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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.

In the context of sport events, several stakeholders’ reputations could be impacted by critical incidents, including event organizers, athletes, teams, countries represented by athletes, and sponsors. The purposes of this study were to develop an understanding of (a) how an event organizer, media, and the public framed a critical incident in a rhetorical arena and (b) how frames were connected with the reputations of event stakeholders immediately following a critical incident. A three-phase approach was employed that involved collecting and analyzing data from X/Twitter about a bus crash at the 2013 Tour de France. The critical incident was framed in nine different ways, many of which were emergent. Findings demonstrated that critical incidents at a sport event are interpreted and framed in multiple ways and can have an impact on the reputations of the event and other event stakeholders.

The image repair theory, alluded to by the situational crisis communication theory, assumes two conditions that require a public oral rhetorical defense. The conditions are that (a) an act is reprehensible and (b) the person or organization is responsible for the act. However, those theories have been largely tested in the Western world, where individualism has primacy over the community. In this work, we argue that rhetorical defenses during image crisis and repair cannot escape the cultural dictates of its social environment. We advance situations in Africa and the United States that demonstrate the differences in the concept of collectivism and individualism and their impact on image and crisis situations. In the African example, we use Blessing Okagbare’s drug-testing case to demonstrate involvement of her community or collective, and in the Western cultural example we use Sha’Carri Richardson’s drug-test case to compare. The key point, overall, is to demonstrate that image-repair incidences in Africa and the West are not encountered similarly, and thus, a universal process of the image repair theory and situational crisis communication theory is not recommended. Instead, we recommend modification of both theories to account for the cultural differences.

Social media platforms offer a direct channel for broadcasting live content to followers, emphasizing the immediacy of interaction. Social live-streaming services present a unique opportunity for niche sport organizations to engage with their communities in real time, providing new opportunities for interaction and engagement. This paper employs a case study of the 2022 CrossFit (CF) Games to understand how social live-streaming services influence consumer engagement in niche sports. Using an online survey and content analysis, the study finds that viewing the CF Games inspires participation and that viewers with a stronger connection to CF are less likely to engage in chat functions. These insights highlight the potential for niche sports to leverage social live-streaming services for enhanced engagement, offering a viable alternative to traditional broadcasting. Although the focus is on CF, the findings may provide valuable lessons for other niche sports facing similar challenges in visibility and audience engagement.

During the 2022 season, a documentary crew followed the teams and players in the Korean Baseball Organization, resulting in a 10-episode series Full Count that debuted the following year. The series was broadcast initially in South Korea; however, a later international release through a streaming platform allowed for increased worldwide exposure for the league, teams, players, and, perhaps somewhat uniquely, the culture and traditions in the home country. Therefore, even though the focus was baseball, this program provided a unique opportunity for the world to learn about the people and values of South Korea. Using constant comparative methodology, the following themes emerged: (a) emphasizing team over individual, (b) respecting elders, (c) overcoming adversity, and (d) playing with honor.