Articles in this issue:

  • Brendan Dwyer
    Joris Drayer

    Sport fandom is one of the preeminent leisure activities in our society, and contemporary sport consumption has evolved to a point wherein it includes several activities such as event attendance, television viewership, and publication subscriptions, both online and in print. Among these means of sport fan consumption is fantasy sport participation. While the activity has grown immensely within the past few decades, relatively little is known about who participates and what impact participation has on the consumption of sport products and services. Thus, the aim of this study was to...Read more

  • Dae Hee Kwak
    Galen E. Clavio
    Andrea N. Eagleman
    Ki Tak Kim

    Despite the strong appeal of personalization (through creating personalized players, teams, and leagues) in sport video games (SVGs), little is known about its marketing implications. This study explores the effect of personalization on SVG gaming enjoyment, repurchase intention, and consumption level. Further, the predictive functions of perceived skill and past experience on participants’ intention to personalize their SVG experience were examined. Current users (N = 459) of a sport video game, “FIFA 06 Live”, participated in the study and the results revealed that users who utilize...Read more

  • Matthew Walker
    Aubrey Kent
    John Vincent

    The unprecedented growth of the Internet has provided new ways for organizations to communicate with their stakeholders. Consequently, messages devoted to ethical, environmental, and other social initiatives have increased in popularity. Corporate social responsibility (CSR) is one way in which organizations seek to manage stakeholder pressures, improve organizational reputation, and increase consumer patronage. Based on these potential outcomes, the purpose of this study was to analyze CSR–related content distributed by teams to their stakeholders via electronic newsletters. Over 800 e-...Read more

  • Steve McKelvey
    David Heim

    The landscape of second-tier professional sports is littered with leagues and teams that have folded—a reality that has become even more prevalent due to the recent economic downturn. For instance, this past August, the National Lacrosse League’s (NLL) Orlando Titans announced that it would not field a team for the 2011 season … after having substantially completed its 2011 season ticket campaign (“Titans confirm,” 2010). In March 2010, the Los Angeles Sol, the most highly-publicized team in the newly formed Women’s Professional Soccer League (WPSL), folded after just one season (Tripp,...Read more

  • Patrick Walsh
    Stephen D. Ross

    Brand extensions in sport are becoming increasingly common as they represent an excellent opportunity to increase revenue, enter a new product class, and interact with fans outside of the core product. Previous research has focused on the categorization of extensions, and how consumers evaluate these new offerings. However, how these extensions might impact a team’s brand has not yet been examined. As any change in the team’s brand image will affect their ability to generate revenue, it is important to understand the impact that extensions have on the team’s brand. Therefore, this study...Read more

  • Artemis Apostolopoulou
    Matt Biggers

    No other team in sports has had to endure the relocation odyssey that the New Orleans franchise has lived through. The Hornets were born when North Carolina businessman George Shinn was awarded one of four NBA expansion franchises on April 1, 1987, and began play in Charlotte, North Carolina in 1988. As the owner of the team from its inception and the subsequent 14 seasons in Charlotte, Shinn officially filed an application with the NBA on January 17, 2002, to move the Hornets to New Orleans, Louisiana, beginning with the 2002-03 season. Four months later, the NBA’s Board of Governors...Read more