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Keywords: Action sports
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2025) 26 (1): 22–36.
Published: 10 September 2024
...Willem Standaert; Elena Mazurova Purpose This study aims to identify how the use of digital technology for performance and commercial aspects of action sports can both create and destruct value. Design/methodology/approach Exploratory research based on 30 interviews with coaches, athletes...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2008) 9 (2): 38–51.
Published: 01 January 2008
...Yong Jae Ko; Hyewon Park; Cathryn L Claussen Action sports are beginning to acquire the status of mainstream sports and are increasingly recognised as a profitable enterprise by both the sports industry and the business industry. The purpose of this study is to analyse motivation of action sports...

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