... the management process of AM in sport from the ambusher's perspective. Design/methodology/approach The study applies a qualitative, explanatory single-case study approach focusing on a campaign at the 2024 UEFA EURO. Data collection was conducted sequentially through semi-structured in-depth interviews...

...Joern Schlimm; Sebastiano Mereu; Christoph Breuer Purpose Sports organizations have a strategic interest in utilizing video games as a means to generate commercial opportunities and increase participation in their respective sports. This study aims to investigate the specific features of sports...

...T. Bettina Cornwell; Ravi Pappu; Eric Setten Purpose The purpose of this paper is to better understand how consumers perceive and process danger in American football and why they continue to enjoy watching the sport given society’s increased understanding of the danger to the athletes. Design...

... career but having secondary education increases the chances of continuing as an entrepreneur. Research limitations/implications First, the study aims to shed light on success factors in career transition of professional football players who engage in a dual career. Second, the authors introduce sport...

...Alejandro Lara-Bocanegra; M. Rocío Bohórquez; Jerónimo García-Fernández Purpose The main aim of this study was to analyze and establish the state of the question about entrepreneurship and intrapreneurship in sport, identify the role of innovation in both of them, as well as to determine...

...Geoff Dickson; James Jianhui Zhang Purpose Although both sports and cities have transformed over the last century, research on the intersection of sports and urban development remains scarce. This special issue was designed to advance a research agenda in relation to sports and urban development...

...Karin Book; Gustav Svanborg Edén Purpose The purpose of this paper is to examine how skateboarding as a community, sport and cultural phenomenon can become integrated into and drive the development, branding and marketing of a city (Malmö). Design/methodology/approach This paper is produced...

... 07 07 2016 27 11 2016 24 02 2017 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Sport Sport marketing Sport sponsorship Fans Sponsorship brand experience Team brand experience There has been a growing investment...

...Sandra C Jones Alcohol sponsorship of sport is common in Australia, with much debate about the appropriateness of linking sport with alcohol advertising and promotion. This paper provides examples of such sponsorships to appreciate the extent and nature of the complex relationship between sport...

... in predicting levels of loyalty, while five factors - Vicarious Achievement, Player Interest, Entertainment Value, Drama and Socialisation - predicted game-day attendance. This study illustrates the applicability of the Sport Interest Inventory developed in North America to understand motivational factors...

...Daniel C. Funk; Makoto Nakazawa; Daniel F. Mahony; Robert Thrasher This paper examines the impact of the national sports lottery (toto) in 2001 and the 2002 FIFA World Cup for the Japan Professional Soccer League - J. League. In 2001 J. League attendances grew dramatically and were sustained...

... that emerge when global sport-advertising campaigns are released within local cultural settings. The purpose of the paper is to move beyond the “think global, act local” adage by examining the politics and contradictions associated with local regulatory control of global sport advertisements in a specific...