Marlene A. Dixon, B. Christine Green, Arden Anderson, and Peter Evans
Adolescent sport participants, particularly girls, continue to drop out of sport at alarmingly high rates, which presents an opportunity for new sport programs to enter the marketplace to better cater to those participants. Starting new sport programs, however, presents significant challenges, including acquiring and mobilizing resources in innovative ways. Using theory in sport development and the resource-based view, the authors examined six emergent sport programs for girls within the United States and United Kingdom to identify the resources obtained and mobilized to create new and distinctive sport opportunities in a crowded marketplace. Following a case study approach, data from site visits and interviews with 137 individuals were analyzed using within- and across-case analysis. The findings reveal the resources needed to grow the programs, the ways in which those resources are attained, and strategies to mobilize resource bundles to maximize sport opportunities by differentiating programs from traditional, mainstream sport opportunities. The findings also highlight the distinctive opportunities and challenges for sport organizers in both top-down and bottom-up sport development systems. This study informs theory in sport development and provides insight for creatively designing and delivering sport opportunities that expand overall sport participation for adolescent girls.
Dan Cason, Minkyo Lee, Jaedeock Lee, In-Sung Yeo, and Edward J. Arner
This study examined how the legalization of sports wagering, in association with several factors (i.e., gender, motivations, and fandom), has impacted gambling behavior, interests in sport, and sport-related consumption (e.g., media, ticket sales) using a sample of active gamblers above the age of 21 (N = 58). The findings showed that economic motivation significantly predicted gambling behavior, interests in sports, and sport-related consumption, while fandom did not. People who are motivated by money are more likely to wager on sport and consume sport. However, being a sport fan or not does not impact those variables. Based on the results of the current study, it could be suggested that, since sports wagering was recently legalized, sport organizations should move quickly to attract new and potential market segments (e.g., gamblers).
Zack P. Pedersen
Gashaw Abeza, Norm O’Reilly, and Jessica R. Braunstein-Minkove
Relational perspectives have influenced marketing theory and practice over the past 40 years, with a volume of relationship marketing (RM) research accumulating over this time. In sport management specifically, a number of RM research articles have been published since the late 1990s. Although an influx has been seen, a review of said literature informs us that RM is a diverse field with no single best explanation, no clear domain and scope, and no universally accepted definition and that, most particularly, the literature is a melting pot of various concepts. This circumstance creates frustration and confusion among new researchers. Additionally, as strategic communication strategies rely on clear and consistent messaging, it is pivotal to holistically address the issue. Therefore, adopting an integrative literature review approach, this commentary revisits the RM scholarship to present, brings attention to the complex nature of the RM literature, and identifies a point of departure for researchers attempting to find a fitting “home” for their research.
Elaine Chiao Ling Yang, Michelle Hayes, Jinyan Chen, Caroline Riot, and Catheryn Khoo-Lattimore
Contemporary sport culture is characterized as highly masculinized, where female athletes are continually marginalized in traditional media. Despite evidence suggesting that media representation of athletes has a meaningful impact on social outcomes and participation rates of women and girls, little is known about gendered representations of athletes on social media and in the context of mega-sporting events. This paper examines the gendered representations of athletes on Twitter during the 2018 Commonwealth Games using framing theory. A total of 133,338 tweets were analyzed using sentiment and word-frequency analyses. Results indicate gender differences concerning athlete representation on Twitter, albeit marginal. In particular, the findings reveal that seemingly neutral words (e.g., “dedicated,” “talented,” and “hard working”) could carry gendered connotations. Recommendations are provided to guide stakeholders to advance a more inclusive sport culture through the strategic use of social media during mega-sporting events.
Henk Erik Meier, Jörg Hagenah, and Malte Jetzke
As Hutchins and Rowe have emphasized, digital plenitude will fundamentally affect sports broadcasting. In particular, niche sports will be confronted with a more difficult media environment in which the chances of being telecast may increase, while the chances of finding an audience are likely to decrease. Therefore, niche sports face the need to further submit to a media logic. The current research is a case study involving an analysis of the 2018 European Championships from a mediatization perspective. While the findings show how aggregation helped to revitalize audience interest, the case study reveals that the future of niche-sport broadcasting is uncertain, because the audience habits that the European Championships exploited are fading.