Activism has the potential to both positively and negatively impact an athlete's brand meaning (e.g., the perceptions held by others about the athlete). The present research extends prior work into how this occurs by adopting, for the first time, a multi-actor perspective. The data comes from the Instagram posts of 608 German athletes who participated in one of three mega sporting events (Tokyo 2021 Olympics, Beijing 2022 Olympics, and the 2022 FIFA World Cup in Qatar). Using an qualitative research design, we uncovered ten actor groups that contribute to the co-creation of branding meaning for activist athletes, and four different "levels" of co-creation performances: Autonomous activism, collaborative activism, sports-network activism, and beyond-network activism. We also found that brand meaning co-creation can be influenced by the number of actors involved, independent to the activism issue. Theoretically, the research contributes a novel framework for understanding the co-creation of an athlete's brand meaning when engaging in activism and offers strategic insights for brand managers on the need to balance activism with other brand building efforts.

PurposeThis study aims to investigate how digital platform features influence fan engagement behaviour (FEB; i.e. augmenting, co-developing, influencing and mobilising) in sport clubs by facilitating access to bridging and bonding social capital.Design/methodology/approachUsing a 2 (bridging social capital: low vs high) x 2 (bonding social capital: low vs high) factorial between-subjects experimental design, this scenario-based online experiment manipulated platform features of a fictitious sport club engagement platform. 226 sport fans were randomly assigned to experimental conditions. MANCOVA analysis assessed the effects, controlling for team identification, engagement disposition, behavioural loyalty and trust in technology.FindingsResults indicated differential influences of social capital types: Platform features enabling bridging social capital positively influenced augmenting, co-developing and influencing FEB, while bonding social capital influenced mobilising FEB. Interaction analyses revealed a negative interaction for mobilising FEB. Engagement disposition significantly predicted multiple FEB dimensions.Originality/valueThis study is the first to experimentally test how digital platform features influence FEB by facilitating distinct forms of social capital in a sport management context. It extends existing research by differentiating FEB into distinct dimensions (augmenting, co-developing, influencing and mobilising), demonstrating the selective activation of each by platform features. Practically, the findings offer actionable insights for sport managers on designing digital platforms to foster specific FEB.

This research examines gaps in the co-creation of value literature to address the need for (i) quantitative research in different visitor settings, (ii) deeper knowledge of the impact of different destination actors on visitor perceptions, and (iii) increased use of mixed methods (including in-situ) to enhance the effectiveness of place branding across destination risk contexts. The study examines how co-creation of place value occurs, the role of tourism actors and the moderating effect of the country risk level. In-situ data were collected over a period of time of six years from active tourists in 12 different countries (n=3,643). A typology of country destinations is established to build a structural equation model using data from 12-countries. Findings indicate that all actors significantly contribute to the place value perceived by tourists (i.e., co-creation), where the country risk level is found to limit the impact of some tourism actors on tourists' perceived place value while enhancing other actors' impact and loyalty.

PurposeThis study aims to investigate the extent to which customer engagement in online brand communities (OBCs) influences brand perception, focusing on its social, ecological and economic dimension. This study centers on adidas' brand TERREX and is guided by the three P's of people, planet and profit.Design/methodology/approachA covariance-based structural equation model was used measuring engagement through five different touchpoints of interaction occurring in the adiClub, the OBC of adidas. The model assesses how these touchpoints affect the sustainable perception of the brand.FindingsThe results indicate that customer engagement in the adiClub has a positive impact on sustainable brand perception of TERREX. Notably, customers who perceive the brand as environmentally focused are significantly more inclined to invest personal resources in understanding the brand's offerings. This deeper engagement enhances their perception of TERREX as superior to competitor brands in terms of product quality and functionality.Originality/valueThis study contributes to research and practice in the context of corporate social responsibility (CSR) and brand management as researchers and managers can obtain new insights into how to engage with customers in OBCs to shape a cohesive sustainable brand perception.

Athlete activism is increasingly visible and polarising. However, little is known in sport management research about the strategies, which opponents use to neutralise athlete activists. Discursive delegitimisation refers to the public discourse, which seeks to undermine activist legitimacy and challenge the meaning of activist actions. Prior to 2022 FIFA World Cup in Qatar, 16 members of the Australian football team released a video via social media criticising Qatar's human rights record with migrant workers and the LGBTQIA+ community. A content analysis was conducted of 5,844 social media comments on this video to examine the delegitimisation strategies employed by critics of this athlete activism. Findings illustrate nine forms of online discursive delegitimisation strategies. Those consistent with previous research were: 1) Stigmatising the athletes; 2) Authorisation; 3) Emphasising negative consequences; 4) Attributing new meaning to the activism; 5) Moral Evaluation; 6) Rationalisation; and 7) Mythopoesis. Two new strategies were identified: 8) Implying the athletes are disingenuous; and 9) arguing the activism is a distraction. This research demonstrates that online communities use social media to not only discuss and react to athlete activism, but to actively counteract and neutralise it. This study contributes to athlete activism research by conceptualising an integrative framework of discursive delegitimisation strategies in elite sport. As public perceptions closely align with sports marketing and branding efforts, this research has managerial implications to help athletes to avoid and overcome negative public perceptions and encourage their activism. Athletes and managers may be able to adjust their activist efforts to reduce delegitimisation.

This study investigates how varying levels of personal sacrifice influence public perceptions of athlete activists among German sports fans. Drawing on Costly Signaling Theory, this study makes use of a single-factor, three-level between-subjects experimental design. Participants (N= 481) were randomly assigned to view a fictional AI-generated athlete engaging in activism under one of three sacrifice conditions: no sacrifice or Sacrifice A or Sacrifice B. Results showed that personal sacrifice significantly increased perceptions of the athlete's authenticity, role model status, attitudes toward the athlete, support for method of activism, and perceptions of sponsor brands. Both preexisting attitudes toward athlete activism and alignment with the social issue were strong predictors of consumer perceptions. These findings suggest that public support may hinge more on ideological alignment than activist behavior. The study provides valuable insights for athletes, brands, and sports organizations seeking to navigate the complexities of activism in sport.

The adoption of Smart Stadium Technologies (SST) has become essential to meet increasing demands for real-time data, interactive experiences, and personalized content among sports fans. This study aims to understand drivers and barriers influencing the intention to use SST by integrating the Technology Acceptance Model and Innovation Resistance Theory, alongside fan identification concepts. We conducted a survey of 504 sports event attendees and analyzed the data using structural equation modeling. Our findings indicate that usefulness, ease of use, and hedonic value significantly enhance the intention to use SST, while distraction and social risks serve as resistance factors. Security concerns did not show an impact. Fan identification moderates these effects, with higher identification weakening the positive impact of hedonic value and amplifying the impact of social risks. This research contributes to the understanding of technologies in sports and offers practical recommendations for fan engagement through SST, tailored to different fan types.

This study ventures into uncharted territory by focusing exclusively on digital platforms to scrutinize engagement practices within sport clubs and their pivotal role in nurturing vibrant brand communities. By employing a multifaceted methodological framework that blends netnography, document analysis, and semi-structured interviews, it delves into the nuanced ways clubs employ digital strategies to foster active participation and cultivate a sense of belonging among community members. A novel aspect of this research is its consideration of digital engagement platforms as the social context, analyzing how the surrounding social environment influences and enhances digital engagement practices. Furthermore, the study breaks new ground by extending its analysis beyond dyadic relationships to explore the network effects on engagement practices. Therefore, it offers a comprehensive understanding of how these dynamics contribute to the development and sustainability of sport brand communities. The findings reveal the critical importance of diverse engagement practices in fostering meaningful interactions that strengthen a sport brand community fabric. This research enriches the field by presenting actionable insights for sport clubs to refine their digital engagement strategies in the context of broader social networks and effects. This paper makes a significant contribution to the literature by illuminating the complex interplay between digital engagement, social context, and network dynamics in the cultivation of sport brand communities.

This chapter aims to provide evidence of bidding outcomes of major sporting events to enable potential host countries to understand the benefits for national sports development. We build upon existing literature of leveraging benefits that can be achieved by bidding for, but not necessarily hosting, an event (i.e., bid legacies). We analysed in a case study approach Turkey’s UEFA EURO 2024 bid. Our analysis was guided by the definition of national football development by focusing on elite sport success, grassroots sport and youth promotion, infrastructure development and organizational capacity. Our results reveal that Turkey’s candidacy is solely concerned with the positive results that can be revealed as a result of hosting the event. The most significant conclusion regarding the candidacy is that the vast majority of sports development projects were initiated to be eligible to host the event but were subsequently abandoned after the nomination was rejected.

PurposeThis study investigates the role of athlete brands for the international marketing of professional sports leagues by examining how athlete brands contribute to initiatives of football leagues.Design/methodology/approachThrough a single case study of the German Bundesliga underpinned by 17 semi-structured interviews with league, club and media executives, we identify specific brand co-creation opportunities of athlete brands and the sports league brand.FindingsOur findings reveal that athlete brands play a significant role in enhancing league visibility, engaging global audiences and unlocking new markets. Moreover, we identify specific opportunities for co-creating league brand meaning through strategic partnerships and athlete endorsements.Originality/valueThis research contributes to the literature by highlighting the importance of athlete brands in sports league marketing and offering insights for practitioners on innovative marketing strategies. Using a multi-actor perspective, this study provides valuable insights by revealing how sports leagues can pursue innovative marketing strategies by considering the role of athlete brands, thereby offering new ways for fans and sponsors to engage with the sports league.

Adhering to the multi-actor-dominant logic of sport brands, this study examines the influence of eSports extensions on the dynamic branding processes within the ecosystems of sport club brands (SCB). The findings build on a qualitative multi-case study (N = 11 SCB in the German Bundesliga implementing different types of eSports extensions), using 20 semi-structured interviews and netnographic analysis of more than 70.000 social media comments. SCB preserve but also translate brand identity in the context of eSports. The fine line between both strategies is reflected in internal negotiation processes. eSports extensions receive little attention from extant actors. However, 'relevant' eSports extensions initiate discursive processes among extant and novel actors and the development of diverging brand meanings. This research contributes to literature on eSports and brand extensions by enhancing the understanding of the effects of eSports extensions on SCB. In addition, this study offers implications for sport managers, developing and implementing eSports extensions.

Research QuestionCurrent research increasingly takes a multi-actor-dominant logic and situates sport brands within ecosystems. However, the multi-actor-dominant logic has not been captured in a holistic concept yet. We aim to advance current thinking of sport brands and therefore conceptualise the integrative sport brand ecosystem (ISBE), emerging around a single sport brand.Research MethodsWe adopt a qualitative single case study approach to the German football club brand FC St. Pauli. Semi-structured interviews with multiple actors (N = 26) and secondary data (N = 35) inform our conceptualisation of the ISBE. Following an abductive approach, the ISBE evolved simultaneously through theoretical and empirical work.Results and FindingsThe ISBE comprises all actors interested in a sport brand. Actors engage on institutional and emergent brand engagement platforms to co-create the sport brand. As the focal actor within the ISBE, the brand conductor develops and communicates a first brand identity and facilitates brand meaning co-creation processes. Brand identity needs to be constantly adapted and reinforced by the brand conductor.ImplicationsThis article provides a holistic perspective on brand co-creation among multiple actors and the role of the brand conductor. We examine the organisational brand management perspective, the network of actors actively co-creating sport brands, and the underlying structures of brand co-creation within the context of sport brands and the multi-actor-dominant logic. This opens new directions for research on sport brands, but also encourages sport practitioners to rethink their brand management.

Purpose The aim of this paper is to gain insights from a case study into how gamified loyalty programs enable and facilitate value co-creation and what underlying purpose organizations pursue when engaging with members in such a program. Design/methodology/approach A multimethod approach is deployed consisting of an observational and an explorative study. The authors collaborate with adidas, one of the leading (sports) retailers in the world. A five-month netnographic study is conducted on the adiClub, the online loyalty program of adidas. Based on the findings of this first study, semi-structured in-depth interviews were conducted in a second study with adidas managers from diverse backgrounds currently involved in projects and day-to-day work related to the adiClub. The exclusive interview data provide further insights and help interpret and validate the netnographic observations. Findings Most value co-creation studies on engagement platforms in marketing relate to social media, physical events or online forums. Based on the multimethod approach of this study, existing research is extended on how online loyalty programs enable and facilitate value co-creation. Furthermore, the authors identify the organizational purpose behind engaging in value co-creation practices along the social, economic and ecological dimensions. Practical implications This case study offers implications for organizations on how online loyalty programs enable and facilitate value co-creation through gamification. In addition, it connects the value co-creation practices with the respective purpose that organizations pursue with related activities. Hence, it further enhances the knowledge and repertoire of managers for setting up and running gamified online loyalty programs. Originality/value Increased gamification driven by the advances of digital transformation enables and facilitates value co-creation, which initiates unprecedented digital sales potential for service organizations. Research about the digital transformation of value co-creation remains scarce. The authors seek to address this research gap by focusing on value co-creating activities within online loyalty programs.

Die UEFA EURO ist eines der größten wiederkehrenden Sportevents weltweit: Die EURO 2020 erreichte etwa 5,2 Milliarden Menschen auf der ganzen Welt, generierte insgesamt 7,5 Milliarden Interaktionen in den sozialen Medien (UEFA, 2021c) und realisierte Umsätze in Höhe von 1,9 Milliarden Euro für die UEFA (UEFA, 2021b). Die kommerzielle Verwertung der UEFA-Wettbewerbe wird im Rahmen der UEFA Fünf-Jahres- Strategie als zentrale strategische Säule formuliert, um langfristig den ökonomischen Wohlstand für den europäischen Fußball zu gewährleisten. Um dieses Ziel zu erreichen, betont die UEFA insbesondere die Wichtigkeit der Entwicklung von starken Marken für die UEFA-Wettbewerbe (UEFA Champions League, UEFA Europa League, UEFA Nations League und UEFA EURO) (UEFA, 2019a, 2019b & 2019c).

Digital engagement platforms empower human brands by enabling them to directly interact with various actors. Human brands, especially athlete brands, are about to outperform traditional brands on digital platforms. Drawing on literature from human branding, integrative branding, and performativity theory, this study identifies actors and analyzes their performances based on a case study of a professional athlete brand. We apply a multi-method approach using netnography and interviews to gain a deeper understanding of brand meaning cocreation. We contribute to existing literature by introducing the concept of integrative branding to the management of human brands. Additionally, we reveal three novel performance categories for the co-creation of human brands on digital engagement platforms. Our findings extend the literature by delivering in-depth insights into the brand meaning co-creation of athlete brands as a specific type of human brands. This study marks a starting point for further research on human brands.

Research question The number of studies dealing with digital innovation in sport marketing has increased rapidly in recent years. These studies address the global phenomenon of digital transformation and its impact on the field of sport marketing. However, most studies have not considered digital transformation in its full complexity nor analyzed its facets through the lens of value co-creation. Therefore, this article reconciles the fragmented research on digital transformation in sport marketing with the current understanding of value co-creation to develop an agenda for sport marketing research.Research methods We conduct a systematic scoping review of the literature on digital transformation of value co-creation in sport marketing. The scoping review combines a database search and a manual search, in which we identified 270 relevant articles.Results and findings Most studies on digital transformation in sport marketing relate to research about social media. Based on the scoping review, we reorder the literature from the perspective of value co-creation and identify relevant research gaps. Based on these research gaps, we develop an agenda for future research in sport marketing, including methodological approaches.Implications This article provides scholars with a basis for innovative future research in the digital era of value co-creation in sport marketing and enhances the repertoire of sport managers for facing the challenges of digital transformation in the sport business.

Research questionThe purpose of this scoping review is to explore the extant literature devoted to elite athlete activism, advocacy, and protest. Three research questions guided the study: (1) How has sports activism, advocacy and protest been covered in the literature? (2) What themes and topics are covered in the elite sport activism/advocacy/protest literature? (3) What are the research gaps in the athlete activism/advocacy/protest literature that could be organised in a future research agenda?Research methodsWe conducted a scoping review of 151 studies, primarily sourced from four databases.Results and FindingsAttempts by elite athletes to bring about social and political change are increasingly visible and relevant in sport management. There has also been a commensurate proliferation of academic studies on this topic within research. However, there is no systematic review and integration of this scholarship to structure this topic. Results show that most research is American and focuses on a small number of highly publicised events. Results also highlight the interdisciplinary nature of the topic. More problematically, the terms activism, advocacy and protest are used inconsistently.ImplicationsThis study helps researchers, practitioners, and policy makers to better understand the range of issues associated with elite athlete activism, advocacy, and protest.

Purpose Novel 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/approach The 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. Findings Governance 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/value The 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.

This study analyses the challenges and implications of technological development in mountain-bike sports for Alpine tourism destinations. We investigate the motivations of e-mountain bikers in tourism destinations and derive implications for tourism managers to handle dynamic technological developments in a sustainable manner. A mixed-method design including qualitative in-depth interviews with relevant actors and a quantitative survey with 175 e-mountain bikers was applied. The e-bike boom offers potential and challenges for sustainable tourism management in Alpine destinations. Tourism managers must develop diverse, participatory, and nature-friendly concepts as well as collaborations with nearby destinations and recreational areas to control the flow of tourists within ecologically sensitive areas.