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Keywords: Tournament
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2023) 24 (1): 74–89.
Published: 30 June 2022
...Endzhe Latypova; Hirotaka Matsuoka Purpose While the tournament format is common within organized sports, little is known about the supporting behavior of tournament event fans. The defeat of the supported team and its' subsequent elimination could influence how fans associate themselves...

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