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Stirling Sharpe, Charles Mountifield, and Kevin Filo

media content has been driven by altruism, with little to no focus on the commercial aspects of sport. Of course, one could argue that there is likely to be a positive brand association derived from the altruistic posts highlighted above that can translate to longer-term commercial benefits. The

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Samuel López-Carril and Christos Anagnostopoulos

if necessary at all), this altruistic behavior can be capitalized upon in the future through well-thought-out follow-up CSR initiatives. b. If altruism is extremely difficult during such moments, creating a new generation of fans by steering all CSR initiatives toward them and generating social media

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Marlene A. Dixon

different situations and demands from coaches, teammates, and friends. I have learned about altruism and friendship from my daughter Avery, who endlessly supports her friend group and helps champion each of their distinctive gifts. I have learned so much about listening and loving people from my husband