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Keywords: NFL
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2025) 26 (4): 786–802.
Published: 29 July 2024
... Services (AWS) sponsorship with the National Football League (NFL). This sponsorship features functional congruence, which is when a sponsor has a participatory role in performing services for the property. Design/methodology/approach The AWS sponsorship with the NFL is captured by examining specially...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2023) 24 (5): 1021–1038.
Published: 08 September 2023
... Football League (NFL) teams’ Instagram posts to understand how sport teams can utilize social media to drive customer engagement. Design/methodology/approach Guided by uses and gratification theory, the author employs a machine learning algorithm to assess the content of NFL teams’ posts from the 2013...
