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Qingru Xu and Peggy J. Kreshel

livelihood instead of depending on the government for pay. She is the first and only Asian athlete to win singles Grand Slam titles—the 2011 French Open and the 2014 Australian Open. Li Na has also achieved the highest world ranking of any Asian tennis player in history (No. 2). Ding Ning is a traditional

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Matthew R. Hodler

completed a “Golden Slam” in 1988 by winning individual gold at Seoul and the four major professional tournaments (Australian Open, French Open, Wimbledon, and U.S. Open). 47. Horne and Whannel, Understanding the Olympics , 47; emphasis original. 48. Exemplified most famously by the U.S.’s “Dream Team

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Hua Gong, Nicholas M. Watanabe, Brian P. Soebbing, Matthew T. Brown, and Mark S. Nagel

2013 French Open and found that most tweets mentioning sponsors had positive sentiment. Likewise, Burton ( 2019 ) sought to understand consumer sentiment toward ambush marketing from the 2018 FIFA World Cup Finals. The second technique is the lexicon-based approach, using a predefined dictionary of

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Brendan O’Hallarn, Stephen L. Shapiro, Marion E. Hambrick, D.E. Wittkower, Lynn Ridinger, and Craig A. Morehead

Final ( Jensen, Limbu, & Spong, 2015 ), and hashtagged tweets mentioning sponsors at the French Open tennis tournament ( Delia & Armstrong, 2015 ). Both studies found scant mention of official sponsors in hashtags sent by followers of the event itself. A study of the London Olympics found the official