... © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Marketing performance Mega sport event Soccer Sponsorship Sport Sport marketing Funding: The authors declare that no funds, grants or other support were received for this study...

... video games (SVGs) that may significantly influence gamers’ desire to own virtual items, their Willingness to Pay (W2P) for these items and their participation in real-life soccer activities. The research also considers generational cohorts, and the amount of time gamers spend playing video games...

... pace of technological advancements has elevated these digital platforms from a supplementary role to a pivotal position within strategic management frameworks. The existing literature explores how football clubs can utilize social media, but analyzing social media strategies within the context...

...Ana Sofia Ramos; Jonas Hammerschmidt; Antonio Sérgio Ribeiro; Francisco Lima; Sascha Kraus Purpose The purpose of this longitudinal study is to examine the dual career and entrepreneurial experiences of professional football players and their influence on the career transition process...

.... Design/methodology/approach The paper relies on an analysis of 24 historical cases and 19 in-depth interviews focusing on the Dutch soccer league. Several sponsorship disruptors are identified and clustered into four categories. Findings The four categories for sponsorship dissolution...

...Stephen Hills; Bob Heere; Matt Walker Purpose The decision by the British Olympic Association to enter a soccer team into the Olympic Games of 2012, having not participated in the Olympic soccer competition since 1960, provided an opportunity to study representation as a predictor of fan...

...Yan Feng; Jia Lu; Yeujun Yoon Purpose Experiences of high quality games between top-class sports teams could influence sports fans’ decision to attend the domestic sports games. For example, soccer fans who watched the World Cup games between the best national teams are likely to be disappointed...

... soccer clubs. However, the actual competitive balance in this league has come under scrutiny in recent years as the two historically dominant Cairo clubs, Ahly and Zamalek, continue to retain the EPL championship. A major concern is that the competitive imbalance of the EPL may actually be hampering...

... behavioral intentions. Design/methodology/approach – Data were gathered on the team characteristics and player performance, emotions of anxiety, anger, dejection, happiness, and excitement using a survey from subjects comprised of 233 spectators attending Iranian Premier League soccer matches...

...Loek Groot; Joras Ferwerda This paper analyses whether jersey sponsorship has an effect on team performance at FIFA World Cup matches, taking team qualities into account. Team qualities are measured by the Elo-ratings of national soccer teams. We measure the performance of sponsors by comparing...

...John Beech; Simon Horsman; Jamie Magraw This paper identifies five types of insolvency in English football: clubs that have failed to cope with relegation; failed to pay monies due to the UK government; seen 'soft debts' become 'hard debts'; lost the ownership of their stadium; or have been 'repeat...

...Fawzi Dekhil The main objective of this research was to measure the effects on sponsor recall¹ at the soccer African Nations Cup (ANC) in Tunisia in 2004. This quantitative investigation used a sample of 308 people who watched the event on television and/or in the stadium. The research...

... and proposes four strategies relevant to the sports arena - Brand Reputation; Brand Affinity; Brand Challenger; and Brand Conquistador. It illustrates this internationalisation process via three case studies: Football Club Barcelona, Paris Saint-Germain and Olympique de Marseille. The internationalisation...

...Yong Jae Ko; Kyoungtae Kim; Cathryn L Claussen; Tae Hee Kim This study examined theoretical relationships between key variables of sponsorship effectiveness that include sponsor awareness, corporate image and future purchase intention. Involvement in the sport of soccer was also examined as a key...

...André W Böhler; Troy W Heffernan; Paul J Hewson This study examines professional soccer sponsorship as a business-to-business relationship and explores key dimensions of sponsorship success in the context of the English Premier League and the German Bundesliga. The findings suggest that commitment...

...Angel Barajas; Ignacio Urrutia This paper explains the concept of support as an economic driver of football. It begins with a theoretical approach to the concept of support and a review of the literature relating to support, fan typology and factors that determine attendance at stadia. Next...

... licensed reuse rights only Korea Soccer Demographic Lifestyle Analysis Market segmentation in the K-League: an analysis of spectators of the Korean Professional Soccer League Keywords Korea Soccer Demographic Lifestyle Analysis Sangho Kim Department of Sport Management in School of Business...

...John S. Hill; John Vincent In 2005 Manchester United was taken over by US businessman Malcolm Glazer, in part because of the club's brand name prominence in the global sport of soccer. This paper examines how Manchester United rose to a pre-eminent position in world football through its on-field...

...André Richelieu; Frank Pons This paper looks at how two sports teams, hockey club the Toronto Maple Leafs and Football Club Barcelona, have each built and leveraged their brand equity. The main differences between the two clubs lie in how they position their brands. For TML, the affective...

...Paolo Guenzi; Marino Nocco This paper explores the strategy of a professional soccer team introducing a new brand for selling merchandise. After reviewing literature on brand management, brand equity and brand associations (with a special focus on their application in the sports industry...