Sport Marketing Quarterly

Articles from Vol. 19, No. 4, December

Communicating Socially Responsible Initiatives: An Analysis of U.S. Professional Teams
AbstractThe unprecedented growth of the Internet has provided new ways for organizations to communicate with their stakeholders. Consequently, messages devoted to ethical, environmental, and other social initiatives have increased in popularity. Corporate...
Examining Brand Extensions and Their Potential to Dilute Team Brand Associations
AbstractBrand extensions in sport are becoming increasingly common as they represent an excellent opportunity to increase revenue, enter a new product class, and interact with fans outside of the core product. Previous research has focused on the categorization...
Exploring the Antecedents and Consequences of Personalizing Sport Video Game Experiences
AbstractDespite the strong appeal of personalization (through creating personalized players, teams, and leagues) in sport video games (SVGs), little is known about its marketing implications. This study explores the effect of personalization on SVG gaming...
Fantasy Sport Consumer Segmentation: An Investigation into the Differing Consumption Modes of Fantasy Football Participants
AbstractSport fandom is one of the preeminent leisure activities in our society, and contemporary sport consumption has evolved to a point wherein it includes several activities such as event attendance, television viewership, and publication subscriptions,...
Industry Insider: John Brody
Title: Principal, Wasserman Media GroupEducation: Tufts UniversityCareer: SVP-Corporate Sales and Marketing, Major League BaseballChief Marketing Officer, Boston CelticsVice President of Corporate Sales & Marketing, Major League BaseballAccount Supervisor...
Positioning the New Orleans Hornets in the 'Who Dat?' City
IntroductionAs Kim walked in her office on a bright May morning she saw the newspapers on her desk. Since her college years it had been part of her morning routine to check the news headlines-more so now that she found herself in the position of Senior...
What's in a Name? AFL Philadelphia LLC V. Krause Provides Legal Lessons for Sport Organizations on Use of Employee Names in Company Communications
IntroductionThe landscape of second-tier professional sports is littered with leagues and teams that have folded-a reality that has become even more prevalent due to the recent economic downturn. For instance, this past August, the National Lacrosse...