FiT Publishing

The emphasis on licensing as a source of revenue for sport organizations, coupled with the creativity of sport marketers and their fans, serves to highlight the importance of securing trademark protection for unique slogans and nicknames that emerge in connection with a particular sport organization. Perhaps one of the most well-known of these team-related fan groups is the Cleveland Browns’ “Dawg Pound,” a phrase used since the early 1980s to describe the enthusiastic Browns fans who dressed up (and woofed) like dogs. Members of the “Dawg Pound” sat together in the bleachers of the old...Read more

During the 2001 college football season more than 40 million individuals attended intercollegiate football games across the four divisions sponsored by the National Collegiate Athletic Association (NCAA). Although it would be easy to classify all of these individuals as either being spectators or fans, that would be inaccurate. Trail, Robinson, Gillentine, and Dick (2003) developed a model based on the relationship between motives and points of attachment that classified attendees as either spectators or fans. The purpose of this study was to use the model to determine how individuals who...Read more