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Chuck Provencio

identify the key tenets of Kant’s Categorical Imperative, Ross’s Prima Facie Intuitionism, and will have applied them to the case scenario to gain insights into how the ethical frameworks could be applied in the real-world case of Naomi Osaka’s withdrawal from the 2021 French Open. Deontology Deontology is

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Kyle R. King

Wells and Miami in March/April; European clay-court season building to the French Open in May/June; brief European grass-court season, culminating in Wimbledon in late May and early June; summer hard-court season in North America, culminating in the U.S. Open in late August and early September; and a

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Jessica Love and Lindsey Conlin Maxwell

criticism from the French Tennis Federation for wearing a black catsuit at the French Open, and she was subjected to fines at the U.S. Open for remarks to an umpire. In addition, Williams was only a few months removed from maternity leave, bringing an extra level of scrutiny to stories about her. These

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Elizabeth B. Delia and Cole G. Armstrong

Scholars have frequently examined sponsorship effectiveness via survey instrument; however, no efforts have been made to gauge sponsorship effectiveness via social networking sites. As a medium for consumer activity and interaction, scholars and industry professionals can leverage social media to monitor the effects of sponsorship in real time, as consumers experience a sporting event. In this exploratory study, we employed a mixed methods study design to examine Twitter users’ discussion of 2013 French Open sponsors during the tennis tournament. We found a weak positive relationship between sponsor-event functional fit and positive sponsor-related sentiment, and a weak positive relationship between a sponsor company’s social media presence and event-related buzz. Through case study analysis, we discovered unintended misrepresentation and activation were apparent drivers of sponsor-related social media conversation during the 2013 French Open. As an emerging area for sponsorship research, we provide suggestions for future research into sponsorship and social media.

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Robert J. Lake

-of-ends. In 1988, the Australian Open switched to hard courts and dropped the quaint club atmosphere of Kooyong Tennis Club for the purpose-built arena at the National Tennis Centre in Melbourne, and due to financial worries, both it (1974–98) and the French Open (1971–72) were forced, reluctantly, to have a

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John F. Gaski

individual sport which also has a small set of tournaments it considers its majors: Wimbledon and the U.S., Australian, and French Opens. Unlike golf, though, tennis arrived at a consensus understanding on this point long ago (1925) and has seen no reason to deviate. The key dissimilarity is that, in golf

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Terry Eddy, B. Colin Cork, Katie Lebel, and Erin Howie Hickey

media, this sets the platform up well as a context for the current investigation. Early work on sport sponsorship activation through social media has been focused on major international events, such as the French Open and the Olympics ( Abeza et al., 2014 ; Delia & Armstrong, 2015 ; Geurin & Gee, 2014

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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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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