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Andrew C. Billings, Melvin Lewis, Kenon A. Brown and Qingru Xu

A national sample of 393 NFL (National Football League [professional]) fans were surveyed about their use of ancillary devices when consuming NFL media products. Results indicate that male, younger, and highly educated participants were more likely to use second-screen options. Such second-screen activities were just as likely to be used for distraction (multitasking other content not related to the NFL) as for enhancement (bolstering NFL consumption with other NFL-related content). Moreover, the more participants used second screens for multitasking and distracting purposes, the more they felt that second-screening helped build, interact, and maintain vast social networks; advanced social interactions among their social groups for a shared purpose; and made them feel psychologically present among other people. Fantasy-sport participation was also found to be a relevant predictor of second-screen use.

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Lisa A. Kihl and Vicki Schull

The meaning and nature of athlete representation in sport governance is broad and goes beyond formalistic delegate models and voting rights accounts. This article explores the meaning and nature of representation in the context of intercollegiate sport governance. Interviews were conducted with intercollegiate athlete representatives and athlete representative administrative advisors to gain an understanding of how and why athlete representatives carried out their roles. Findings revealed that the meaning and motivations of athlete representation were based on the institutionalized deliberative democratic governance system. Representation meant standing and acting for the power of the athlete voice and having the capacity to generate the athlete voice into legislation and decision making. The performative role of representatives involved self-accountability, where they accepted responsibility to engage in a deliberative process of collective decision making. Implications for practice and future research on athlete representation in a deliberative democratic sport governance system are presented.

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Erik L. Lachance and Milena M. Parent

Sport event volunteers have predominantly been examined in able-bodied events using quantitative methods. Studies examining the volunteer experience have focused on its relationship with different constructs, resulting in a siloed body of literature in which a holistic understanding of the volunteer experience remains poor. The purpose of this study was to explore the relationships between key constructs (satisfaction, motivation, commitment, and sense of community) and the first author’s (E.L. Lachance) volunteer experience in a para-sport event. The analysis of the narrative using a volunteer experience conceptual framework composed of the key volunteer constructs identified two themes: (a) the power of sense of community and (b) the volunteer role as a source of dissatisfaction. Contributions include the volunteer experience conceptual framework and the relationships between the four constructs and the volunteer experience. Event managers should implement strategies to create a strong sense of community to enhance their volunteers’ experience.

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John Vincent, Jason W. Lee, Kevin Hull and John Hill

This case study of the University of Alabama’s Where Legends Are Made illustrates how a 30-s television advertisement with a catchy tagline was transformed into a strategic branding campaign that communicated the essence of the university in a compelling story. Employing a qualitative methodology, the case study drew on personality archetypes to develop an institutional brand communication management conceptual framework that illustrated the guiding principles and creative contexts used to break through the communication clutter. It did so by emphasizing the University of Alabama’s leadership, competitive spirit, and transformative innovation by making its fabled athletic tradition an extension of its everyday excellence in academic disciplines. It also demonstrated how empirically tested archetype personas can be effectively employed in persuasive storylines to emotionally resonate with key stakeholders and prospective consumers alike, with each interpreting it in a way that is compatible with their own values, lifestyles, and culture.

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Brian P. McCullough, Madeleine Orr and Timothy Kellison

The relationship between sport and the natural environment is bidirectional and critical to the production of sport products, events, and experiences. Researchers have studied sport and the natural environment within the various subdisciplines of sport management. However, given the changing climate and mounting public concern for the environment, there is pressure to reconsider the relevance and significance of the natural environment, which is taken for granted in managerial contexts. Reflecting the importance of the natural environment, the robustness of the current literature, and the potential for the future, we propose a new subdiscipline of sport management called sport ecology. Thus, we proposed, in this paper, a definition for sport ecology, (re)introduced key concepts related to this subdiscipline (e.g., sustainability, green), and highlighted the leading research that serves as the foundation for sport ecology. We concluded with a discussion on the ways sport ecology can inform—and be informed by—other subdisciplines of sport management.

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Ben Larkin, Brendan Dwyer and Chad Goebert

Fantasy sport has seen substantial growth over the last several decades, provoking research on how participation impacts the perceptions of teams and players. Following research in the field of economics, which has found that contexts promoting the assignment of economic value to humans result in dehumanization, the authors explored the dehumanization of professional athletes among fantasy football participants. Specifically, given that fantasy football requires participants to view players in terms of value in drafts, trades, and waiver claims, this should theoretically force participants to view them as commodities more so than humans. Across three implicit association test experiments and a qualitative study, the authors found fantasy football participants to be more apt to associate humanness with athletes on their fantasy roster(s) than non-fantasy-eligible athletes. Furthermore, qualitative insights indicate that participation in fantasy can serve to humanize players in a way that traditional sport consumption does not. Theoretical and practical implications are discussed.

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Laura Misener, Landy Di Lu and Robert Carlisi

The strategic formation of partnerships for leveraging sport events to achieve social impact is becoming a critical component of large-scale sport events. The authors know less about the process dimensions related to the formation and collaborative dynamics of a sport event–leveraging partnership. To address this gap, the authors focus on examining the formation and collaborative dynamics alongside the challenges of the cross-sector partnership, the Ontario Parasport Legacy Group (OPLG), which emerged as an important leveraging strategy for the Toronto 2015 Pan/Parapan American Games. The authors found that the formation of the OPLG was shaped through broader environmental elements—including resource conditions, window of collaborative opportunity, and cultural influence—and essential drivers of strategic leadership and consequential incentives. Furthermore, the authors’ analysis shows that the development of the OPLG and its effectiveness in partnership delivery were determined through key domains of collaborative dynamics (i.e., engagement, motivation, and joint capacity).

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Kevin Filo, David Fechner and Yuhei Inoue

Fundraising for a charity sport event (CSE) is a critical and challenging aspect of the event experience. CSE participants (i.e., CSE fundraisers) must engage with their network of friends, family, and colleagues (i.e., CSE donors) to solicit donations. A better understanding of CSE donor motives can translate to more effective fundraising among participants, which could be applicable to other peer-to-peer and sport-based fundraising initiatives. The researchers explored the factors driving CSE donors to contribute on behalf of CSE participants. Eight mechanisms driving charitable giving provided the theoretical framework. Semistructured interviews (N = 24) were conducted with individuals who had donated to a CSE participant within the previous 12 months. Four themes emerged: feel good factor, perceived efficacy of donations, inspired by youth, and affinity for the participant. With these themes in mind, CSE managers may implement school outreach programs and testimonials from donors to achieve positive fundraising outcomes.

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James Du, Heather Kennedy, Jeffrey D. James and Daniel C. Funk

To combat the declining number of finishers plaguing the distance-running industry, it is increasingly important for organizers to optimize event satisfaction levels. Participants’ survey responses from two distance-running events (n 1 = 2,324 and n 2 = 2,526) were analyzed to challenge the traditional managerial scope and theoretical lens through which event satisfaction is conventionally examined. Results revealed five event benefits that capture key motivational antecedents of event satisfaction. Collectively, these benefits, including euphoric, fitness, competition, social, and entertainment benefits, influenced event satisfaction levels (R 2 = 43%) and repeat consumption intentions (R 2 = 23%). For event organizers to foster event satisfaction, it is central to encourage event preparation and participation that promotes the enjoyment of physical activity, fitness and appearance enhancement, socialization, competition, and excitement among registrants. Academics should also extend their scope of event satisfaction to fully capture the entirety of event experience lifecycles (e.g., from registration through event participation).