). The results of this study are as follows. First, only three(shared consciousness, collective intelligence, and reciprocal altruism) of the four markers had positive effects on eudaimonic well-being of MZ generation. Second, only three(shared consciousness, rituals and traditions, and reciprocal altruism) of the four markers had positive effects on eudaimonic well-being of X generation. Third, the magnitude of such effects between the two generations varied. The findings provide both sport marketers and fan community members with insight into how they build fan communities that foster eudaimonic well-being of both MZ and X generations.

Tracing the state of sport management research: a bibliometric analysis

This article presents a state-of-the-art overview of the sport management research discipline through a bibliometric analysis of publication data from the top five sport management journals in the decade 2011–2020. The analysis includes citation and productivity analysis of journals, institutions, countries, and articles, author citation and output analysis, and title and abstract (co-)word analysis. The data identifies the Sport Management Review as the most prolific journal of the last decade. Institutions and authors from the US are dominating the sport management research, which has increased its attractiveness in other disciplines. Co-word analysis shows recent and frequently discussed topics related to management of sport organizations and events, team and game, sport marketing and sponsorship, and behaviour and identification of the spectator. The article serves the ongoing debate on sport management as an academic field with deep insights into the publication structure and thematic dynamics of the last decade.

The Design of a Sports Marketing Model for Iranian Women’s Professional Sport

The purpose of this study was to design and develop a model for Iranian women's professional sports. This study adopted a qualitative approach with the grounded theory for data analysis. A semi-structured interview was used to collect data. 14 sports managers and sport’s marketing experts in Iran, aged between 28 to 69, were interviewed. MAXQDA pro 12.3 software was used for the three stages of open, axial, and selective coding. 296 open codes and 49 general concepts were identified which were classified into 28 main categories. Finally, the findings were classified into 9 factors as the main categories in the selective coding. The research findings identified “marketing hegemony in Iranian women's professional sports” as a central phenomenon. It is necessary to note relevant causal, context, and intervening conditions when applying the proposed strategies of research, action and reaction between the mentioned factors. Additionally, the socio-cultural conditions of Iran and the existence of beliefs and ideas of the governments and religious leaders' thoughts should be taken into account when applying the proposed model.

The Design of a Sports Marketing Model for Iranian Women's Professional Sport

The Design of a Sports Marketing Model for Iranian Women's Professional Sport

Sponsorship and social justice: brand positioning on diversity and inclusion in sport marketing during the 2020 UEFA European football championship

PurposeContextual changes in communications, social activism and perceptions of commercialization have changed the dynamics in sponsorship. This paper investigated the patterns in sponsorship and social justice within the context of a major sports event.Design/methodology/approachThe European Football Championship serves as an impactful platform for sponsors due to its global reach. The sponsorship activations of the twelve official sponsors were investigated by analysing sponsorship expressions on the LED boarding during every match of the tournament. Furthermore, additional data on sponsorship characteristics and brand positioning was collected for every sponsor to define relevant factors to understand the differences in sponsorship communications.FindingsDuring UEFA EURO 2020, five official sponsors changed their sponsorship activations. Adjustments were made in sponsorship expressions to position the brand on diversity and inclusion. The analyses of over 90,000 press photos and 51 official match videos clarified the dynamics of brand positioning, sponsorship characteristics in perspective of globalization patterns and different sponsorship approaches in different geographical, social and political contexts.Practical implicationsDecision makers in the global sports industry are challenged in their brand management and sponsorship approaches for the social good. This study supports to understand the sponsorship approaches and factors affecting these different strategies.Originality/valueDespite the growing attention to social justice issues in sports, there is a need to understand inclusive marketing strategies in sponsorship relationships. Using data triangulation, the findings enabled to clarify differences in sponsor approaches to social justice and illustrate the complex dynamics of brand positioning on diversity and inclusion in the sponsorship ecosystem.

Specifičnosti primene marketinga u sportu

Marketing in sports is an area that, in addition to promotion as the most transparent set of activities in this area, also includes research, segmentation, positioning, then decisions about the product, price, distribution, employees, etc. The extent to which authors from this field have all the mentioned marketing potentials in their considerations depends primarily on understanding the breadth of the sports industry. This paper takes the position that the sports industry includes athletes and sports events, as well as the material sports industry, that is, manufacturers of equipment, clothing, and footwear, as well as providers of sports services. Another inaccuracy in defining the potential of marketing stems from the fact that the sports industry, expressed in this way, brings certain circumstances that produce peculiarities in the application of marketing in sports. In addition, a rapidly growing market such as sports, which is simultaneously stimulated by the rapid growth of information and communication technologies, i.e. social media, modifies existing marketing tools and processes, but also creates some new ones. The aim of the paper is to define the peculiarities in the application of marketing tools and processes in the sports industry. The scientific contribution is based on the views of different authors from the field of marketing in sports and related fields, as well as on the issue of the choice and application of marketing tools and processes. The analysis of available literature, i.e. secondary data sources, confirmed the basic research hypothesis that the application of marketing tools and processes implies certain specificities in relation to their application in other areas.

One Nation, One Team: The U.S. Women’s National Team’s Equal Pay Victory and Its Broader Impact

This teaching-based case study focuses on and addresses issues and opportunities in women’s sports. The context used for such discussions are the U.S. Women’s National Soccer team’s accomplishments (e.g., mainly the settlement for equal pay). Both the main case and the teaching materials enlighten examinations in three principal areas (i.e., leadership, diversity, and marketing). As future leaders in the sports industry, we believe that Sport Management students should be prompted to discuss issues and opportunities beyond what we have long referred to as (traditional) “sports,” to intentionally focus on and address issues and opportunities in women’s sports. Nonetheless, the benefits of the present case study reside in its ability to invite students to consider topics and current events in sports that are imperative to continue the momentum to move sports (in particular, women sports) forward. This teaching-based case study is intended for third- or fourth-year undergraduate students. Given its broad approach and focus in three different areas (i.e., leadership, diversity, and marketing), the case could be used in several sport courses, such as management or business of sports, sport marketing, sport diversity, sport sociology, or sport leadership. Knowledge is gained via individual and teamwork, class debates, and written assignments.

The Sport Marketing Portfolio Matrix: A Theory-Integrative Exploration of Fans’ “Buy,” “Hold,” and “Sell” Behaviors

The field of sport marketing lacks a comprehensive understanding of how fan behaviors link directly to sport products. This work introduces a model that accurately categorizes sport products, better recognizes fan behaviors, and simultaneously provides strategic guidance to sport managers. The model integrates the foremost theories of fan behavior with the financial theory of portfolio management. This novel perspective posits that sport fans should be viewed as “investors” who buy, hold, and sell athletes and teams. Fans manage their individual portfolios in line with personal goals, values, and social influences. The integration of theories bears significant implications regarding how sport consumers relate to sport products; and, the emergent Sport Marketing Portfolio Matrix (SMPM) provides new behavioral insights which encapsulate fans’ dynamic consumption over time. In practice, the SMPM will aid marketers in efficiently and strategically conveying marketing messages that move fans toward buy and hold behaviors (away from figuratively selling).

At Work and at Play: A Plan to Increase the Number of Women in Golf

The golf industry has realized a recent boom, due primarily to the lasting effects of the COVID-19 pandemic and limited socially safe activities. Despite the growth, male golfers continue to dominate participatory play. Women are also underrepresented as employees in the golf industry. Abiding by the mission of the American Golf Industry Coalition to make golf more diverse, inclusive, and friendlier to women, students are asked to resolve numerous questions and issues. Such items include diversity, equity, and inclusion-based hiring, recruiting, and marketing practices that involve more women and minorities. Many of these strategies center around American Golf Industry Coalition’s initiative to “Make Golf Your Thing.” Professional Golfers’ Association Golf Professional Sarah Stone and Chevy Chase Country Club in Maryland are portrayed as the protagonist to help localize the issues and provide a basis for concrete solutions. This study is suitable for upper-division sport management and sport marketing courses, as well as courses examining diversity, equity, and inclusion in sports.

Socio-Ecological Model in Sports Marketing

Socio-Ecological Model in Sports Marketing

BANCO DO ESPORTE: An analysis of the applicability of a Fintech as an instrument of technological innovation to minimize the socioeconomic impacts resulting from the COVID-19 economic crisis in the Brazilian sports context

At a time of accelerated technological change, innovation has become a necessity for the lives of people, companies, and institutions. The financial market has been following these transformations with the entry of financial technology companies. Fintechs brought the diffusion of the internet and digital media, reduced transaction costs, better prices and fees, and the financial inclusion of the unbanked. In sports, institutions have been reinventing themselves and reviewing their processes to invest in new technologies and ensure competitive advantage and new sources of resources. At the same time, the COVID-19 pandemic changed all humanity, and impacted the sport, forcing the adoption of cost control measures, in search of greater economy and financial viability. Thus, this dissertation aims to discuss how the economic impacts caused by the new coronavirus pandemic on Brazilian sports can facilitate the understanding of the economic challenges in the post-pandemic period and, at the same time, establish a relationship with the main initiatives sports market to highlight the importance of the emergence of new financial businesses, specifically, the creation of a Fintech aimed at the sports market. This study conducted a narrative review with an applied exploratory qualitative analysis format, with a bibliographic and documentary survey with a holistic approach. This analysis allowed a broader understanding of the impacts of the crisis on sport. It can be useful to support reflections and new research on the economic consequences that support the formulation of technological and financial initiatives for the resumption of growth in the post-crisis, avoiding structural retraction in sport Brazilian. The study concluded that the creation of the Sports Bank could contribute to the resilience and development of the sports segment in facing the impacts of the COVID-19 pandemic.

The Business of Sports: Insights into Effective Sports Management and Marketing Strategies

This letter to the editor provides an extensive overview of the current state and future directions of sports management, integrating insights from a wide range of scholarly research. It highlights the dynamic and complex nature of the sports industry, emphasizing the importance of entrepreneurship, high-quality research, and the adoption of shared value perspectives in addressing the challenges faced by sports managers. Through a detailed analysis of various studies, the letter discusses the integration of corporate social responsibility, the impact of digital technology, the significance of education in preparing future leaders, and the interconnectedness of sports with broader economic and societal goals. It calls for a multidisciplinary approach to sports management that combines theoretical knowledge with practical applications, underscoring the role of continuous innovation and ethical management practices. The letter concludes by advocating for closer collaboration between academia and industry to foster a more resilient, inclusive, and innovative sports industry, capable of contributing to the well-being of communities worldwide.

Data Mining in Sports Marketing: The Example of Data Mining and Derby Match on Twitter

Teknolojinin gelişmesi, internetin kullanımının akıllı telefonlar sayesinde yaygınlaşması sosyal medya platformlarında ortaya çıkmasında büyük rol oynamıştır. Sosyal medya günlük yaşamın iletişim açısından değerlendirildiğinde en önemli araçlarından biri haline gelmiştir. Özellikle markalar için kullanıcıların üretmiş oldukları içerikleri anlamak ve pazarlama iletişimi stratejilerini buna göre belirlemek son derece önemlidir. Araştırma kapsamında spor tüketiminin önemli paydaşlarından biri olan taraftarları anlamak adına Galatasaray – Beşiktaş derbi karşılaşması için belirlenen #GSvBJK hastaghiyle atılmış 49258 tweet incelenmiştir. Verilerin toplanmasında R programlama dili ve RStudio isimli yazılım ile academictwitte, isimli kod paketi kullanılmıştır. Hashtag (etiket) ve emoji verilerinde ise ilgili kısımlara yönelik analiz yapılmıştır. Ngram adı verilen birbirleriyle bir arada tekrar eden kelime grupları için 2’li ngram ve 3’lü ngramlara çalışmada yer verilmiştir. Araştırmanın sonuçlarına göre derbide atılan tweetlerin büyük çoğunluğunu kaçak yayın ve yasadışı bahis sitelerinin oluşturduğu sonucuna ulaşılmıştır. Ayrıca araştırma sonuçları kelime bulutu ile görselleştirilerek sunulmuştur.

Categorization Effect on Exercise Goal Progress Perception and Motivation: Moderating Role of Self-efficacy

PURPOSE This research explores the underlying mechanism that determines how people perceive their goal progress and its relation with their motivation and self-efficacy. METHODS Three hundred and sixty Koreans who participated in an online survey were given salient individual exercise goals (11 workouts), and they reported their self-efficacy, goal progress perception, and motivation. We conducted dummy variable multiple regression analysis (2 [absolute progress-low (27%) vs. high (73%)] X 2 [categorization vs. no-categorization]) and multiple moderated mediation analysis based on Process Model 7 and 21 (Hayes, 2017). RESULTS The findings showed significant interaction between categorization and absolute progress on progress perception. In low progress condition, the categorization group perceived more progress than no categorization group and contrary effect in high progress condition. For motivation, in low progress condition, categorization group was more motivated than no categorization group, and inverse effect in high progress condition. Moreover, there was no direct effect, but only low self-efficacy group played the moderating role between perceived progress and motivation in conditional indirect effect. Lastly, the result indicated significant multiple moderated mediation effect. CONCLUSIONS This research theoretically contributes to the domains of categorization and motivation. Sport marketers can utilize categorization as a strategy by breaking down yearly memberships into monthly categories based on consumers perceptions. Future research can include subsequent motivation after a superordinate goal is completed.