Articles in this issue:

  • An interview with Bill Powell, Vice President of Event Marketing and Sales/Team Leader of Amsoil Arenacross, Feld Entertainment and Motorsports.Read more

  • Jonathan A. Jensen and Brian A. Turner

    Despite considerable advances in the application of advanced analytics across the sport industry, sponsorship revenue forecasting still largely relies on a decades-old methodology, the renewal rate. This paper performs the first application of event history analysis (EHA) approaches to quantitatively analyze the duration of Olympic and World Cup sponsorships, to determine not only the percentage of sponsors who renew, but when sponsorships are most likely to continue, when the probability of a sponsorship ending is highest, and their median lifetimes. Consistent with prior applications of...Read more

  • Greg Greenhalgh
    Brendan Dwyer
    and Carrie LeCrom

    This manuscript challenges the contemporary methods of measuring sport team brand personality (BP). The study of BP exploded after Aaker’s development of the brand personality scale in 1997. In 2010 Heere suggested a deviation from Aaker’s (1997) scale where she designed one instrument to measure the BP of all products or services. Conversely, Heere’s (2010) two-step method has the administrators of organizations under investigation provide the BP adjectives they feel best describe their organization, then have fans of that team assess how well the fans perceive each of the adjectives...Read more

  • Jaewon Chang
    Joon-Ho Kang
    Yong Jae Ko
    and Dan Connaughton

    Although pride is considered an important concept in the business marketing literature, this emotional construct has not been explored in the context of sport fan behavior. In particular, very few studies have investigated the antecedents and consequences of pride. To fill the conceptual void, in the current study, the researchers investigated the relationships among pride, team performance/corporate social responsibility (CSR), and word of mouth (WOM) recommendation. The moderating effect of team identification was also examined. The results suggest that both fans’ perception of team...Read more

  • Ceyda Mumcu and Nancy Lough

    In May 2014, the Women’s National Basketball Association (WNBA) launched its Pride campaign and became the first professional sport league in the US to explicitly reach out to gay fans. As the public opinion toward homosexuality has been changing, sport marketers need to understand how to reach and respond to heterosexual and gay fans without alienating one or the other. The purpose of this study was to investigate heterosexual and lesbian, gay, bisexual, and transgender (LGBT) fans’ attitudes toward the Pride campaign, and the impact of fandom, attitude toward the Pride campaign and...Read more

  • Barbara Osborne

    A case recently decided by the U.S. District Court in Minnesota illustrates the complex interactions between stadium development and lease agreements and the expanding scope of protections provided for intellectual property interests including brand and image. In 2012, the Minnesota state legislature passed a statute (Minn. Stat. §§ 473J.01-473J.27) creating the Minnesota Sports Facilities Authority (MSFA) and providing for construction and financing of a new stadium for the Minnesota Vikings football team. e MSFA then entered into a contract with the Minnesota Vikings Football Stadium,...Read more