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this study. While sports media often focus on top celebrity athletes, many athletes across the world compete at lower professional levels (e.g., minor leagues) or in nonmainstream sports (e.g., triathlon, karate, curling), labeled as “niche” for targeting narrower consumer segments ( Greenhalgh et

smaller Commonwealth nations compete in the triathlon, Ann commented, I thought it was really exciting, I really enjoyed it. When the emotions really come out is when you watch the athletes… I just remember, when the triathlon was on, there’s this guy. He got lapped about twice, sort of thing. But he

.1080/04419057.2007.9674499 McCarville , R. ( 2007 ). From a fall in the mall to a run in the sun: One journey to ironman triathlon . Leisure Sciences, 29 ( 2 ), 159 – 173 . doi:10.1080/01490400601160812 10.1080/01490400601160812 McLanahan , S. , & Adams , J. ( 1987 ). Parenthood and psychological well-being . Parenthood

The research context is Germany and elite athletes in less commercialized sports, including many Olympic sports, such as rowing, canoeing, track and field, field hockey, judo, volleyball, triathlon, ski jumping, speed skating, and women’s football (soccer). More commercialized sports, like men

. 494) at Triathlon Australia, while Agyemang et al. ( 2018 ) found that tensions between competing logics were eased by the perception of having to maintain an institution in response to a threat. Fields Fields are arguably the central organizing concept of institutional theory, Scott ( 2014 ) suggests

organization 3. Representatives from SSOs:   Australian Rules Football   Cycling   Diving   Golf   Gymnastics   Ice sports   Netball   Rugby   Triathlon 1. Violence against women response service 2. Women’s health 3. Violence against women advocacy and lived experience representatives Researchers from six

, cycling, triathlon, and adventure obstacle courses, requiring moderate to vigorous intensity of physical exertion ( Funk, Jordan, Ridinger, & Kaplanidou, 2011 ). Although individuals can engage in physical activity outside of an organized event structure at minimal to no cost, one’s reasons for paying

$76–$150 Melbourne Marathon Franklin Bachelors 39 M Work colleague $150+ Beyond Blue Fundraiser Garrison Bachelors 57 M Friend $11–$50 Great Cycle Challenge Hamilton Bachelors 41 M Work colleague $60 Great Cycle Challenge Kirsten High school 54 F Friend $20 Breast Cancer Triathlon Kate Vocational

tourism ( Gibson, Lamont, Kennelly, & Buning, 2018 ). Individuals in pursuit of physically active lifestyles through event-focused sports such as triathlon, running, and cycling travel to various events to socialize, learn, experience, and celebrate their subculture ( Aicher & Newland, 2018 ; Green

.1007/s11747-007-0070-0 Pegoraro , A. , O’Reilly , N. , & Levallet , N. ( 2009 ). Gender-based sponsorship of grassroots events as an agent of corporate social responsibility: The case of a national women’s triathlon series . Journal of Sponsorship, 2 ( 2 ), 140 – 151 . Pitts , R.E. , Smith