Articles in this issue:

  • An interview with Nicholas Horbaczewski, CEO and founder of the Drone Racing League.Read more

  • Brandon Brown
    Gregg Bennett
    and Khalid Ballouli

    The United States, sport marketers are faced with challenges of capturing the interest and altering the consumption patterns of this important minority group. A primary objective of this research was to determine if African American participants would perceive a greater overall fit with a baseball advertisement if the actors and settings shown in the advertisement resembled their racial and cultural identities. Existing literature on the match-up hypothesis and theory of reasoned action guided this research and aided in hypothesis development. Two-hundred eighty-three African American...Read more

  • Brendan Dwyer
    Rebecca M. Achen
    and Joshua M. Lupinek

    Basking in reflected glory (BIRGing) and cutting off reflected failure (CORFing) behaviors have been exhibited by sport spectators and measured by marketing researchers for decades. It has been established that these highly personal, yet socially focused reactions to team outcomes are fundamental components of the sport fan experience. The current study sought to extend this line of research by comparing fantasy footballrelated BIRGing and CORFing behavior to traditional NFL team-related behavior. An experience sampling method was utilized, and a sample of fantasy football participants was...Read more

  • Khalid Ballouli
    Galen T. Trail
    Todd C. Koesters
    and Matthew J. Bernthal

    This research examines the differential effects of motives and points of attachment on conative loyalty of Formula 1 U.S. Grand Prix attendees. Theoretical perspectives of role identity and extant literature on identification and spectator consumption behavior guided this investigation and aided in model development. While numerous researchers in the sport marketing literature have examined motives and points of attachment, there is a relative dearth of studies devoted to the effects of motives and points of attachment on conative loyalty. Study participants (N=247) comprised...Read more

  • The International Olympic Committee (IOC) sent shock waves through the Olympic advertising and sponsorship community when it announced in February 2015 that it was relaxing Rule 40 of the Olympic Charter to allow generic (non-Olympic themed) advertising featuring athletes during the Rio 2016 Games (Mackay, 2015). According to the IOC, the purpose of the Rule is to preserve the unique nature of the Games by preventing over-commercialization and to keep the focus on the athletes’ performance (International Olympic Committee, n.d.). Notably, while the IOC does not expressly reference ambush...Read more

  • Michael Hutchinson
    Cody T. Havard
    Brennan K. Berg
    and Timothy D. Ryan

    The chime of a new email went initially unnoticed as Sarah Fletcher finished reading yet another reporter’s critique of the University of Alabama at Birmingham (UAB). It had been six weeks since UAB president Ray Watts announced the decision to discontinue the university’s Division I football program. While the proverbial dust had settled, some stakeholder groups1 remained discontent following the controversial decision to become the first Football Bowl Subdivision (FBS) program to disband in nearly 20 years. As the director of marketing for the UAB athletic department, Fletcher felt...Read more