...Wenjing Liu; Fuxing Zhai; Yufei Bai; Jing Guan Purpose While sports events have emerged as new drivers for economic growth, previous studies have primarily focused on evaluating the direct economic benefits of such events. Few research has examined how policy intervention may amplify the economic...

... of a set of sporting events represents an important innovation in the development of city marketing. This paper analyzing the scarce literature on event portfolio provides the main elements to benefit from this innovative strategy to achieve sustainable sports tourism for host cities. Among the innovative...

...Shanshan Lu; Weiwei Zhu; Jiuchang Wei Purpose This research aims to explore ways to build a corporate media reputation by sponsoring a sports event (i.e. a marathon), by examining the effects of communication intensity, CEO commitment and cause fit that are most conducive to helping a sponsor gain...

...Elias Ertz; Regina Viola Frey Cordes; Marion Buettgen Purpose Little is known about the comparative effectiveness of official sports event sponsorship, sports team sponsorship and ambush marketing (AM). The purpose of this paper is therefore to examine and compare the effectiveness of those three...

... to their game day experiences, perceptions, and thoughts about their identity as a spectator. Several previous research studies have used a qualitative approach to learn more about the experience of females at sport events. For example, Balfour (2012) examined the experiences of female fans of Major League...

...Kirstin Hallmann; Kyriaki Kaplanidou; Christoph Breuer Sports events are tourist attractions and their image components can relate to the destination image concept and structure. This study examined sports event images held by active and passive sports tourists at four marathon races in Germany...

... sports fans sports events Effects of atmosphere at major sports events: a perspective from environmental psychology RESEARCH PAPER Keywords atmosphere environmental psychology sports stadium sports fans sports events Sebastian Uhrich Institute of Marketing & Services Research University of Rostock...

...John Deane This study has sought to examine the issue of 'brand image' and its potential impact on sports sponsorship. In particular, brand personality of a sports event and sponsor are considered in relation to sponsor-event fit and image transfer. The study proposes that if there are strong links...