International Journal of Sport Management and Marketing http://www.inderscience.com/browse/index.php?journalID=102&year=2011&vol=10&issue=3/4 Inderscience Publishers Ltd en-uk International Journal of Sport Management and Marketing 1475-8962 1740-2808 © 2011 Inderscience Publishers Ltd editor@inderscience.com https://www.inderscience.com/images/files/coverImgs/ijsmm_scoverijsmm.jpg http://www.inderscience.com/browse/index.php?journalID=102&year=2011&vol=10&issue=3/4 http://www.inderscience.com/link.php?id=44794 Sport marketers have acknowledged the popularity of online social networks, but have struggled with transforming them into viable revenue generators. Using celebrity athletes to promote products via online social networks such as Twitter may represent one potential revenue opportunity. This study examined how Lance Armstrong and Serena Williams used Twitter for promotional purposes and utilised content analysis to analyse their combined 7,202 Twitter messages. The celebrity athletes wrote promotional messages 12% of the time, primarily to promote their corporate sponsors and products, charitable organisations and personal activities. Twitter represents a unique marketing resource and communication channel for celebrity athlete product endorsements. 'It's incredible – trust me': exploring the role of celebrity athletes as marketers in online social networks
Marion E. Hambrick; Tara Q. Mahoney
International Journal of Sport Management and Marketing, Vol. 10, No. 3/4 (2011) pp. 161 - 179
Sport marketers have acknowledged the popularity of online social networks, but have struggled with transforming them into viable revenue generators. Using celebrity athletes to promote products via online social networks such as Twitter may represent one potential revenue opportunity. This study examined how Lance Armstrong and Serena Williams used Twitter for promotional purposes and utilised content analysis to analyse their combined 7,202 Twitter messages. The celebrity athletes wrote promotional messages 12% of the time, primarily to promote their corporate sponsors and products, charitable organisations and personal activities. Twitter represents a unique marketing resource and communication channel for celebrity athlete product endorsements.

]]> 10.1504/IJSMM.2011.044794 International Journal of Sport Management and Marketing, Vol. 10, No. 3/4 (2011) pp. 161 - 179 Marion E. Hambrick; Tara Q. Mahoney Health and Sport Sciences, University of Louisville, HP/Studio Arts Room 104, Louisville, KY 40292, USA. ' Health and Sport Sciences, University of Louisville, HP/Studio Arts Room 110, Louisville, KY 40292, USA celebrity athletes celebrities social media internet world wide web social networking mobile phones cell phones mobile technologies online social networks product endorsements Twitter sport marketers revenue generators product promotion revenue opportunities Lance Armstrong Serena Williams road racing professional cyclists cycling tennis players content analysis promotional messages corporate sponsors charitable organisations charities personal activities marketing resources communication channels sport management sport marketing emerging technologies. 2012-01-09T23:20:50-05:00 10 3/4 161 179 2012-01-09T23:20:50-05:00 http://www.inderscience.com/link.php?id=44789 The popularity of the video aggregation website YouTube has led some sporting organisations to establish a presence on the site. These can come in the form of channels, web pages that host all of a user's video clips. Other YouTube users can subscribe to these channels, meaning a channel's updates appear on a user's YouTube home page. Among the entities utilising this inexpensive way of disseminating video messages is 16-year-old professional soccer league Major League Soccer (MLS). Researchers examined whether a sport organisation (i.e., MLS) can use such a website to practice agenda-setting through the posting of certain kinds of videos. Results showed that agenda-setting is being accomplished on a small scale, but can potentially be accomplished on a larger scale by using YouTube as if it were a traditional mass medium. Set the agenda like Beckham: a professional sports league's use of YouTube to disseminate messages to its users
Matthew H. Zimmerman; Galen E. Clavio; Choong Hoon Lim
International Journal of Sport Management and Marketing, Vol. 10, No. 3/4 (2011) pp. 180 - 195
The popularity of the video aggregation website YouTube has led some sporting organisations to establish a presence on the site. These can come in the form of channels, web pages that host all of a user's video clips. Other YouTube users can subscribe to these channels, meaning a channel's updates appear on a user's YouTube home page. Among the entities utilising this inexpensive way of disseminating video messages is 16-year-old professional soccer league Major League Soccer (MLS). Researchers examined whether a sport organisation (i.e., MLS) can use such a website to practice agenda-setting through the posting of certain kinds of videos. Results showed that agenda-setting is being accomplished on a small scale, but can potentially be accomplished on a larger scale by using YouTube as if it were a traditional mass medium.

]]> 10.1504/IJSMM.2011.044789 International Journal of Sport Management and Marketing, Vol. 10, No. 3/4 (2011) pp. 180 - 195 Matthew H. Zimmerman; Galen E. Clavio; Choong Hoon Lim Indiana University, Indiana University Sport Management, 1025 E. 7th Street, HPER 112, Bloomington, IN 47405-7109, USA. ' Indiana University, Indiana University Sport Management, 1025 E. 7th Street, HPER 112, Bloomington, IN 47405-7109, USA. ' Indiana University, Indiana University Sport Management, 1025 E. 7th Street, HPER 112, Bloomington, IN 47405-7109, USA YouTube videos video-sharing internet world wide web Major League Soccer MLS professional football USA United States agenda-setting online videos David Beckham footballers sports leagues message dissemination video aggregation websites sporting organisations web presence video channels web pages video clips mass medium sport management sport marketing emerging technologies. 2012-01-09T23:20:50-05:00 10 3/4 180 195 2012-01-09T23:20:50-05:00 http://www.inderscience.com/link.php?id=44790 An extensive body of academic literature has acknowledged the importance that relationship marketing, community alliances and mass communications play in the marketing and branding of professional sport organisations. However, little has been directed at recent media developments and the degree to which they affect professional sport organisations. The present case study examines the ways in which three professional clubs from two different sporting codes are leveraging traditional marketing approaches as well as adapting to emergent technologies and an increasingly media-driven consumer-base. Responses clearly demonstrate the blending of traditional marketing strategies and technology, including social media, in an effort to convert and build fruitful long-term club-supporter relationships. Furthermore, the complexities faced by the marketers of professional sport organisations become exacerbated by the very rapid changes taking place among new generations of professional sport consumers. Opportunity or obstacle? A preliminary study of professional sport organisations in the age of social media
Michelle O'Shea; Abel Duarte Alonso
International Journal of Sport Management and Marketing, Vol. 10, No. 3/4 (2011) pp. 196 - 212
An extensive body of academic literature has acknowledged the importance that relationship marketing, community alliances and mass communications play in the marketing and branding of professional sport organisations. However, little has been directed at recent media developments and the degree to which they affect professional sport organisations. The present case study examines the ways in which three professional clubs from two different sporting codes are leveraging traditional marketing approaches as well as adapting to emergent technologies and an increasingly media-driven consumer-base. Responses clearly demonstrate the blending of traditional marketing strategies and technology, including social media, in an effort to convert and build fruitful long-term club-supporter relationships. Furthermore, the complexities faced by the marketers of professional sport organisations become exacerbated by the very rapid changes taking place among new generations of professional sport consumers.

]]> 10.1504/IJSMM.2011.044790 International Journal of Sport Management and Marketing, Vol. 10, No. 3/4 (2011) pp. 196 - 212 Michelle O'Shea; Abel Duarte Alonso School of Management, University of Western Sydney, Locked Bag 1797, Penrith South DC, NSW 2571, Australia. ' School of Management, University of Western Sydney, Locked Bag 1797, Penrith South DC, NSW 2571, Australia professional sport organisations marketers fans social media opportunities challenges relationship marketing community alliances mass communications branding brands professional clubs sporting codes media-driven bases consumer bases long-term relationships club-supporter relationships sport consumers internet world wide web blogs blogging social networking networks National Rugby League Hyundai A-League Australia football soccer sport management sport marketing emerging technologies. 2012-01-09T23:20:50-05:00 10 3/4 196 212 2012-01-09T23:20:50-05:00 http://www.inderscience.com/link.php?id=44791 Media coverage for the 2010 World Cup in South Africa included US-based sports television network ESPN. Along with its television coverage, ESPN's website featured two blogs, specifically dedicated to the coverage of the 2010 World Cup. However, ESPN was not the only online outlet covering the event. Therefore, using agenda-setting theory, this study attempted to determine if the nature of World Cup coverage differed significantly between ESPN.com blogs (i.e., mainstream media) and blogs from a popular soccer website, BigSoccer.com (i.e., independent-fan media). Results indicated differences among secondary foci. Also, there was an overall trend to give increased coverage to countries that played fewer matches than the World Cup finalists. The implications of these findings will be discussed further. Agenda-setting and La Copa Mundial: marketing through agenda-setting on soccer blogs during the 2010 World Cup
Lauren M. Burch; Evan L. Frederick; Matthew H. Zimmerman; Galen E. Clavio
International Journal of Sport Management and Marketing, Vol. 10, No. 3/4 (2011) pp. 213 - 231
Media coverage for the 2010 World Cup in South Africa included US-based sports television network ESPN. Along with its television coverage, ESPN's website featured two blogs, specifically dedicated to the coverage of the 2010 World Cup. However, ESPN was not the only online outlet covering the event. Therefore, using agenda-setting theory, this study attempted to determine if the nature of World Cup coverage differed significantly between ESPN.com blogs (i.e., mainstream media) and blogs from a popular soccer website, BigSoccer.com (i.e., independent-fan media). Results indicated differences among secondary foci. Also, there was an overall trend to give increased coverage to countries that played fewer matches than the World Cup finalists. The implications of these findings will be discussed further.

]]> 10.1504/IJSMM.2011.044791 International Journal of Sport Management and Marketing, Vol. 10, No. 3/4 (2011) pp. 213 - 231 Lauren M. Burch; Evan L. Frederick; Matthew H. Zimmerman; Galen E. Clavio Indiana University-Bloomington, 1025 E. 7th Street, HPER 112, Bloomington, IN 47405, USA. ' Indiana University-Bloomington, 1025 E. 7th Street, HPER 112, Bloomington, IN 47405, USA. ' Indiana University-Bloomington, 1025 E. 7th Street, HPER 112, Bloomington, IN 47405, USA. ' Indiana University-Bloomington, 1025 E. 7th Street, HPER 112, Bloomington, IN 47405, USA agenda-setting online media World Cup 2010 social media internet world wide web soccer blogs blogging social networking networks Entertainment and Sports Programming Network ESPN cable television USA United States BigSoccer websites mainstream media independent media content analysis sport communication La Copa Mundial International Federation of Association Football FIFA South Africa television coverage fan media competition finalists football teams football matches sport management sport marketing emerging technologies. 2012-01-09T23:20:50-05:00 10 3/4 213 231 2012-01-09T23:20:50-05:00 http://www.inderscience.com/link.php?id=44792 This research examined the motivation aspects of a large and growing phenomenon that is fantasy sport. Through the lens of the uses and gratifications approach and using mixed methods research, motivations of the fantasy sport user were analysed. Qualitative online focus groups and a quantitative survey were administered to develop, validate, and explore fantasy sport motivations. The results revealed the top three motivating factors as fanship, competition, and social sport and the bottom three as fan expression, ownership, and escape. The factors of competition, achievement, and surveillance had significant positive correlations with overall satisfaction while the factors of competition and camaraderie had significant positive correlations with future intentions. This research provides more information and insight into the burgeoning field of fantasy sport. The results of this study provide practitioners a more comprehensive view into the attitudes, feelings, and motives of the fantasy sport user. Both academic and practical implications are highlighted. Beyond touchdowns, homeruns, and three-pointers: an examination of fantasy sport participation motivation
Brody J. Ruihley; Robin L. Hardin
International Journal of Sport Management and Marketing, Vol. 10, No. 3/4 (2011) pp. 232 - 256
This research examined the motivation aspects of a large and growing phenomenon that is fantasy sport. Through the lens of the uses and gratifications approach and using mixed methods research, motivations of the fantasy sport user were analysed. Qualitative online focus groups and a quantitative survey were administered to develop, validate, and explore fantasy sport motivations. The results revealed the top three motivating factors as fanship, competition, and social sport and the bottom three as fan expression, ownership, and escape. The factors of competition, achievement, and surveillance had significant positive correlations with overall satisfaction while the factors of competition and camaraderie had significant positive correlations with future intentions. This research provides more information and insight into the burgeoning field of fantasy sport. The results of this study provide practitioners a more comprehensive view into the attitudes, feelings, and motives of the fantasy sport user. Both academic and practical implications are highlighted.

]]> 10.1504/IJSMM.2011.044792 International Journal of Sport Management and Marketing, Vol. 10, No. 3/4 (2011) pp. 232 - 256 Brody J. Ruihley; Robin L. Hardin School of Human Services, University of Cincinnati, P.O. Box 210068, Cincinnati, OH 45221-0068, USA. ' Department of Kinesiology, Recreation, and Sport Studies, University of Tennessee, 1914 Andy Holt Ave., Room 335, Knoxville, TN, 37996, USA fantasy sport uses gratifications mixed methods research online focus groups motivation virtual focus groups web based focus groups internet world wide web sport participation motivating factors fanship competition social sport fan expression ownership escape achievement surveillance positive correlations overall satisfaction camaraderie future intentions United States USA Florida Indiana Kentucky Maryland Ohio Tennessee sport management sport marketing emerging technologies. 2012-01-09T23:20:50-05:00 10 3/4 232 256 2012-01-09T23:20:50-05:00 http://www.inderscience.com/link.php?id=44793 E-commerce has become a key element of most sport websites, yet sport websites are expected to do more than sell merchandise. Consequently, sport marketers are faced with a delicate balancing act between ease of use and provision of exciting, multimedia content to meet the needs of their consumers. Eye-tracking technology is used in this study to identify elements that enhance or interfere with website usability. Users were provided with a purchase intention and measures of fixation on relevant areas of interest were collected. Retrospective think alouds provided users a chance to explain their attention patterns. Size, placement, and active links were identified as important features of useability. Experienced online shoppers and women were more likely to focus on the shopping task, and less likely to be distracted by the sport-related features of the site. Implications for using eye-tracking technology for sport marketing are discussed. Understanding website useability: an eye-tracking study of the Vancouver 2010 Olympic Games website
B. Christine Green; Nicholas Murray; Stacy Warner
International Journal of Sport Management and Marketing, Vol. 10, No. 3/4 (2011) pp. 257 - 271
E-commerce has become a key element of most sport websites, yet sport websites are expected to do more than sell merchandise. Consequently, sport marketers are faced with a delicate balancing act between ease of use and provision of exciting, multimedia content to meet the needs of their consumers. Eye-tracking technology is used in this study to identify elements that enhance or interfere with website usability. Users were provided with a purchase intention and measures of fixation on relevant areas of interest were collected. Retrospective think alouds provided users a chance to explain their attention patterns. Size, placement, and active links were identified as important features of useability. Experienced online shoppers and women were more likely to focus on the shopping task, and less likely to be distracted by the sport-related features of the site. Implications for using eye-tracking technology for sport marketing are discussed.

]]> 10.1504/IJSMM.2011.044793 International Journal of Sport Management and Marketing, Vol. 10, No. 3/4 (2011) pp. 257 - 271 B. Christine Green; Nicholas Murray; Stacy Warner The University of Texas at Austin, 1 University Station, D3700, Austin, Texas 78712, USA . ' 166 Minges Coliseum, East Carolina University, Greenville, NC 27858, USA. ' 166 Minges Coliseum, East Carolina University, Greenville, NC 27858, USA web marketing eye-tracking Winter Olympics 2010 Vancouver Canada Olympic Games sporting events online shopping web retailing visual attention electronic commerce e-commerce virtual shopping internet world wide web website usability sport websites merchandise sport marketers multimedia content consumers consumer needs purchase intentions fixation measures retrospective think alouds attention patterns placement active links experienced shoppers online shoppers women gender shopping tasks distractions sport-related features sport management sport marketing emerging technologies. 2012-01-09T23:20:50-05:00 10 3/4 257 271 2012-01-09T23:20:50-05:00 http://www.inderscience.com/link.php?id=44795 With rights fees increasing and leverage costs far exceeding initial sponsorship investments, companies need to find alternative ways to reach their target market and communicate effectively and efficiently. Corporate sponsors often implement and utilise new media and technology in order to engage consumers, develop brand awareness, and provide unique content opportunities. The purpose of this article is twofold. First, to provide a review of exchange theory as it relates to activational leverage of corporate sponsorship. Second, the article will highlight three categories of new media and technology corporate sponsors can utilise when conducting activational leverage of their brands: 1) in-venue devices and smartphone applications; 2) social media; 3) stadium technology. The article will focus on how in-venue devices and smartphone applications, social media, and stadium technology can be used from an exchange perspective to actively leverage corporate sponsorships and enhance relationship marketing in sport. New media and technology use in corporate sport sponsorship: performing activational leverage from an exchange perspective
Windy Dees
International Journal of Sport Management and Marketing, Vol. 10, No. 3/4 (2011) pp. 272 - 285
With rights fees increasing and leverage costs far exceeding initial sponsorship investments, companies need to find alternative ways to reach their target market and communicate effectively and efficiently. Corporate sponsors often implement and utilise new media and technology in order to engage consumers, develop brand awareness, and provide unique content opportunities. The purpose of this article is twofold. First, to provide a review of exchange theory as it relates to activational leverage of corporate sponsorship. Second, the article will highlight three categories of new media and technology corporate sponsors can utilise when conducting activational leverage of their brands: 1) in-venue devices and smartphone applications; 2) social media; 3) stadium technology. The article will focus on how in-venue devices and smartphone applications, social media, and stadium technology can be used from an exchange perspective to actively leverage corporate sponsorships and enhance relationship marketing in sport.

]]> 10.1504/IJSMM.2011.044795 International Journal of Sport Management and Marketing, Vol. 10, No. 3/4 (2011) pp. 272 - 285 Windy Dees University of Miami, P.O. Box 248065, Coral Gables, FL 33124, USA relationship marketing sport communication sport sponsorship sponsorship activation sponsorship effectiveness new media social media internet world wide web social networking networks mobile phones cell phones mobile technologies new technology corporate sponsors activational leverage exchange perspectives rights fees leverage costs initial investments sponsorship investments target markets consumer engagement brand awareness content opportunities brands in-venue devices smartphone applications stadium technology USA United States sport management sport marketing emerging technologies. 2012-01-09T23:20:50-05:00 10 3/4 272 285 2012-01-09T23:20:50-05:00 http://www.inderscience.com/link.php?id=44803 The sport industry has identified the importance of using the internet as a tool that can benefit the organisation. Much like the purpose of entering into sponsorship of sporting events, corporate partners are also attracted to the opportunities that professional sport team websites offer to fulfil similar objectives. The major purpose of this research is to explore the various ways in which sponsor logos are represented across professional sport websites and to extend previous advertising research, specifically the work developing advertising attribute typologies. The subjects for this research are professional sport websites and a qualitative approach is adopted with a content analysis as the main method of analysis used. To ensure reliability and validity within the coding instruments used, percentage agreement and Cohen's kappa were adopted as indexes to verify this. The findings show sponsors' logos exist on most professional sport websites and are represented in a variety of ways. Furthermore, a typology for sponsor representation and location across sport websites has been established to present a reliable foundation for future research in the area of consumer attitudes, behaviour and response towards sponsors and their presence on sport websites. A content analysis of sponsor representation across professional sport websites: extension of attribute typology
David Berardone; Sheila Nguyen; Paul Turner
International Journal of Sport Management and Marketing, Vol. 10, No. 3/4 (2011) pp. 286 - 305
The sport industry has identified the importance of using the internet as a tool that can benefit the organisation. Much like the purpose of entering into sponsorship of sporting events, corporate partners are also attracted to the opportunities that professional sport team websites offer to fulfil similar objectives. The major purpose of this research is to explore the various ways in which sponsor logos are represented across professional sport websites and to extend previous advertising research, specifically the work developing advertising attribute typologies. The subjects for this research are professional sport websites and a qualitative approach is adopted with a content analysis as the main method of analysis used. To ensure reliability and validity within the coding instruments used, percentage agreement and Cohen's kappa were adopted as indexes to verify this. The findings show sponsors' logos exist on most professional sport websites and are represented in a variety of ways. Furthermore, a typology for sponsor representation and location across sport websites has been established to present a reliable foundation for future research in the area of consumer attitudes, behaviour and response towards sponsors and their presence on sport websites.

]]> 10.1504/IJSMM.2011.044803 International Journal of Sport Management and Marketing, Vol. 10, No. 3/4 (2011) pp. 286 - 305 David Berardone; Sheila Nguyen; Paul Turner Sport Management Program, School of Management and Marketing, Deakin University, 221 Burwood Highway Burwood Vic 3125, Australia. ' Sport Management Program, School of Management and Marketing, Deakin University, 221 Burwood Highway Burwood Vic 3125, Australia. ' Sport Management Program, School of Management and Marketing, Deakin University, 221 Burwood Highway Burwood Vic 3125, Australia sponsorship sport websites typologies professional sport sponsor logos content analysis sponsor representation attribute typology internet world wide web sporting events corporate partners sport teams advertising coding instruments percentage agreements Jacob Cohen kappa coefficient consumer attitudes consumer behaviour consumer responses Australia USA United States sport management sport marketing emerging technologies. 2012-01-09T23:20:50-05:00 10 3/4 286 305 2012-01-09T23:20:50-05:00