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Nicholas Burton and Cheri Bradish

with consumer values. Likewise, ISL and IOC marketing executive Michael Payne continued to encourage greater education of consumers and improved communications strategies for actual or potential partners regarding the challenges posed by ambush marketing. In so doing, Payne sought to both better inform

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Elsa Kristiansen and Antonio S. Williams

This article explored how a renowned LPGA golfer, Suzann Pettersen, has built and leveraged her personal brand. Using the athlete brand-equity model as the theoretical framework, a qualitative case study was built by means of interviews and document analyses. Specifically, this case detailed how Pettersen and her management team endeavored to build and manage her personal brand equity through organization-produced and -controlled brand-communications strategies. The findings of this case shed light on the challenges and opportunities that athletes and their constituents face when managing human brands. Moreover, the findings of this case support the use of previously proposed sport-branding conceptualizations in a real-world setting.

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Mark F. Stewart, Constantino Stavros, Pamm Phillips, Heather Mitchell, and Adrian J. Barake

In 1949 the Australian Football League (AFL) introduced a distinctive father–son rule, which allows its member teams to prioritize the recruitment of the sons of former players who had played in a minimum number of games with that team. This paper reveals that some teams have been able to access a statistically significant advantage via this rule, confirming and quantifying that this unique exception compromised the AFL’s reverseorder player draft. In more recent times, through complex reforms, this advantage has been significantly dissipated. Discussion presents this rule as a conundrum for managers as despite potentially compromising the draft, it provides opportunities for off-field marketing communications strategies.

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Ken Payne and Curtis Edge

collaborative loop. Interviewer : Over the period of your career in sport communications, technology has been a game changer. How has technology influenced your communications strategies and tactics over the years? Kelly : One of the things that helped me in my career as a communicator was I have always had a

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Ashley N. Weingartz and Stacy Warner

’s brand, social media is infrequently the primary marketing avenue. While social media may be a part of the overall communications strategy, it is not necessarily the central focus for communicating the organization’s brand. Furthermore, many non-profit organizations may have stretched staff and resources

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Amy K. Bermingham, Ross D. Neville, and Kyriaki Makopoulou

, and facilities managers); (b) identify, plan, and manage the key components of operating a sporting event/league; (c) deliver a promotions and communications strategy; (d) deliver a sporting event/league, including an awards event; and (e) evaluate the event/league and implement modifications as

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Yann Abdourazakou, Xuefei (Nancy) Deng, and Gashaw Abeza

’s overall marketing and communications strategy. In managerial terms, our findings provide guidance to sport marketers on how to retain loyal fans by evoking their desired gratifications. The study gives empirical evidence that social media provides value from fans’ perspectives. Such empirically driven

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Damien Whitburn, Adam Karg, and Paul Turner

increase the effectiveness of RQ and their impact on intentions and behaviors. IMC: Evolution, Opportunities, and a Framework for Delivery and Outcomes Integrated marketing communications is described as public relations and communications strategies that influence the public by informing, persuading, and

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Mathieu Winand, Matthew Belot, Sebastian Merten, and Dimitrios Kolyperas

media, highlighting four communication sets: informing, marketing, personalizing, and activating. They recommended that sport organizations make rigorous efforts in their communications strategy by implementing these four types of communication. Results showed that “informing” and “marketing” modes of

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Glynn M. McGehee, Armin A. Marquez, Beth A. Cianfrone, and Timothy Kellison

identify codes based on their personal knowledge of the stadium as city residents and university affiliates and past content-analysis studies on organizational communications strategies surrounding new stadiums (e.g., Crompton, 2004 ; Huberty et al., 2016 ; Kellison & Mondello, 2013 ; Maxcy & Larson