International Journal of Sports Marketing and Sponsorship: Volume 24 Issue 2

Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study

Manuel Alonso Dos Santos, Manuel J. Sánchez-Franco, Eduardo Torres-Moraga, Ferran Calabuig Moreno

This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.

Brand communication and the mass vaccination center: stadium, team and community perspectives

Jackson Sears, Beth A. Cianfrone, Timothy Kellison

The usage of sport stadia for public service is increasingly common and may come in different forms. In the COVID-19 pandemic, this included sport entities hosting mass COVID-19…

Sport sponsorship as a booster for customer engagement: the role of activation, authenticity and attitude

Jan Schönberner, Herbert Woratschek

In marketing research, it is widely acknowledged that customer engagement leads to higher reputation, lower costs and increased revenues for firms. However, there are still open…

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

Jon Dart

The 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”…

Returning for skill or popularity? The demand for esports match replay

Wenche Wang

Among scholarly analyses of sport demand, few have considered the demand for match replays despite replays' indispensable role in sport broadcasts. Different from live matches…

Is mobile gaming a new pillar of esports? Exploring players' in-game purchases in PC and mobile platforms by using flow and clutch

Ssu-Yun Chou, Wooyoung (William) Jang, Shang Chun Ma, Ching-Hung Chang, Kevin K. Byon

The tremendous market growth of mobile platforms for esports underscores the need to understand players' psychological states and consumption behavior. Based on flow theory, this…

Understanding the relationship between acceptance of multifunctional health and fitness features of wrist-worn wearables and actual usage

Jeongbeom Hahm, Heedong Choi, Hirotaka Matsuoka, Jiyoung Kim, Kevin K. Byon

The purpose of this study was to identify existing users' acceptance of the multidimensional health and fitness features of wrist-worn wearable devices (WWDs) required for each…

Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers

Sangchul Park, Hyun-Woo Lee

Fitness service companies often promote the companies' personal training service by attributing trainers' competent characteristics, qualifications or/and service provision to…

Measuring spectators' perception toward peripheral stadium quality services after COVID-19: impact on their emotions and attendance intentions

Jaskirat Singh Rai, Behzad Foroughi, Maher N. Itani, Amanpreet Singh

The perception of sport consumers on peripheral stadium-quality services (PSQS) has evolved after compulsory precautionary measures were imposed on gatherings to alleviate the…

Fans' perceptions of pro-environmental sustainability initiatives in sport and triple bottom line benefits

Ricardo Roseira Cayolla, Marco Escadas, Rui Biscaia, Timothy Kellison, Joana A. Quintela, Teresa Santos

The purpose of this research is to examine fans' perceptions of pro-environmental sustainability initiatives promoted by a professional sport club and the ensuing effects on a…