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Melissa Davies, Michael L. Naraine, and Brandon Mastromartino

to work on the new branding for the franchise relocating from Hartford, CT, to Raleigh, NC. It was a small role, but Nick was eager and willing to learn. He sat in on important brand development meetings and took detailed notes of the brand’s transition to the Hurricanes. After the move was complete

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Coyte G. Cooper and David Pierce

With the growing popularity of the Internet as a communication medium, National Collegiate Athletic Association (NCAA) athletic departments have turned to their Web sites to build interest in their product among consumers. As sites continue to develop traffic, it is important to examine the coverage being provided on the home Web pages to determine whether equitable coverage is being allocated to men’s and women’s nonrevenue sport teams. The current research featured a content analysis of NCAA divisional Web-site coverage during an academic school year. From a broad perspective, the results indicated that only Division III provided equitable gender and individual team coverage allocations on its home Web pages. In contrast, the data also supported the notion that Division I athletic programs (Football Bowl Subdivision [FBS] and Football Championship Subdivision [FCS]) provided significantly more coverage to men’s baseball, men’s basketball, and men’s football than nonrevenue-sport teams. The FBS and FCS coverage inequalities are discussed in depth in the article.

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Gavin Weedon

This article explores the construction of U.S. nationalism through the branding strategies of Under Armour, a sportswear company which has achieved prominence in the U.S. marketplace and has a growing international profile. By examining their organizational synergies with the NFL, Zephyr technology, and the Wounded Warrior Project, and through a critical reading of the militaristic, philanthropic, nationalistic and masculine dimensions of their Freedom initiative, I illustrate how Under Armour has strategically sought to appeal to the heightened nationalistic tendencies of the post-9/11 United States. A central contention throughout the paper is that Under Armour’s brand development techniques, as mobilized predominantly through their website, offer important theoretical and empirical insights regarding the production, circulation, performance, and embodiment of post-9/11 cultural politics.

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Thilo Kunkel, Daniel C. Funk, and Daniel Lock

interventionist tactics of the FFA demonstrate a clear managerial understanding that issues with specific teams create issues with league stability and consumer perceptions. Consequently, the A-League has initiated league brand development strategies (e.g., Kunkel, Doyle, & Funk, 2014 ) designed to influence

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Jason Daniels, Thilo Kunkel, and Adam Karg

purpose of this study. Procedures To generate insights into brand development of new sport organizations, an online survey was conducted that tracked consumers’ brand associations toward a new league and its teams over the first 5 years of the league’s existence. Fans and STH of the respective teams were

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Yiran Su, Bradley J. Baker, Jason P. Doyle, and Meimei Yan

via established platforms. Our findings show that views of TikTok videos on Instagram were higher than on TikTok, the original platform. This suggests that TikTok can be profitably used as a social media tool to foster fan engagement and brand development while also strategically improving the

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Yongjin Hwang, Khalid Ballouli, Kevin So, and Bob Heere

– 218 . doi:10.1123/ijsc.1.2.195 10.1123/ijsc.1.2.195 Clavio , G. , Kraft , P. , & Pedersen , P.M. ( 2009 ). Communicating with consumers through video games: An analysis of brand development within the video gaming segment of the sports industry . International Journal of Sports Marketing and

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Henry Wear and Bob Heere

growth of a fandom toward the new team. Thus, the use of a multidimensional perspective of brand associations, as individual components of a larger team brand structure, could provide a deeper understanding of new team brand development, and what brand components are most impactful in creating identified