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Concise Introduction to Sport Marketing

Zack P. Pedersen

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Sport and Social Media in Business and Society

Taylor M. Hanson

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Integrated Marketing Communication in Football

Martin Barrett

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Social Media in Sport: Evidence-Based Perspectives

Peyton J. Stensland

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Front Office Fantasies: The Rise of Managerial Sports Media

Michael White

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Soccer’s Neoliberal Pitch: The Sport’s Power, Profit, and Discursive Politics

Luke Mashburn

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A Case Study of Marcus Rashford: The People’s Champion, a “National Treasure,” and an Inspirational Personal Brand

John Vincent, John Harris, John S. Hill, and Melvin Lewis

This case study examined the English soccer player Marcus Rashford’s personal brand and illustrates the transformational difference celebrity athletes can make through social activism and advocacy for philanthropic causes through their skillful use of social media. It employed a textual analysis methodology and drew conceptual insights from the revised Model of Athlete Brand Image to chronicle how Rashford’s social activism and philanthropy resonated with his fans, followers, and the public on social media. His authentic social activism and philanthropic advocacy for disadvantaged and vulnerable children gave the nation a “feel-good” story during the COVID-19 crisis and enhanced his personal brand image. This case study recommends that future analyses of celebrity athlete personal brands should consider including three new categories in the marketable life section of the revised Model of Athlete Brand Image: social activism, cobranding partnerships, and awards and honors.

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Increasing Sport Fans’ Receptivity to Sustainability Messaging Through the Enhancement of Brand Authenticity

Chanwook Do, Minjung Kim, Brian P. McCullough, Han Soo Kim, and Hyun-Woo Lee

Brand authenticity is a crucial concept in determining a continuing relationship between a team and its fans. To better understand brand authenticity in the sport industry, this study explored how professional sport teams’ brand authenticity can be enhanced by its antecedents and what is the role of brand authenticity on fan loyalty, ultimately enhancing receptivity to environmental sustainability messaging. A total of 349 fans of the National Football League participated in an online survey. This research employed structural equation modeling to examine the relationships among the eight main constructs in the hypothesized research model. The results indicated that the five predictors positively influenced the team’s brand authenticity. Furthermore, enhanced brand authenticity impacted fan loyalty, while receptivity to environmental sustainability messaging was affected by fan loyalty and environmental sustainability attitude. The findings demonstrate how sport organizations can increase fans’ receptivity to environmental sustainability messaging through fans’ perceived brand authenticity and loyalty.

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Examining Audiences’ Information-Seeking Behavior Surrounding the Super Bowl and Sex Trafficking: Insights From Google Trends Data

Wenche Wang, Stacy-Lynn Sant, and Elizabeth King

Sex trafficking is a prominent human rights issue that has been increasingly associated with the hosting of large-scale sport events. Despite insufficient evidence demonstrating a causal or correlative link, event stakeholders have implemented antitrafficking efforts in attempts to prevent and promote awareness of sex trafficking. Using Google Trends data to measure audiences’ information-seeking behavior online and Twitter data as a proxy for antitrafficking efforts on social media, we employed a difference-in-differences approach to estimate the change in online demand for sex-trafficking information among the residents of Miami-Dade, the host city of Super Bowl LIV (54). Findings highlight an increase in the online demand for sex-trafficking information in the host city during and after the event. This increased demand attributed to the Super Bowl may offer support for host communities utilizing sport events to promote awareness of pressing social issues.

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Erratum. Mediated Sports Money: An Analysis of the Relationship Between Sports Media Consumption and College Students’ Perceived Financial Understanding

International Journal of Sport Communication