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Keywords: Behaviour support
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Journal Articles
Esports and Olympic Games: a cross-cultural exploration of the player support behaviour towards the Olympics
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2023) 24 (4): 700–721.
Published: 20 April 2023
... Behaviour support Portugal Brazil Japan The intention to include esports in the Olympics is part of the IOC's current sustainable and strategic aim to make the Olympic program more “youth-friendly” and “inclusive” (Tjønndal and Skauge, 2021). Issues such as gender equality, reaching younger...
