Purpose This study examines when sponsorship- and sales-oriented social media content undermines fan engagement and when audiences continue to interact despite salient commercial intent. Specifically, it investigates how the engagement effects of embedded commercial cues depend on the dominant brand association narratives framing football clubs' Instagram posts. Design/methodology/approach The analysis draws on 4,176 Instagram posts published by all clubs competing in the Polish Ekstraklasa. Posts were content-coded according to dominant brand association narratives and analyzed using fixed-effects panel regression models. Fan engagement was operationalized through likes and comments, capturing low- and high-effort interaction behaviors. Findings Results show that sponsorship-related and sales-oriented content is associated with lower fan engagement. However, these negative patterns vary systematically across narrative contexts. When commercial cues are embedded in narratives emphasizing team success, match-related information, fan community, or stadium experiences, the decline in likes is significantly attenuated and, in some cases, fully offset. In contrast, narratives centered on youth academies amplify disengagement. Moderating effects are substantially weaker for comments, indicating that narrative context primarily buffers low-effort engagement. Research limitations/implications The study advances persuasion-based explanations of social media engagement by demonstrating that responses to commercial content are conditioned by narrative-level brand associations rather than driven solely by the recognition of persuasive intent. It extends the Persuasion Knowledge Model by identifying narrative context as a key boundary condition shaping engagement outcomes in sport social media communication. Originality/value The study advances persuasion-based explanations of social media engagement by showing that audience responses to commercial content depend on narrative-level brand associations rather than solely on the recognition of persuasive intent. By identifying narrative context as a key boundary condition, the findings extend the Persuasion Knowledge Model and demonstrate how meaning-rich communication frames shape engagement outcomes in sport social media environments.
Purpose This study aims to address a gap in the longitudinal literature by examining the professionalization and working conditions of women within the Mexican fitness industry from 2020 to 2024. Furthermore, it identifies practice trends specifically reported by female professionals in the sector, contrasting these findings with industry growth and traditional gender stereotypes.Design/methodology/approach This study is based on a descriptive longitudinal design (trend study) over a five-year period, with a cumulative sample of 1,559 women, including specialists, instructors and coordinators in the sector. Since data collection was carried out through independent annual sampling, implying variability in the participants of each iteration, the American College of Sports Medicine (ACSM) Global Fitness Trends Survey was used as the instrument, adapted cross-culturally for the Mexican context. The resulting information was processed using descriptive statistics and mean calculations to monitor the temporal evolution of occupational roles, working conditions, and the prevalence of fitness trends.Findings The longitudinal analysis reveals a trajectory of sustained professional diversification, with women increasingly penetrating traditionally male-dominated domains such as functional fitness and personal training. A significant trend of educational over-qualification emerged, indicating that women are attaining higher levels of formal degrees than their male counterparts to secure comparable occupational roles. However, this increased human capital has not yet dismantled persistent structural barriers; the sector remains characterized by occupational segmentation and limited vertical mobility. Gendered logics - centered on body image and "care-based" service provision - continue to restrict women's access to decision-making positions and business ownership, suggesting that professionalization alone is insufficient to overcome the "glass ceiling" in the Mexican fitness market.Research limitations/implications The study is limited by its reliance on self-reported survey data, which may introduce response bias, and by its focus on women currently active in the fitness sector, excluding those who left or never entered the field. Despite these limitations, the findings provide valuable insights into trends in women's professional participation, educational background and occupational roles in Mexico's fitness industry. Results highlight the need for policies and programs that support gender equity, professional development and the creation of inclusive spaces for women in fitness and wellness sectors.Practical implications The findings offer guidance for fitness industry stakeholders to enhance women's participation and professional development. Employers and program coordinators can implement training and mentorship initiatives to support career advancement. Policies promoting equitable pay, leadership opportunities, and inclusive workplace environments can help reduce persistent gender gaps. Additionally, insights on prevalent fitness trends allow organizations to design programs that align with market demand while fostering professional growth among women, contributing to a more diverse, skilled and sustainable workforce in Mexico's wellness and fitness sector.Social implications The study highlights the evolving role of women in Mexico's fitness sector and its broader societal impact. Increased female participation and professionalization contribute to challenging gender stereotypes and promoting equality in traditionally male-dominated environments. By fostering inclusive workplaces and leadership opportunities, the findings support social empowerment and community engagement. Encouraging women's active involvement in wellness and fitness not only benefits individual health and career development but also strengthens social cohesion, diversity and equity within the broader Mexican society.Originality/value This work provides rare empirical evidence on the "professionalization" of the female fitness workforce in an emerging market. It moves beyond cross-sectional snapshots to offer a temporal view of how gendered labor dynamics evolve at the intersection of employment and physical culture.
Purpose For emerging mega-events, building a strong brand and positive reputation is critical for long-term success. Building on stakeholder theory and contemporary branding perspectives, this study analyses the lived experiences of 1,791 volunteers at the 2018 Youth Olympic Games in Buenos Aires to examine how volunteer management practices function as brand touchpoints through which organisational reputation is co-created. Design/methodology/approach Adopting a reflexive thematic analysis of 2,074 advice units extracted from open-ended survey responses, we identified seven interrelated brand touchpoints across the volunteer journey. Findings Indicators reveal high satisfaction (96.2%) and strong re-volunteering intention (98.6%), qualitative findings show that this positive evaluation coexists with constructive recommendations focused on (1) recruitment and training, (2) overall event planning and organisation, (3) organisation and distribution of activities, (4) implementation and execution, (5) working conditions, (6) recognition and incentives and (7) perceived event impact. These touchpoints represent critical moments in which organisational practices shaped volunteers' experiential evaluations and contributed to the co-creation of event brand meaning and reputational capital. Originality/value This study reconceptualises volunteer feedback as a strategic resource for brand co-creation. By framing volunteer management as structured brand touchpoints, it provides a theoretically grounded and practical framework for strengthening reputation and social legacy in emerging mega-events, particularly in Latin America.
Purpose This study seeks to explore the strategic use of social media by soccer teams in Ecuador with the explicit aim of securing and sustaining sponsorship relationships. Design/methodology/approach Guided by relationship marketing theory, which highlights the importance of trust, commitment, and engagement in building long-term relationships (Morgan and Hunt, 1994), this qualitative study employed in-depth, semi-structured interviews with Marketing Directors from professional soccer clubs in the top league in Ecuador. Findings The study found that Ecuadorian soccer clubs increasingly use social media, especially WhatsApp, TikTok and Instagram, to engage fans, attract sponsors and measure return on investment. Four key themes emerged: uneven digital ecosystem development, data-driven sponsorship valuation, authentic content alignment with brand values, and proactive trust and crisis management in sponsor relations. Research limitations/implications This study also contains several limitations. The analysis was based on qualitative interviews with a limited number of participants, and detailed quantitative and longitudinal data were not available. As an exploratory study, its findings are context-specific and should not be generalized across all Latin American markets. Practical implications The findings aim to provide best practices for leveraging social media to attract and retain sponsors. These insights will inform best practices for other clubs and leagues within Ecuador and the broader Latin American region. Originality/value This study reveals how Ecuador's deep soccer culture and social context shape digital strategies, with clubs using Instagram, TikTok and WhatsApp to attract and retain sponsors.
PurposeSponsorships as service engagement platforms are a complex and difficult undertaking, as negative incidents might endanger the sponsorship value. The aim of this study is to investigate to what extent leveraging sponsorships with corporate social responsibility (CSR) activities can reduce the risk of brand damage for sponsors.Design/methodology/approachAn experimental study was conducted in a 2 & times; 2 between-subjects design (CSR vs. no CSR-leveraging x positive vs. negative doping test). Attitude toward the sponsor and resistance to negative information toward the sponsor served as dependent variables.FindingsCSR-leveraging (vs. no CSR-leveraging) has a significant positive effect on the sponsor's brand attitude. The effect is mediated by increased sponsorship-fit. A positive doping test for the sponsored athlete(s), however, cancels the perception of increased sponsorship-fit from the CSR-leverage. Leveraging sponsorships with CSR in sport is beneficial despite possible sport scandals involving the sponsored athlete(s).Originality/valueThis study provides empirical evidence for the influence of other actors on sponsorship value and how sponsors can proactively mitigate risks in sport sponsorship through leveraging sponsorships with CSR in sports.
PurposeThis study examines whether league context is associated with systematic differences in how fans explain and evaluate outcomes in event-time Finals discourse, comparing NBA and WNBA conversations on X. Specifically, we assess whether the leagues differ in the locus of attribution emphasized (internal vs. external) and in the composition of evaluative sentiment, distinguishing supportive versus non-supportive positivity and hostile versus non-hostile negativity.Design/methodology/approachWe collected public X posts from the 2025 NBA and WNBA Finals using a standardized game-centered observation window and restricted analyses to original posts. Posts were annotated for (a) attribution locus and (b) sentiment. Labels were generated at scale using a supervised, fine-tuned multi-task large language model, with GPT-4.1 mini as the base model. League differences in category prevalences were summarized as percentage-point contrasts with bootstrap confidence intervals.FindingsNBA Finals discourse emphasized internal attributions more frequently (49 vs. 42%), whereas WNBA Finals discourse emphasized external attributions more frequently (48 vs. 41%), indicating a league-linked shift in accountability orientation. Sentiment patterns also diverged: NBA discourse was more negative overall (50 vs. 41%), driven by both hostile and non-hostile negative expressions, while WNBA discourse was more positive overall (59 vs. 50%), with the positivity difference concentrated in supportive, affiliative expressions (29 vs. 19%) rather than non-supportive positivity.Originality/valueThe study advances a comparative account of league-differentiated fandom environments by treating league context as an interpretive framework for online discourse. It refines sport social media sentiment measurement beyond valence and links attribution and sentiment as interlocking components of fan discourse.
PurposeThe purpose of the study was twofold: (1) to examine the impact of the congruity of sports brand collaborations on consumers' explicit and implicit attitudes in conjunction with their need for uniqueness (NFU) and (2) to examine the relative effects of explicit and implicit attitudes on purchase intention.Design/methodology/approachThe study employed a 3 (congruity: low vs. moderate vs. high) & times; 3 (brand: Nike vs. Asics vs. Converse) mixed factorial experimental design. Participants watched the manipulated stimulus, then completed a single target implicit association test (ST-IAT) and a questionnaire measuring explicit attitude, purchase intention, and NFU.FindingsThe results revealed no significant differences in explicit and implicit attitudes across congruity levels. However, the "high-NFU" group showed a more positive explicit attitude when collaboration is highly congruent. The implicit attitude was positively related to the explicit attitude, while the explicit attitude was positively related to purchase intention.Originality/valueThis study integrated schema congruity theory and the associative-propositional evaluation model to elucidate the differential impact of incongruity on consumers' dual attitudes, establishing theoretical originality by demonstrating the sequential linkage between implicit and explicit processing.
Purpose Resident support for Olympic events has faced considerable challenges in recent years. The Olympic esports games (OEG) may be viewed as the International Olympic Committee's (IOC) strategic response to these challenges, aiming to engage younger audiences and adapt to the digitalization of sport. Drawing on Social Exchange Theory and Legitimacy Theory, this study investigates support for the OEG in Innsbruck (Austria) - a former winter Olympic games (WOG) host city - addressing how demographics, trust in institutions and attitudes toward WOG relate to support of this event format.Design/methodology/approach An on-site survey (n = 645) was conducted in Innsbruck between November and December 2024. To analyze resident support for hosting the OEG, regression models with binary outcomes were estimated. Independent variables included sociodemographic characteristics, interest in esports, whether esports should be Olympic, tourism-income, trust in government/IOC and support for WOG. Marginal effects were calculated to facilitate the interpretation of key independent variables.Findings Interest in esports was the most consistent predictor of support for hosting the OEG. Age and tourism-related income were also associated with higher levels of support, while women expressed slightly lower support than men.Originality/value The findings suggest that the OEG might support the IOC in engaging younger, esports-affine audiences and exploring new, more flexible event formats. Support is shaped by demographics and perceptions of esports legitimacy, highlighting the importance of inclusive communication and culturally sensitive designs. As empirical research on Olympic esports remains limited, further studies are needed to deepen the understanding of this emerging field.
PurposeThis study examines emotional expression and engagement on social media during a collegiate football rivalry game. We ask (1) how discrete emotions change across the event when discourse is separated by team stance and (2) how discrete emotions relate to different engagement modes on X.Design/methodology/approachUsing the X Search API, we collected posts from the 2023 UF vs. Florida State University football game (FSU 24, UF 15) with balanced team search terms (n = 21,913). We inferred stance using cue-based rules that capture explicit support and opponent-directed attacks (Pro-UF, Pro-FSU, Neutral/Unclear). Emotions were measured with a RoBERTa-based classifier trained on the GoEmotions dataset. We aggregated probabilities into 30-min bins by stance and linked dominant emotions to engagement mode.FindingsEmotion trends differed by stance, showing that overall discourse reflects a mix of affiliation groups. Each stance group exhibited distinct emotion trajectories across the game window, with distinct profiles in both magnitude and timing as game events unfolded. Emotions within the same valence diverged, and engagement patterns were mode-specific. Admiration and excitement drew likes and retweets; curiosity, confusion and disapproval drew replies; and disappointment appeared broadly across replies, quotes, and views.Originality/valueThe study advances sport social media research by integrating stance detection with multi-emotion classification and by linking these measures to mode-specific engagement outcomes. This approach demonstrates that binary measures and stance-blind analyses can mask meaningful complexity in fan behavior, while offering clearer guidance for sport social media research.
PurposeThe purpose of this study is to extend the self-presentation theory by examining how different types of athlete-generated social media content, categorized as frontstage, backstage and hidden stage, affect fan engagement on social media platforms. Specifically, the study aims to identify how variations in content presentation and self-disclosure influence audience reactions such as likes, comments and shares.Design/methodology/approachWith the data collection in Instagram, this study utilized a qualitative approach to investigate the effects of frontstage, backstage and hidden-stage on the fan engagement rate of the WTA players and LPGA Tour players with their fans/followers. We selected the top 10 women's golfers and 10 tennis players. Content analysis was used to analyze and categorize 1,142 Instagram photos of the players from November 2024 to December 2024.FindingsQuantitative regression analyses showed that backstage content (Girl Next Door and Social Butterfly) yielded significantly higher engagement than frontstage posts, while Brand Ambassador posts were the least engaging. Interestingly, no significant differences in engagement effects were found between LPGA and WTA, though descriptive differences in posting preferences emerged.Originality/valueThis study offers a novel contribution by extending the self-presentation theory to the context of athlete social media communication, introducing the concept of a "hidden stage" as a new dimension beyond the traditional frontstage and backstage framework. By systematically comparing engagement patterns across these three stages, the research provides a deeper understanding of how athletes strategically manage their online personas to connect with fans. The study's findings advance theoretical perspectives on digital self-presentation while offering practical insights for athletes, sport marketers and communication professionals seeking to optimize fan engagement through authentic and strategically crafted social media content.
Purpose This study aims to advance understanding of contemporary football spectatorship by identifying and analysing distinct audience segments attending live matches at elite stadiums. It addresses the limitations of unidimensional segmentation of fans by introducing a multidimensional framework to capture the diversity of matchday attendees in globalized football. Design/methodology/approach The study employs a cluster-based segmentation approach grounded in key theories of football spectatorship. Guided by these frameworks, sociodemographic and contextual variables – gender, age, origin and membership status – served as primary segmentation drivers. Data were collected through a structured survey administered to 657 matchday attendees at FC Barcelona's stadium during two La Liga fixtures. The TwoStep clustering algorithm identified distinct fan segments. Inter-cluster differences in affiliation, experience and attendance were then assessed using analysis of variance (ANOVA) and Chi-square tests. Findings Seven distinct clusters were identified, each representing specific patterns of stadium attendance, fan affiliation and fan experience evaluation. The results reveal a coexistence of emotionally committed local fans and experience-oriented international spectators, with significant differences in satisfaction, loyalty and matchday motivations. Notably, two exclusively female clusters emerged alongside a distinct group (Mild Members) with a hybrid profile – combining formal affiliation with sporadic attendance. Originality/value This study advances segmentation research in three ways: it focuses on in-stadium audiences of a global club rather than media-based fan bases; it uses sociodemographic and contextual variables as primary segmentation drivers; and it identifies emerging clusters – such as exclusively female groups and “Mild Members” – with implications for experience design and revenue optimization.
PurposeThe purpose of this study is to examine the differential impacts of community- vs sponsorship-oriented athlete Instagram posts on consumer responses, controlling for athlete identification. Specifically, it explores how message type influences inspiration, attributions and consumer engagement while accounting for identification with athletes. Given the increasing role of social media in athlete branding, this research provides insights into how different types of athlete-generated content shape audience perceptions and interactions.Design/methodology/approachThis study employs an experimental design, presenting participants with AI-generated and authentic Instagram posts featuring a professional basketball player, categorized into contrasting themes. Data were collected from 205 participants via an online survey, measuring key variables including athlete identification, inspiration, attributions and consumer engagement behaviors. The analysis utilized exploratory factor analysis and multivariate analysis of covariance to assess the relationships among these constructs.FindingsThe results indicate that compared with sponsorship content, community-oriented posts generally foster stronger positive consumer responses, including higher inspiration and more favorable perceptions of the athlete's involvement in social causes. Inspiration emerged for both message types but tended to remain moderate and did not consistently translate into more effortful engagement. Overall, participants reported greater intentions to like and share posts than to comment on them, with community-oriented posts typically producing higher engagement intentions on these low-effort behaviors. Athlete identification was strongly associated with inspiration and engagement intentions, yet audiences still perceived elements of self-interest in both community-oriented and sponsorship messages, suggesting that fan loyalty does not fully override critical evaluation of promotional content.Originality/valueThis study examines inspiration, attributions and consumer engagement concurrently, providing empirical evidence on the effectiveness of athlete-generated social media content in fostering engagement. While highlighting their interconnected influence on consumer behavior, the findings underscore the importance of authenticity in branding, revealing that cause-driven messaging resonates more deeply but does not necessarily drive behavioral change or reshape long-term brand perceptions. Additionally, the study challenges assumptions that strong fan identification shields athletes from scrutiny, demonstrating that even highly identified fans critically evaluate promotional intent. These insights contribute to sport management literature and offer practical implications for athletes and marketers seeking to optimize digital communication strategies for meaningful audience engagement and sustained brand loyalty.
PurposeThis study investigates how functional and symbolic utilities at both product and brand levels influence perceived quality, price sensitivity, and purchase intention in sports footwear consumption among lower-middle-income Generation Z consumers in Brazil and Portugal, considering cultural and socioeconomic contexts.Design/methodology/approachA quantitative cross-national survey was conducted with 259 Generation Z consumers from Brazil and Portugal. Validated scales were used to measure functional and symbolic utilities, perceived quality, price sensitivity, and purchase intention. Data were analysed using multi-group Partial Least Squares Structural Equation Modelling (PLS-SEM), complemented by psychographic cluster analysis.FindingsValue formation differs across contexts. In Brazil, functional utilities at both product and brand levels had a significant influence on perceived quality, suggesting a pragmatic consumption orientation. In Portugal, symbolic product utility played a more prominent role in shaping perceived quality. Price sensitivity was not directly associated with functional utility in either country, but it was positively associated with the symbolic utility of the brand in Brazil. Both perceived quality and price sensitivity were positively associated with purchase intention in both markets. Psychographic analysis identified six distinct consumer profiles in each country, with Brazilian consumers displaying stronger emotional brand engagement, while Portuguese consumers showed more utilitarian and sceptical orientations.Practical implicationsIn Brazil, branding should emphasise functional performance and value for money. In Portugal, symbolic positioning and lifestyle alignment are more effective when supported by functional credibility.Originality/valueThis study contributes to sports marketing and consumer behaviour by demonstrating that value formation among Generation Z is segmented and context-dependent, rather than universal.
PurposeThis study examines how different forms of Olympic attachments (sport, national team, and athlete) interact to shape overall Olympic attachment, with particular attention to differences between Summer and Winter Olympic fans in the United States. While sport consumption motivation is included as an antecedent, the study primarily investigates how multi-level attachments operate within a mega-event context.Design/methodology/approachSurvey data were collected from 1,007 US-based Olympic fans recruited via Prolific (565 Summer fans; 442 Winter fans). Using partial least squares structural equation modeling (PLS-SEM), the study tested a higher-order model in which motivation predicts multiple forms of attachment. Mediation effects were assessed through sport, athlete, and Team USA attachments, while Olympic type (Summer vs. Winter) was examined as a moderator.FindingsMotivation significantly predicted attachment to the Olympics and Team USA, but not to specific sports or athletes. Team USA attachment mediated the relationship between motivation and Olympic attachment. Among attachment pathways, Team USA attachment strengthened Olympic attachment, whereas sport attachment unexpectedly weakened it, and athlete attachment was non-significant overall. Moderation tests revealed distinct seasonal patterns: Summer fans showed stronger pathways from motivation to Olympic and Team USA attachment, whereas Winter fans relied more on sport, athlete, and Team USA attachments to build Olympic connection.Originality/valueBy comparing Summer and Winter Olympic fandom, this study introduces a multi-level attachment framework in a mega-event context. It extends identity-based theories of sport consumption and provides practical insights for stakeholders seeking to strengthen Winter Olympic attachment through targeted marketing and sponsorship strategies.
PurposeThis study investigates the determinants of virtual cycling adoption by voluntary sports clubs, considering how determinants differ across and discriminate between adopter categories.Design/methodology/approachUsing an integrated innovation model that bridges innovation diffusion theory and organisational innovativeness research, we surveyed Flemish (Belgium) sport clubs (n = 70). Clubs were clustered into adopter categories based on a composite innovativeness index (attitude, evaluation and adoption-intention). MANOVA and discriminant analysis assessed differences in determinants and their predictive power.FindingsNot resources but human capabilities, such as perceptions about innovation attributes and managerial capacity, emerged as the strongest predictors of clubs' innovativeness, followed by human-related capacity (e.g., sufficient skilled volunteers). Compared to non-human-related and environmental capacity, these determinants significantly differ and discriminate between innovative, intermediate and lagging clubs.Research limitations/implicationsFindings support integrated models, highlighting the need to study both innovation-specific and organisation-specific determinants. Results suggest that adoption can be people-driven rather than resource-driven, which should receive greater attention in future sport marketing and management research.Practical implicationsInsights inform advice on knowledge management for federations and targeted marketing strategies for virtual cycling providers by identifying which perceptions and organisational factors to emphasise in their approach.Originality/valueThis study introduces club-level adoption insights of virtual cycling using an integrated approach that simultaneously considers organisation-specific and innovation-specific determinants. It also extends sport management literature by applying adopter categorisation to voluntary clubs using a composite index to measure clubs' innovativeness.
PurposeThis study examines how symbolic leadership and sponsorship congruence jointly influence fan behavior in a high-identity associative sport context. Specifically, it analyzes how presidential authenticity and perceived sponsor-club fit shape pride of belonging, team identification, attitudes toward the sponsor, and purchase intention in FC Barcelona.Design/methodology/approachData were collected from 902 FC Barcelona members who voted in the 2021 presidential election. Using partial least squares structural equation modeling (PLS-SEM), the study tests a mediated symbolic model grounded in Social Identity Theory, the Meaning Transfer Model, and the Congruence Hypothesis. Multigroup analyses were conducted to explore heterogeneity by voting behavior and gender.FindingsPresidential authenticity positively influences meaning transfer and brand pride, while sponsor-club congruence enhances both pride and attitudes toward the sponsor. Brand pride strengthens team identification and sponsor attitudes, which in turn significantly predict purchase intention toward the sponsor. Pride operates primarily as an indirect mechanism rather than a direct behavioral driver. Multigroup results indicate that some symbolic effects vary according to voting behavior.Research limitations/implicationsThe study contributes to social identity theory, the congruence hypothesis and symbolic transfer theory by integrating emotional and symbolic variables into a unified framework for sports sponsorship management.Practical implicationsPractically, the results offer actionable insights for sports clubs and sponsoring brands on managing symbolic capital, establishing legitimacy, and achieving cultural alignment in strategic decisions.Originality/valueThe study integrates leadership symbolism and sponsorship congruence into a unified symbolic model, demonstrating how internal and external symbolic cues jointly shape fan responses in associative sport organizations.
PurposeThe article looks at how sponsors of the Milan-Cortina 2026 Winter Olympic and Paralympic Games communicate their sponsorship approaches. The analysis is focused on the manner in which sponsors inscribe sustainability, innovation and community interaction into their stories and considers the extent to which these narratives instantiate the new logics of image transfer, institutional legitimacy, capability signalling and commercial platforming.Design/methodology/approachThe research is a latent content analysis that is underpinned by a corpus of official press releases and corporate reports issued by Milan-Cortina 2026's business partners, supplemented by semi-structured interviews with sponsorship managers. A coding structure was used to capture thematic categories based on previous sponsorship theory. The analysis was taken in an interpretive direction to examine how sponsorship logics were framed, with particular focus on the representation of sustainability, innovation, inclusivity and Paralympic participation.FindingsThe findings indicate that sponsorship strategy in Milan-Cortina 2026 has diverse strategies. Image transfer remains central but is always supplemented with legitimacy building through environmental and social responsibility, and capability shown through innovation and technology showcases and commercial activation on consumer and business-to-business routes. Press releases of the Paralympic Games indicate the ways in which diversity and inclusion narratives are leveraged to advance legitimacy and brand differentiation positioning. However, authenticity threats in sustainability communication exist alongside over-alignment with institutional narratives. The research demands integrated strategies able to balance reputational, business and social objectives.Originality/valueThe article contributes to sponsorship research, offering one of the first integrated analyses of partner communications during the 2026 Winter Games. The research takes theoretical discussions one step further to connect sponsorship logics with real corporate communications behaviour, demonstrating how hybridity characterises contemporary Olympic sponsorship. For professionals, the study points out three significant implications: sponsorship must be addressed as a multi-dimensional platform; the narrative of sustainability and inclusion must be authentic in lessening reputational risk and the Paralympics present an under-recognised but compelling ground for identity formation and long-term differentiation of brands.
PurposeIn this case-based research, we empirically examine whether integrating entertainment, pop culture content into creative advertising on social media can effectively influence various sport consumers' brand awareness and brand attitudes toward the Burnley F.C. team brand.Design/methodology/approachSport consumers' brand awareness and attitude after exposure to different types of videos are compared with pre-exposure using t-test. Adopting a 3 & times; 5 between-subjects experimental design, we then perform a two-way MANOVA to assess the effects of the sport consumer group and video condition on brand awareness and attitude.FindingsBoth sportainment and traditional player announcement videos can enhance consumers' brand awareness and attitudes. Traditional videos yield slightly higher brand awareness overall, while sportainment videos are better at improving sport consumers' attitudes toward a team brand. These effects are also contingent upon specific categorizations of sport consumers.Originality/valueOur research sheds light on how sport teams can leverage sportainment initiatives in designing and implementing innovative marketing practices to construct and polish an idiosyncratic team brand, fulfilling specific financial conditions, needs and long-term sustainability.
PurposeThis study investigates the impact of banner ads for golf products by examining how product classification, consumer involvement level and contextual congruity interact to influence consumer attitude and purchase intention. Grounded in the elaboration likelihood model (ELM) and the theory of planned behavior (TPB), the research aims to understand how these psychological variables affect core golfers' attitude and intention toward golf products.Design/methodology/approachA 2 & times; 2 & times; 2 factorial experimental design was employed with core golfers, defined as individuals playing at least eight rounds per year. The experiment tested the effects of three variables: product value (utilitarian vs. hedonic), involvement level (high vs. low) and contextual congruity (high vs. low). Participants were exposed to banner ads embedded within either congruent or incongruent website content, and their attitude and purchase intention were measured.FindingsResults showed banner ads are most effective when they promote high-involvement, utilitarian products in highly congruent website contexts. A significant three-way interaction effect on attitude was identified, and attitude strongly predicted purchase intention. The study confirmed that central route processing leads to more favorable advertising outcomes when congruity, involvement and product type align.Originality/valueThis research extends the literature on digital sport advertising by identifying interaction effects among cognitive and contextual variables. It also refines the application of ELM in banner ads, informing marketers targeting core golfers.
PurposeThis study examines the relationships among team interest, attendance intention, and perceived constraints across varying levels of fandom using the consumer pathway for sport fandom (CPSF) as a guiding framework.Design/methodology/approachData were collected from 927 respondents across three US cities with major professional National Basketball Association (NBA) and National Hockey League (NHL) teams using an online survey. Validated single-item measures were employed to assess team interest, attendance intentions, and various external, organizational, and internal constraints.FindingsResults supported the CPSF, affirming that fan loyalty progresses through distinct cognitive and affective stages, which led to increasing attendance intention. Regression analyses revealed that constraints differentially influenced attendance intentions across interest levels: early-stage fans were constrained mainly by lack of knowledge, time and team communication, whereas highly loyal fans were more affected by lack of interest from others.Originality/valueThe findings highlight the importance of segmenting fans by their levels of interest and recognizing the distinct constraints that influence attendance intention across different fan segments, including internal, organizational and external factors. This study offers valuable insights for sport teams and practitioners to develop more targeted strategies that enhance fan engagement and attendance.
