Special Issue on: "Sport Participation Management and Marketing"
Dr. Jonathan M. Casper, North Carolina State University, USA
In its August 2005 report entitled, “Strengthening Canada: The Socio-Economic Benefits of Sport Participation in Canada,” the Conference Board of Canada highlighted four categories of benefits from sport participation: health, social cohesion, skills, and economic impact.
Recently, the sport participation benefits of health and economic impact in particular have begun to receive more attention. For example, participation data suggest that in any year over 50% of the United States population participate in some sport regularly, and this participation generates a considerable amount of economic activity (Humphries & Ruseski, 2008).
Additionally, “Active Living” and increasing the number of those who participate in sport has become a topical and even political issue in many countries as competition for an individual’s leisure time increases, and obesity and sedentary activities become more prevalent (Sport Marketing Surveys, 2011).
While sport participation holds both health and economic importance, and while policy level action has been in place (e.g., Canada’s 2005 Healthy Living and Sport Participation marketing strategy), sport management literature has not kept up with recent actions. For example, while it is assumed that sport involvement increases physical activity levels and contributes to obesity-related efforts, little academic research has documented such linkages. Additionally, marketing strategy differs for a spectator-based product versus a participant-based product, and more participation-specific research is warranted.
Given this wide range of potential avenues of research, both theoretical and empirical studies using either quantitative or qualitative techniques are welcomed for this special issue.
This special issue aims to expand the knowledge of sport participation marketing in a broad context. Appropriate perspectives for this special issue may include, but are not limited to:
- Policy-level analysis of marketing sport participation
- Drivers and constraints to sport participation
- Unique marketing and promotions related to participation sport
- Segmentation analysis of sport participants
- Marketing and sport participation with special populations (e.g., senior/masters level or those with disabilities) and minority groups
- Psychological outcomes from participation
- Physiological/health related outcomes of sport participation
Notes for Prospective Authors
Submitted papers should not have been previously published nor be currently under consideration for publication elsewhere. (N.B. Conference papers may only be submitted if the paper was not originally copyrighted and if it has been completely re-written).
All papers are refereed through a peer review process. A guide for authors, sample copies and other relevant information for submitting papers are available on the Author Guidelines page
Deadline for Submission: December 31, 2011
Editors and Notes
All papers must be submitted online. To submit a paper, please read our information on preparing and submitting articles. If you experience any problems submitting your paper online, please contact email@example.com, describing the exact problem you experience. (Please include in your email the title of the Special Issue, the title of the Journal and the name of the Guest Editor)