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Ronald E. McCarville, Christopher M. Flood and Tabatha A. Froats

Sponsorship has become a major source of funding for special and on-going sporting events. However, sponsors may question return on their investment in such events. Managers may find that potential sponsors are reluctant to invest in sporting activities as a result. This paper addresses the issue of return on investment by monitoring reaction to a sponsor's promotional efforts in an experimental setting. In the context offered by a hypothetical nonprofit sporting event, participants were randomly assigned to groups who received (a) basic information about the sponsor, (b) discount coupons offered by the sponsor, and (c) trial samples of the sponsor's product (pizza). Those who received the product trial responded most positively to the sponsorship message. They rated the sponsor's product in more positive terms and were more likely to intend to purchase that product within the next month. Conversely, promotions that presented only logos, sponsor's telephone numbers, slogans or coupons generally failed to alter perceptions of the product or sponsor.

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Daniel S. Mason and Trevor Slack

Focusing on player agents in professional ice hockey, this paper utilizes the theoretical construct of agency theory as a means of evaluating attempts by several stakeholder groups to find solutions to opportunistic agent behavior. As proposed by agency theorists, this would include the creation and implementation of monitoring mechanisms by industry stakeholders in order to regulate agent activities. Stakeholder groups involved include state and federal governments, the agents themselves, the National Collegiate Athletic Association (NCAA), and Players' Associations, which, at various times, all have adopted forms of certification programs in attempts to monitor player agents. Documentation on these programs and interviews with industry stakeholders are employed to develop criteria by which such programs can be assessed in terms of their ability to reduce traditional agency problems. In doing so, it is argued that the agency model can be used to provide additional insight into problems associated with these programs and to improve program effectiveness in monitoring hockey agent behavior.

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Se-Hyuk Park and Yong-Man Kim

This paper describes the development of a 20-item instrument for assessing participants' attitudinal loyalty in the contexts of recreational sport activities. Out of 211 participants, 189 provided usable responses to the questionnaire regarding demographics, attitudes toward recreational sport participation, and intention to renew membership. An analysis revealed three factors that formed the subscales for attitudinal loyalty construct: normative, affective, and investment loyalty. All scales had coefficient alpha values of .70 or above. Thus, the analyses confirmed the validity and the reliability of the questionnaire after translation of the items from English into Korean and their adaptation to recreational sport contexts. The matrix of correlations among attitudinal loyalty dimensions indicates that one dimension cannot fully predict another, and that all dimensions must be simultaneously taken into account in describing the attitudinal loyalty construct. The multifaceted nature of attitudinal loyalty construct may prove useful for segmenting the recreational sport market.

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John Corlett

Although today some athletic events are organized by those without any administrative qualifications, much of modern sport management reflects the technocratic global culture from which it springs: formalized, institutionalized, and professionalized. Some recent critical assessments of our dominant philosophical influences have been extremely unkind to the administrative practices that they have spawned. Among the charges leveled is that management, in general, lacks a moral and epistemological base and is self-serving and antidemocratic. Much of this criticism is relevant to the management of modern sport. This paper presents an overview of the positions of philosophers Alasdair Maclntyre, John Ralston Saul, and Charles Taylor and examines management's relationship to sport in light of their critiques. A general philosophical framework is constructed upon which specific questions about specific activities of sport management can be asked and possibly answered. The results have implications for the education and work of sport managers.

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Jung Woo Lee

This article investigates a sign system in promotional campaigns for the 2 sport/energy-drink brands PowerAde and Monster Energy. More specifically, the paper examines advertising materials published on the British Web sites of the 2 drink brands. The media texts are analyzed using semiotics and critical discourse analysis. In so doing, the author attempts to identify the meaning of sport in different contexts and settings and to interpret ideological connotation embedded in the commercial discourse on sport. The PowerAde advertising presents the meaning of sport as controlled and calculated physical activities associated with high-performance sport. This articulation suggests an idealization of productive individuals, and this appears to be the reification of capitalist ideology through sport. Monster Energy advertising tends to endorse alternative sporting subculture emphasizing the aspects of fun and spectacle, but such endorsement is only validated within the boundaries of consumer culture. The author concludes that advertising involves communication practice through which the meaning of sport with some ideological connotations is continually constructed and disseminated to today’s wider society.

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Nico Schulenkorf and Deborah Edwards

Building on the evidence of social impacts generated by sport events, there is a need for research to identify strategies suitable for maximizing event benefits for disparate interest communities. This paper investigates the opportunities and strategic means for sustaining and leveraging social event benefits arising from intercommunity sport events in the ethnically divided Sri Lanka. Following an interpretive mode of inquiry, findings are derived from the analysis of two focus groups and 35 in-depth interviews with Sinhalese, Tamil, Muslim and international event stakeholders. To maximize event benefits, findings suggest that event organizers and host communities focus strategically on children as catalysts for change; increase ethnically mixed team sport activities; provide event-related sociocultural opportunities; combine large-scale events with regular sport-for-development programs; and engage in social, cultural, political and educational event leverage. By implementing these strategies and tactics, intercommunity sport events are likely to contribute to local capacity building and inclusive social change, which can have flow-on effects to the wider community. These findings extend the academic literature on strategic event planning, management and leverage, as they provide a focus on community event leverage for social purposes in a developing world context—an area which has thus far received limited empirical research.

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Mathew Dowling and Jimmy Smith

This investigation examined how Own the Podium (OTP) has contributed to the ongoing development of highperformance sport in Canada. In adopting an institutional work perspective, we contend that OTP’s continuance has not been the sole product of Canada’s success at the Olympic and Paralympic Games or lobbying efforts to secure additional funding. Rather, OTP’s permanence can also be explained as the by-product of the activities and actions of OTP itself and its supporting stakeholders to embed and institutionalize both the organization specifically and high-performance sport more generally in the Canadian sport landscape. In short, OTP’s continued existence can, in part, be explained by ongoing institutional work. To support our contentions, we draw on and analyze documentation that was either produced by, or significant to the development of, OTP. Our analysis identifies a number of OTP-related practices (e.g., tiering, hiring of high-performance advisors, and the creation and support of new high-performance sport programs) that have further institutionalized OTP and the norms, routines, and practices associated with high-performance sport. More broadly, our investigation draws attention to the importance of individual and collective actors in shaping institutional settings in sport.

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E. Nicole Melton and George B. Cunningham

The purpose of this qualitative analysis was to explore the work experiences of sport employees who are LGBT, and examine how these individuals negotiate their multiple social identities in a sport context. Considering the growing interest in sport, and sport management in particular, it is important for scholars to gain of better understanding of why people choose to work in the sport industry, and understand how employee identity may influence career decisions and subsequent work experiences. Thus, the researchers only interviewed employees who did not fulfill coaching or player roles, as these individuals could potentially work in other industries. Analysis of the data revealed how working in a sport context may present sexual minorities with certain advantages, such as an opportunity to enhance self-esteem and gain social acceptance. When confronted with unjust treatment because of their sexual orientation, employees used coworker social support and social mobility techniques to cope with these negative situations. Although the employees did not always view their sexual orientation as salient to their identity, they had all disclosed their sexual orientation, to varying degrees, to others in the workplace. Finally, though the participants did not engage in social change activities, some of their supportive coworkers attempted to proactively create a more inclusive work environment. Implications of these findings are discussed and practical suggestions are provided.

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Osamu Hata and Norio Umezawa

This study examined the rates and patterns of use of the various facilities, equipment, and programs in a Yokohama fitness club. Analyses of the responses of 208 members (males = 98, females = 110) to a specially constructed questionnaire showed that the showers, sauna, bath, and Jacuzzi were the most often used facilities followed by aerobic exercise machines (e.g., exercise bikes and treadmills), the swimming pool, and machines for training the lower and upper body. In addition, four distinct and representative patterns of use of the facilities and equipment were identified. Swimming activities dominated Pattern A, and accordingly it was named the Swimming Pattern (n=59). Pattern B, the Dance and Communication Pattern (n = 15), was characterized by the use of the communication hall and coffee lounge and participation in aerobic dance. Pattern C, the Fashionable Pattern (n = 4), consisted of participation in aerobic dance for men, 1-km swimming, and the use of the tanning corner and restaurant. Finally, Pattern D, the Machine Training Pattern (n = 130), included the use of weights to train the upper and lower body. These results revealed an inefficient use of some of the facilities and equipment of the club. In addition to these findings, respondents preferred their supervisors to be friendly and expressed a desire for a larger swimming pool.

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Kevin Filo, Daniel Funk and Danny O’Brien

Sport events benefiting a charitable cause have emerged as meaningful experiences for participants. These charity sport events may allow event sponsors to shape perceptions of corporate image among event participants. Using the Psychological Continuum Model (PCM) as the theoretical framework, the factors that contribute to participants’ perceptions of event sponsors are examined. The influence of this image of event sponsors on behavioral outcomes among participants is also investigated. A post-event questionnaire was administered to participants in a sport event (N = 672) to investigate the relationships among motives, sponsor image, event attachment, purchase intent, and future participation intent. Results reveal that recreation and charity motives contribute to event attachment, while charity motives and event attachment contribute to sponsor image. Significantly, sponsor image and attachment contribute to purchase intent for event sponsors’ products. Finally, sponsor image does not influence future participation intent, while event attachment does. The results illustrate the discrete roles that sponsor image and attachment play in sport consumption activities. Suggestions are made for the strategic selection and marketing of events by potential sponsors to most effectively leverage event sponsorship opportunities.