... by empirically specifying a multi-stage engagement–transaction–monetization pathway in digital sport markets. By separating behavioral engagement, participation and GTV outcomes, and by demonstrating the modestly stronger associations during months with high-profile sporting events, the study clarifies mixed...

... and interdisciplinary collaboration, it offers a framework for more nuanced, evidence-based insights into sport fan behaviour and identifies future research directions that can stimulate innovation in Sport marketing. Charlie Connor can be contacted at: charlie.connor@leedsbeckett.ac.uk 23 01 2026 28...

... be contacted at: yub@umn.edu 25 05 2025 29 10 2025 05 01 2026 19 01 2026 © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Institutional change Institutional theory Innovative technology Sport marketing Without an insightful...

... contributes to sport marketing literature by focusing on the mostly overlooked phenomena of negative fan perceptions of athlete endorsement. The insights are of use to athletes, brand managers, and communication strategists, enabling them to better manage endorsement decisions, maintain fan trust and avoid...

... ; Sampaio et al., 2015). Their interest in foreign soccer sports leagues correspond to a movement called glocalization, which refers to the way local consumers adapt global media to their cultural practices (Giulianotti, 2016). Social TV Major League Soccer Fans Sport marketing...

... sporting events through unauthorized hashtag usage, necessary advances in sport marketing research. The emergence of social and digital media platforms such as Twitter, Facebook and Instagram as platforms for ambush marketing represents an intriguing and important development in ambush practice...

..., communicate regularly, and develop a sense of community with and among ambassadors. Originality/value This study contributes to the limited sport management research on sponsored UGB and offers theoretical and practical implications in the areas of sport marketing and branding. Andrea N. Geurin can...

...-dominant logic (SDL) approach, where customers are considered active participants in the service delivery process, co-creating personalized experiences that fulfill individual and group needs. Perceived value Sport marketing Value co-creation NASCAR Sport spectator Sport value framework ©...

... on the brand personality perceptions of the highly identified fans of football teams, known in the literature as realized brand personality. However, a thorough understanding of the particular concept requires also the perspective of sport marketers who may perceive the brand personality in a different manner...

...Zach Scola; Brian S. Gordon Purpose The purpose of this paper is to expand our understanding of retro marketing in sport through the perspective of sport marketers. Design/methodology/approach Fourteen sport marketers involved in their team’s marketing and utilized retro participated...

...Reinhard E. Kunz; Franziska Elsässer; James Santomier Purpose The purpose of this paper is to introduce a conceptual model of branded entertainment into sport marketing and highlight Red Bull’s strategy as a “best practice”. Branded entertainment, the full integration of advertising...

... Sales National Hockey League Sport marketing Structural incentives The phenomenon of sales and marketing conflict has been well-identified by researchers, including the development of scales for measuring alignment and establishing typologies that classify organizations based on the degree...

... of sponsor in an emerging market setting, Turkey, which promises growth in sports market and sponsorship. Consumers who perceive a fit between the sponsor and the sponsored object are more likely to believe that motives of the sponsor are sincere when engaging in sponsorship (Rifon et al., 2004...

... is original in two respects: the use of netnography as the research method in this context, and the focus on social media and sport participation in youth. © Emerald Group Publishing Limited 2012 Sports Adolescents Social media Netnography Sport participation Sport marketing Brands...