Sports Sponsorship and Branding: Global Perspectives and Emerging Trends

Cover
Half Title
Series Page
Title Page
Copyright Page
Table of Contents
List of Contributors
Chapter 1: Emerging Trends in Sport Sponsorship and Branding: An Introduction
	Introduction
	Sponsorship and Branding in Sport Events
	Endorsements
	Building a Brand on Social Network Sites
	Closing Remarks
	References
Part I: Sponsorship and Branding
	Chapter 2: Advertising Investment through Sport Media
		Introduction
		Sporting Events as the Driving Force
		Advertising Investors’ Challenges
		Advantages and Returns of Investing
		Relationship between Advertising and Sporting Events
		Discussion
		References
	Chapter 3: Sponsorship Strategies and Branding in Esports
		Introduction
			Sponsorship
		SWOT Analysis of the Esports Industry
		Viewership of Esports
			Market Segmentation
			Social Media Marketing in Esports
		Sponsorship Strategies
			Who Are the Major Esports Sponsors Today?
				Esports and Endemic Sponsors
				Esports and Non-Endemic Sponsors
			Endemic and Non-Endemic Development through Time
			Branding through Esports
		Conclusion
		References
	Chapter 4: Antecedents and Outcomes of Sponsorship in the Context of Esports
		Introduction
		Review of Literature
			Esports and Leisure Involvement
			Evaluation of Sponsorship Effectiveness
			Sponsorship Outcomes
				Involvement
				Sponsorship Awareness
				Attitude towards Sponsors (Image) and Purchase Intentions
				Perceived Fit between Sponsor and Sponsored Entity
			Models of Sponsorship Evaluation
		Case Study: Consumers of Esports
			Sociodemographic Profile
		Discussion
		References
	Chapter 5: Emergence of Logo-Less Branding: Application to the Context of Sports
		Introduction
		The Concept of Branding
		Emerging Trend of Logo-Less Branding
		Discussion
		References
	Chapter 6: Sports Sponsorship and Brand Value: A Case Analysis of Tahincioğlu Basketball Super League Name Sponsorship
		Introduction
		Review of Literature
			Concept of Brand, Branding, and Brand Equity
			Impact of Sponsorship on Branding
		Method
		Results
		Discussion
		References
	Chapter 7: Passion in the Branding of International Football Clubs
		Passion in the Branding of International Football Clubs
		Review of Literature
			Dualistic Model of Passion
		Method
		Findings and Discussion
			Passion Feature 1 (Distinctive Activity) and Passion Feature 2 (Self-Identity)
			Passion Feature 3 (Enduring Fondness) and Passion Feature 4 (Energy and Effort)
			Passion Feature 5 (Valued and Meaningful) and Passion Feature 6 (Motivational)
			Passion Feature 7 (Adaptive and Maladaptive Outcomes)
		Conclusion
		References
	Chapter 8: Student-Athlete Name, Image, and Likeness (NIL): Sponsorship Opportunities and Challenges
		Introduction
		Sponsorship Practice
		Sponsorship and College Sports Economics
		The Name, Image, and Likeness Regulatory Environment
		Discussion
		References
	Chapter 9: Impact of Perceived Functional and Image Fit on Consumer-Focused Effectiveness for New NBA Sponsorship
		Introduction
		Review of Literature
			Functional Fit vs. Image Fit
			Covariates
			Consumer-Focused Outcomes
		Method
			Stimuli
			Participants
			Measures
		Results
		Discussion
			Managerial Implications
		Appendix A
		References
Part II: Emerging Trends
	Chapter 10: Harnessing the Power of Machine Learning in Sport Consumer Behavior Research
		Introduction
		A Primer in Machine Learning
			Benefits of Machine Learning
			Challenges of Machine Learning
			Types of Machine Learning
		Enhancing the Scientific Rigor of SCBR with Machine Learning
			Causal Inference in SCBR
			Causal Inference with Machine Learning
			Theory Development with Machine Learning and Visualized Storytelling
		An Empirical Illustration
		Concluding Remarks
		References
	Chapter 11: Consumerisation of Information Technologies in Sports: Opportunities and Challenges in the Age of Digital Natives
		Introduction
		The Concept of “Consumerisation of Information Technologies”
		Consumerisation of IT in Sports
			CoIT for Sport Spectators
			CoIT for Athletes
			CoIT for Sport Participants
			CoIT for Non-Athlete Sport Employees
		Conclusions and Future Implications
		References
	Chapter 12: Sports Information, Social Communication, and Protection of the Olympic Brand: IOC Guidelines on Using Social Media during Olympic Games
		Introduction
		Social Communication
			Between Information and Commercial Communication
		Sports and Social Media
		Tokyo 2020 Summer Games: Rules and Limits of Massive Social Media Use
		IOC Guidelines on Social and Digital Media
			Social Media Content
			Regulatory Framework
			Personal Use and Penalties
		Conclusion
		References
	Chapter 13: Supplemental Attractions to Foreign Sporting Event Participants: Lessons in Branding from a Case Study of the World Rafting Championship in Japan
		Introduction
		Review of Literature
			Flow-on/supplemental tourism
			Cultural Experience
			Sport Event Careers
			Bundling Sport Events and Leveraging
			Segmentation of Leisure Behavior
		Research Questions
		Method
			Sample
			Questionnaire
			Data Analyses
		Results
		Discussion
		References
	Chapter 14: Sport Migration Influences on Cultural Brand Image: A Quantitative World-Systems Analysis
		Introduction
		Review of Literature
			World-Systems Theory
			World Rankings
			Registered Players and Youth
			Competitive Balance
			Fan Attendance
		Method
		Results and Discussion
			Czechs Playing in the Top Czech League
			Foreigners Playing in the Top Czech League
			Czechs Playing Outside the Country
			Registered Players and Registered Youth
			World Ranking
			Competitive Balance
			Average Attendance
			Sports Management Implications
		Conclusion
		References
	Chapter 15: Impacts of COVID-19 on Sports and Sponsorship
		Introduction
			Sports Events
			Elite Athletes
			Sports Media
			Sports and Leisure
			Sport and Society
		Impact of COVID-19 on Sports Marketing Mix
			Product
			Price
			Place and Distribution
			Promotion
		Impact of COVID-19 on Sports Sponsorship
		Conclusion
		References
	Chapter 16: Resilience in the Face of Adversity: Examining the Effects of COVID-19 on Physical Activity and the Sporting Industry in Singapore
		Introduction
		Method
		Results and Discussion
		Conclusion
		References
Index