Articles in this issue:

  • An interview with Donna Goldsmith. The Senior VP of Consumer Products/Partnerships/International Event Licensing, Tough Mudder.Read more

  • Matthew Walker
    Courtney Hodge
    and Gregg Bennett

    Virtual fan communities (VFCs) have become a popular online platform for millions of sport team fans to interact and share information. Traditionally, teams, leagues, and their close affiliates have assumed control of these communication platforms as free services for fans. However, a marked increase in third-party VFCs have given rise to a growing number of independent sites focused on monetization via subscriptions. The purpose of this study was to examine the influence of a subscription-based third-party VFC indirectly affiliated with a large university athletics program. Data were...Read more

  • James Weiner and Brendan Dwyer

    Due in part to a $200 million advertising campaign, daily fantasy sport (DFS) participation exploded in 2015. With faster payouts and unlimited lineup options, the activity has added to an already thriving fantasy sports industry. However, little is known about the distinct attitudes and behaviors that drive DFS participants. The current study examined 511 participants who played DFS-only, traditional, season-long fantasy football (TFS), and those who played both activities for motive and behavioral differences. Results indicated statistically significant motive scores differences across...Read more

  • Gregg Bennett

    The purpose of this case study was to assess the behaviors and contributing factors that have allowed TexAgs.com (TexAgs) to develop a strong new media brand. An underlying premise of this inquiry is that this particular firm has established a strong brand with its targeted market. This exploratory case study focused on understanding the strength of the TexAgs brand holistically rather than dissecting the phenomenon into decontextualized segments (Creswell, 2012; Yin, 2014). Four themes emerged from data describing firm behaviors that have strengthened the TexAgs brand: a) TexAgs is a...Read more

  • Bridget Satinover Nichols and Jennifer Gardner

    This case study demonstrates the managerial conflicts and decision-making scenarios associated with corporate giving and cause-related marketing. Using the Cincinnati Bengals and their affiliation with professional football player Devon Still, we describe a series of events that led to a spontaneous nation-wide fundraising campaign to benefit pediatric cancer. The cause-related marketing (CRM) campaign raised conflicting benefits and consequences for the organization in the context of sport administration and corporate reputation. This case highlights some of the strategic and tactical...Read more

  • Brad D. Carlson and D. Todd Donavan

    Although the product match-up hypothesis has proven useful in predicting endorsement effectiveness, the current study reveals that endorser identification may be a better predictor of endorsement success. Specifically, the findings suggest that it is important for the consumer to have a connection in the form of identification with the endorser. In such cases, even a poor-fitting endorsement may lead to positive brand outcomes. Further, identification with the endorser leads to positive outcomes with team-related intentions as well as a sense of community with other fans. The results offer...Read more

  • Advertising campaigns featuring player likenesses are a common sport sponsorship activation tactic. The ability of the sponsor to connect with the sports fan and cultivate a relationship is critically important (Dees, 2011). The relevancy of the sports personality and the “fit” with the brand (DeGaris, Dodds, & Reese, 2015) can positively influence consumer behavior toward the sponsor’s products (Tzoumaka, Tsiotsou, & Siomkos, 2016) and increase future purchase intentions (Biscara, Correia, Rosado, Ross, & Maroco, 2013).

    Contracts may constrain the benefits that a sport...Read more