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Full-Text Articles in Education
Show Me The Money! A Review Of Current Issues In The New Nil Era, Windy Dees, Beth Cianfrone, Damon Andrew
Show Me The Money! A Review Of Current Issues In The New Nil Era, Windy Dees, Beth Cianfrone, Damon Andrew
Journal of Applied Sport Management
On July 1st, 2021, the National Collegiate Athletic Association (NCAA) approved an interim policy that would allow college athletes in every state to monetize their name, image, and likeness (NIL). This meant student-athletes could accept money for sponsorships and endorsements and maintain their eligibility, which was previously prohibited by the intercollegiate sports governing body (The Athletic Staff, 2021). The change is positive for student-athletes and the brands looking to market through them and their active social media platforms, but it does not come without issues or challenges. The purpose of this study is to, (a) review the theory …
A Fistful Of Nil: Have We Entered A “Wild West” Recruiting Era?, Marshall Magnusen, Samuel Y. Todd
A Fistful Of Nil: Have We Entered A “Wild West” Recruiting Era?, Marshall Magnusen, Samuel Y. Todd
Journal of Applied Sport Management
Changes about the National Collegiate Athletic Association’s (NCAA) Name, Image, and Likeness (NIL) policy impacted the world of college sports in the summer of 2021. Emerging from the dust of this seismic event was an apparent new frontier for athletes, coaches, and universities to explore. In the eyes of many, college sports had now entered a “Wild West” frontier because of NIL, especially as it pertains to recruiting athletes. But what does that really mean, “Wild West”? And further, if such a comparison is at least somewhat accurate, are there lessons that can be learned from other sectors who likewise …
Fine-Tuning Brand Endorsements: Exploring Race-Sport Fit With Athlete Endorsers, Youngmin Yoon, Jun Woo Kim, Mar Magnusen, Michael Sagas
Fine-Tuning Brand Endorsements: Exploring Race-Sport Fit With Athlete Endorsers, Youngmin Yoon, Jun Woo Kim, Mar Magnusen, Michael Sagas
Journal of Applied Sport Management
The present study examines the effect of an athlete endorser’s race-sport fit in the decision-making process of athlete endorsed product selection. The results of this study reveal that the race of athlete endorsers can influence endorsement strategies depending on the sport associated with the athlete endorser. Perceived race-sport fit was also a key factor in creating both positive sport consumer attitudes and increased purchase intentions toward an athlete endorsed product. The findings of this study should be beneficial to athletes and sport business professionals when considering endorsement strategies for sport-related products and brands. Subscribe to JASM
The Effect Of Fans’ Attitudes On Sponsorship Outcomes: Evidence From An Exploratory Study In Greece, Pantelis Nassis, Nicholas D. Theodorakis, Yannis Afthinos, Haralambos Kolybalis
The Effect Of Fans’ Attitudes On Sponsorship Outcomes: Evidence From An Exploratory Study In Greece, Pantelis Nassis, Nicholas D. Theodorakis, Yannis Afthinos, Haralambos Kolybalis
Journal of Applied Sport Management
This study examines the effect of sport involvement and fans’ beliefs about sponsorship on certain sponsorship outcomes in the context of professional basketball. Quantitative data were collected from a survey of 222 spectators attending a professional basketball game in Greece. A confirmatory factor analysis (CFA) was employed to examine the validity of the scale. Overall, the examination of the structural parameters indicated that attitude towards sponsors was significantly predicted by sport involvement and beliefs about sponsorship, while it significantly predicted purchase intentions, word of mouth, and fans’ satisfaction from the use of sponsor’s products.