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Jens De Rycke, Veerle De Bosscher, Hiroaki Funahashi and Popi Sotiriadou

Many Nations are increasingly investing public money in elite sport on the belief that this will trigger a range of benefits for the population. However, there is lack of insight into how the population perceives elite sport’s impact on society. This study developed and tested a measurement scale assessing the publics’ beliefs of the positive and negative societal impacts that could potentially flow from elite sport. A sample of the Belgian population (N = 1,102) was surveyed. A 32-item scale was built using principal component and confirmatory factor analysis procedures for which the goodness-of-fit indices were excellent. Multivariate analysis revealed that the Belgian population perceived elite sport to have mostly positive societal impacts. The study findings can serve researchers wanting to measure the perceived potential positive and negative societal impacts of elite sport.

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Landy Di Lu and Kathryn L. Heinze

Multilevel examinations of sport policy institutionalization are scarce in sport management scholarship. As sport policies diffuse across geographic boundaries, there is often variation in the timing of adoption. In this study, the authors used event history analysis to examine the effect of institutional factors, within and between states, on the speed of youth sport concussion legislation adoption. Our quantitative analyses show that a series of intrastate factors—state norms, disruptive events, and local advocacy—had a significant influence on the timing of state policy adoption, but interstate social networks did not. Supporting qualitative data provide additional insight about the relationship between disruptive events and local advocacy in the adoption of concussion legislation. This study contributes to a better understanding of institutional factors in the diffusion of sport policy across geographic boundaries and offers an approach for future research examining variation in sport policy or practice adoption.

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Michelle Hayes, Kevin Filo, Caroline Riot and Andrea Geurin

Numerous studies have focused on athletes’ use of social media by examining the content posted on social media sites, revealing an opportunity to gather firsthand experiences from athletes. Using uses-and-gratifications theory as a theoretical framework to inform an open-ended questionnaire, the authors examined athlete attitudes toward their social media use during a major sport event, as well as the gratifications they received and the challenges they experienced from this use. The study assessed a sample of 57 athletes and their social media use across 20 international major sport events. Findings revealed that social media enabled athletes to communicate with family and friends. Having a connection to home through social media can make athletes feel relaxed in a high-pressure environment. The results reveal uses and gratifications not previously found in research on athlete social media, while also underscoring opportunities for sport organizations to enhance social-media-education programs they provide to athletes.

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Mark Dottori, Guy Faulkner, Ryan Rhodes, Norm O’Reilly, Leigh Vanderloo and Gashaw Abeza

This study explored the frame-setting and frame-sending process of media who reported on the 2015 ParticipACTION Report Card on Physical Activity for Children and Youth. Through the use of a case-study method employing a sequential explanatory mixed-methods approach (content analysis followed by semistructured interviews), the findings revealed a high level of frame-sending characteristics by the media, and the framing of stories was found to be influencing the message being sent, making it different from the original messaging sent by public relations practitioners charged with dispersing information. Theoretical and practical contributions are discussed along with suggestions for future studies.

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Thilo Kunkel, Rui Biscaia, Akiko Arai and Kwame Agyemang

This research explored the role of athlete on- and off-field brand image on consumer commitment toward the athlete and associated team, preference by the athlete’s sponsor, and the mediating effect of consumers’ self-brand connection on these relationships. Data were collected from fans of soccer players through a cross-sectional survey promoted on social media platforms. A partial least squares structural equation model examined the direct effects of both athlete brand dimensions on athlete commitment, team commitment, and athlete sponsor preference, and the indirect effects mediated via self-brand connection. The results indicate that an athlete’s on-field image is significantly related to athlete sponsor preference, while the off-field image influences athlete commitment and team commitment. Self-brand connection is influenced by athlete off-field image and mediates the relationship between off-field image and athlete commitment. This study contributes to a better understanding of how to manage athlete brands and linkages between fans, athletes, and associated entities.

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Matthew Katz, Bob Heere and E. Nicole Melton

The purpose of this study is to utilize egocentric network analysis to predict repurchase behaviors for college football season-ticket holders. Using a research approach grounded in network theory, we included the relational and behavioral characteristics of sport fans in a binomial regression model to predict renewal decisions among college football season-ticket holders. More specifically, we developed a model that incorporates the egocentric network variables, past behavior, and behavioral intentions to empirically test which consumer characteristics predict future behavior. Building on previous research emphasizing the role of socializing agents and social connections in sport fan consumption, through the use of egocentric network analysis, we examined the effects of social structure and social context on repurchasing decisions. Moreover, the present study is positioned within the larger discourse on season-ticket holders, as we aimed to add a network theory perspective to the existing research on season-ticket holder churn and renewal.

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Steven Salaga, Scott Tainsky and Michael Mondello

The authors demonstrate that betting market outcomes are a statistically significant and economically relevant driver of local market television viewership in the National Basketball Association. Ratings are higher when the local market team covers the point spread and when point spread outcome uncertainty is increased. They further illustrate that point spread market outcomes have a larger relative impact on viewership in less-popular games and when the local market team is expected to perform poorly. This suggests wagering market access serves as insurance to the league and its franchises against reduced viewership in games that are less appealing to consumers. The results assess the degree to which wagering interest has driven past revenues as well as how the legalization of sports wagering may influence future revenues.

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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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Sungho Cho, J. Lucy Lee, June Won and Jong Kwan (Jake) Lee

Under the federal trademark law, owners of famous sport trademarks may bring legal claims against unauthorized users of their marks under the infringement and dilution theory. Although the rationale of trademark infringement has been supported by various notions of consumer psychology and law and economics, the theory of dilution has been criticized for the lack of empirical support. This study investigated whether the junior use of major sport trademarks would have dilutive effects on the senior marks in financial terms. The study employed the contingent valuation method, a technique designed to estimate the economic values of nonpecuniary assets such as trademarks. A total of 140 subjects were exposed to dilutive information while they purchased sport brand merchandise. A series of pre- and posttests revealed that moderately famous sport trademarks suffered dilutive harm from junior use, whereas exceptionally famous marks were immune to the dilutive effects. Theoretical and practical implications were discussed.