...Ceyda Mumcu; Nancy Lough Purpose Niche sports such as women's professional sport leagues face many challenges to developing and expanding their fan base. Understanding sport fans, segmenting consumer bases and targeting them effectively can assist in both developing the fan base and competing...

...Veronika Schwarzenberger; Kenneth Hyde This study investigates the role that sports brands play in building group identity within a niche sports subculture, via research from two different trail running events. Participants exhibit some of the characteristics of an activity-based subculture...

...Greg P Greenhalgh; T. Christopher Greenwell This study surveys professional niche sports sponsors in an effort to empirically understand what selection criteria these companies deem important when evaluating professional niche sports sponsorship proposals. Findings suggest that professional niche...