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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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Delia D. Douglas

By 2002 Venus and Serena Williams were the top two women players on the women’s professional tennis tour. Nevertheless, despite their spectacular success, there has been a decidedly ambivalent tenor toward their accomplishments. Applying Raymond Williams’ concept of “structures of feeling,” this essay considers how dominant cultural meanings and values are taken up and expressed through the atmosphere produced at a sport event. Drawing on the insights offered by critical race scholarship and critical whiteness studies, the following discussion examines the character and significance of the atmosphere produced at two tournaments (Indian Wells, CA, in 2001 and the French Open in 2003) in order to understand how white racial subjectivities are conceived and communicated in daily life.

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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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Kim Gammage, Jeff Caron, Alyson Crozier, Alison Ede, Christopher Hill, Sean Locke, Desi McEwan, Kathleen Mellano, Eva Pila, Matthew Stork, and Svenja Wolf

://research-repository.uwa.edu.au/en/persons/natalya-beer Awestruck by a Streaking Star: Observers Want Individual Success to Continue More Than Team Success Prompted by the public’s reception and support of Rafael Nadal playing for his tenth French Open title versus the New England Patriots playing for their sixth Super Bowl victory, this study investigated a set

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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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Matthew R. Hodler

completed a “Golden Slam” in 1988 by winning individual gold at Seoul and the four major professional tournaments (Australian Open, French Open, Wimbledon, and U.S. Open). 47. Horne and Whannel, Understanding the Olympics , 47; emphasis original. 48. Exemplified most famously by the U.S.’s “Dream Team

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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