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Erratum. Interview With Rui (Blanca) Qi, Content Creator, Internet Celebrity, and Chinese Football Journalist in Europe

International Journal of Sport Communication

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The Geopolitical Economy of Sport: Power, Politics, Money, and the State

Jung Woo Lee

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Research Handbook on Gender and Diversity in Sport Management

Annemarie Farrell

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Sport, Sponsorship and Public Health

Jason W. Lee

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The Thematic Evolution of Sports Journalism’s Narrative of Mental Illness: A Little Less Conversation

Michael J. Mignano

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Interview With Rui (Blanca) Qi, Content Creator, Internet Celebrity, and Chinese Football Journalist in Europe

Zesheng Yang

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Exploring Branding Strategies and Barriers of Female Collegiate Athletic Coaches

Hailey Harris and Natasha Brison

Branding has been conceptualized, contextualized, and operationalized in various ways. However, little research has been conducted exploring coaches and their personal branding. Although researchers have investigated the content that collegiate male coaches post on social media, there is a dearth of research investigating female collegiate coaches and the strategies they utilize when constructing their brand online. Therefore, the purpose of this study was to examine the branding strategies used by female collegiate coaches when constructing and presenting their online brand. The authors collected data via a qualitative methodology, utilizing semistructured interviews with female head and assistant coaches in college athletics. Results indicate that the coaches were strategic in their approach to social media, while also encountering obstacles when deciding how to communicate aspects of their brand. Theoretical implications stem from findings that are consistent with decision-making processes outlined by behavioral decision theory, and practical implications are centered on strategic branding suggestions for coaches.

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The Business of Sports Betting

Sangchul Park

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Champion of the Country: Mediated Sports Game Watching and National Identity Construction for the Chinese Diaspora

Xiaotong Liu

This study explores how watching international sports is related to the identity of overseas Chinese. Starting from the social significance of mediated sports, the article constructs its conceptual framework through the symbolic power of sports, media events, imagined community, networked publics, and characteristics of the diasporic community. Based on this, the study carried out 10 interviews on the Chinese diaspora in the United Kingdom, summarized the mechanisms and ways of linking mediated sports with national unity, and revealed the factors that will probably cause change to this connection. The results show that the symbolic power of sports and the consciousness as Asian are ties of diaspora identity construction and form patriotism in sporting contexts. Meanwhile, the degree of integration into local society and their community preference are influencing the status of collective identity enhancement brought by mediated sports.

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Does He Make a Difference? Analyzing the Role of Men Athletes in the Framing of Elite Women CrossFit Athletes in Sportswear Retailers’ Marketing Materials

Alexandra Gibson and Andrea N. Geurin

This study examined the role of men athletes in framing women athletes in marketing images, and CrossFit was used as the sport-specific context. The purpose was to understand how consumers perceive women athletes, whether the presence of men athletes influences these perceptions, and if consumers perceive women athletes to be represented more accurately when pictured alone or with male counterparts. Using a mixed-methods approach involving both quantitative and qualitative analysis, questionnaires (n = 389) and interviews (n = 19) were utilized to gather participants’ perceptions on videos featuring all women CrossFit athletes and/or those with men and women CrossFit athletes. Results showed that consumers’ perceptions began to shift when looking at their athletic competence, although a focus on appearance remained. While the results of the questionnaires revealed no clear correlation between the presence of men athletes and the perception of women athletes, the interviews suggested a relationship, highlighting the complex role that male athletes play. Overall, the study indicates that consumers perceive women athletes to be framed more accurately when pictured alone and offers valuable insights into how men athletes affect consumers’ perceptions of women athletes.