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Iñigo Mujika

forth. Nevertheless, everyone realizes that the “star players” would be ineffective without the support of their teammates. The same applies to sport scientists in general and sport physiologists in particular. Our set of professional skills can be put at the service of individual athletes, sport teams

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Thilo Kunkel, Daniel C. Funk, and Daniel Lock

Likert scale items to measure the following unique league brand associations: Atmosphere, Community Pride, Competitive Balance, Diversion, Education, Excitement, Game Representation, Logo Design, Management, Nostalgia, Performance, Player Development, Rivalry, Socialization, Specific Team, Star Player

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Mark L. Howard

. Chapter 2, written by David Berri, opens with the story of the 1934 University of Minnesota Golden Gophers and their star player, Clarence “Stockyard Stan” Kostka, who became the target of a bidding war between the Philadelphia Eagles and Brooklyn Dodgers. Having lost the bidding, Eagles owner Bert Bill

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Jueyin Zheng

relevance and create an emotional connection to give the Chinese audience a reason to follow the NFL. Based on that strategy, we focus on three main areas: creating meaningful, high-quality Chinese-language content to enhance local relevance; showcasing our star players and especially highlighting stories

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Sport Behavior, 39, 385–408. Do Superstars Matter to Our Identification With the Sport Team? The authors examine how and to what extent star players affect our identification with the team. While this idea might not be that novel to sport marketers, the way the authors measure the concept of a star

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Sungwook Son, Antonio S. Williams, and Yoon Heo

, and Heo : You have mentioned that your duties include promotion of both the team and players. Are you also in charge of promoting players? Heo : Player-related PR includes advertising our players. It covers various promotional activities, from developing a new star player to promoting individual

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Alexander L. Curry and Tiara Good

underlying themes. Articles about, for example, star players Mike Trout and Bryce Harper were prominently positioned, due to the large contracts both players signed that year. A March 1 headline read, “Trout: ‘Haven’t even thought about’ contract.” Shortly after, a March 7 headline doubled up on both star

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Scott Tainsky, Brian M. Mills, Zainab Hans, and Kyunghee Lee

( Greenwell, Fink, & Pastore, 2002 ; Neale, 1964 ). Sport marketing has largely embraced marketing of both the home team and opponent, particularly in cases like Spoelstra’s lackluster then New Jersey Nets. An opposing team has any number of marketable qualities, among them star players. Whereas the draw of

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Emily Sparvero, Randall Griffiths, and Jacob Tingle

fight with the team’s star player, Jean-Philippe Martin, in the parking lot outside the team locker room. Although no photos or video of the incident have surfaced, two fan blogs associated with the team lit up with people claiming to have seen the fight. Holly suspects that the Zamboni driver must be

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Steve Swanson and Samuel Y. Todd

colleagues in the community relations office have indicated that Lauren might be somewhat difficult to work with, given the issues she had last year with the marketing fiasco. I’ll be sure not to mention that. I can’t believe she allowed the Orcas brand to suffer like that when the star player was accused of