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Joon-Ho Kang, Richard P. Bagozzi and Jawang Oh

Although emotion has occasionally been examined as a dependent variable or outcome of physical activity involvement, it rarely has been studied as an antecedent. This study examines the role of emotion in decision-making processes for participant sport consumption. A structural model is proposed to integrate emotions with self-image congruency and attitudes as antecedents of the decision to initiate physical activity in the consumption context. Context effects were investigated by two scenarios: (1) joining a private health club and (2) skiing in an indoor ski resort. A total of 199 persons responded, and structural equation models were examined. The results indicate that emotion mediates the influence of attitudes and self-image congruency on the decision to join the club and resort. The pattern of the relationships among utilitarian, self-based, and emotive evaluations depends on the sport consumption context. Discussion of theoretical and practical issues is presented and directions for future research are suggested.

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Jacquelyn Cuneen and M. Joy Sidwell

Gender portrayals in sport-related advertising generally reinforce institutionalized sexism and culturally defined sex-role behaviors. Gender-defining messages in advertising photographs may have an especially profound impact on children because children understand meanings in pictures before they understand meanings in text. The purpose of this study was to analyze gender portrayals contained in advertisements appearing in Sports Illustrated for Kids (SIK) over a 6-year period. Advertisements were coded to determine (a) the total number of advertisements featuring females and males, (b) genders represented as prominent or supporting in advertising portrayals, and (c) gender portrayals in advertisement activities and product types. Content analysis revealed that girls and women were drastically underrepresented as models in SIK advertising and that distinct gender roles were sustained by depicting males in nearly all types of activities and products. Conventional stereotypical relationships between sport and gender were represented in the majority of SIK advertisements.

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Stephanie Cunningham, T. Bettina Cornwell and Leonard V. Coote

Despite the popularity of sponsorship-linked marketing programs, we know little about how firms form sponsorship policies. This article describes a corporate identity-sponsorship policy link and offers empirical support for it via a mixed method research design. Content analysis of 146 Fortune 500 companies’ online sponsorship policies and mission statements is followed by cluster, factor and multinomial regression techniques. Results show that corporate identity, as reflected in mission statements, matters to sponsorship policy. Specifically, companies emphasizing financial success in their mission statements prefer to sponsor individual athletes, education, the environment and health-related activities. Alternatively, companies stressing the importance of employees demonstrate a propensity to sponsor team sports, entertainment, religious, community, charity and business related activities. Reasons for these strategic differences are discussed.

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Nico Schulenkorf

For several years, sport-for-development (SFD) programs have been implemented around the world to make a positive difference for disadvantaged or underprivileged communities. Within this context, special events have been used to complement regular development activities to celebrate social, cultural, and sporting achievements. To date, little managerial work has been conducted on the specific contributions that special events can play in the context of ongoing SFD endeavors. In addressing this issue, this paper presents findings from an empirical investigation of a participatory SFD event in the Pacific Islands. Findings suggest that special events can create new interest and excitement for SFD activities, reengage stakeholders to the wider SFD program, leverage partnerships, and provide opportunities to build and shape local management capacity. In discussing these findings, the paper highlights potential positive and negative impacts of special SFD events and provides practical and theoretical implications for SFD program design, management, and leverage.

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P. Chelladurai

Several models of organizational effectiveness are integrated into a comprehensive framework from a viewpoint of organizations as open systems. The multidimensionality of effectiveness is seen as emanating from both the input-throughput-output conceptualization of an organization and the distinctive domains of activities of an organization. The relevance of specific dimensions of effectiveness is said to be contingent upon the type of organization and/or the domain of activities the organization is engaged in. The paper describes the multiple constituency approaches that variously emphasize the need to satisfy the powerful groups, the least advantaged groups, or different groups at different times. The position taken in this paper, however, advocates the perspective of the “prime beneficiary.”

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Timothy D. DeSchriver and Paul E. Jensen

The purpose of this study was to analyze the relationship between spectator attendance at NCAA Division II football contests and selected determinants by estimating multiple economic demand models. The two primary determinants analyzed were winning percentage and promotional activity. Demand models were estimated using OLS and fixed-effect regression analysis. The results suggested that both current and previous year winning percentages are positively related to attendance. Furthermore, it is shown that the effect of previous season winning on attendance diminishes while the effect of current season winning increases as the season progresses. The results also indicated that promotional activities, the number of enrolled students, and market competition significantly affected attendance. Overall, the demand models explained between 37 and 70 percent of the variation in spectator attendance. The findings of this study may aid Division II athletic administrators who are attempting to increase revenues by attracting additional spectators to small-college football contests.

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Brendan Dwyer

The business of fantasy football is a multibillion dollar-per-year industry. However, academic inquiry into the distinct attitudes and intentions of fantasy football participants is underdeveloped. Therefore, following Fazio, Powell, and Herr’s proposed attitude–behavior framework, this study examined the relationship between sport fans’ attitudes, fantasy football involvement level, and intentions to watch the televised broadcast of National Football League (NFL) games. The results suggest that fantasy football is a noteworthy connection point for NFL fans. Specifically, fantasy participation appears to duplicate the positive and negative attitudes of traditional team fandom, and this replication ultimately increases television viewership throughout the league. Thus, instead of competing with traditional team-focused professional-football viewership, fantasy football appears to be a complementary or value-adding activity. Discussed are theoretical outcomes, as well as the practical implications for sport marketers and media providers looking to capitalize on this highly popular and lucrative online activity.

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Velina B. Brackebusch

rely on government funding and nonprofit clubs for an opportunity to play and exercise. Managing and Developing Community Sport is a timely book, as it addresses the link between community sport and the business sector by reviewing how physical activity, sport development, health promotions, coaching

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Tom Mueller and Marilyn S. Roberts

This article examines the state of sponsorship marketing and its correlation with branding-measurement models deemed most salient by corporations. Academic literature including sponsorship-value analysis, stockholder response to sport and brand activities, measurements of brand value, and the application of brand theory are explored. The readings suggest that a sports entity must deliver a positive and complementary brand association to attract corporate partners. Sport entities that remain competitive in the marketplace will build individual, strong brands that add to, and do not deplete or detract from, the equity built in the corporate sponsor’s brand.

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Jeffrey W. Kassing and Jimmy Sanderson

This case study examines how fans can experience a major sporting event (cycling’s Tour of Italy) through a particular new communication technology platform—Twitter. To explore this possibility the authors tracked the “tweets” sent out by a selection of American and English-speaking riders during the 3-wk race. Their analysis of these texts revealed that Twitter served to increase immediacy between athletes and fans. This occurred as athletes provided commentary and opinions, fostered interactivity, and cultivated insider perspectives for fans. These activities position Twitter as a powerful communication technology that affords a more social vs. parasocial relationship between athletes and fans.