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Full-Text Articles in Business
Thoughts On The Nil Era: An Introduction To The Special Issue, Marshall Magnusen
Thoughts On The Nil Era: An Introduction To The Special Issue, Marshall Magnusen
Journal of Applied Sport Management
The goal of this special issue is to inspire scholarship and spark conversation about NIL through a variety of “think pieces” from leading researchers. Sport scholars were invited to combine their expertise with creativity to craft compelling papers about NIL and how it may be interpreted through a variety of disciplinary lenses.
College Athletics And Disseminating Sports Betting Data, Ryan Rodenberg
College Athletics And Disseminating Sports Betting Data, Ryan Rodenberg
Journal of Applied Sport Management
The focus of this article is the interplay between college athletics and sports betting data dissemination, a near-future friction poised for litigation given concurrent issues involving name-image-likeness (NIL) rights and concentration of college sports via mega-conferences.
How Name, Image And Likeness “Fit” In Sport Partnerships, Lane Wakefield, Kirk Wakefield, Jonathan A. Jensen, Greg Bennett
How Name, Image And Likeness “Fit” In Sport Partnerships, Lane Wakefield, Kirk Wakefield, Jonathan A. Jensen, Greg Bennett
Journal of Applied Sport Management
Sponsorship opportunities in college athletics have shifted dramatically as athletes have rights to name, image and likeness (NIL). NIL assets, once illegal for college athletes, are prime avenues for brands to reach college sports fans, the largest and most avid sports fan base in the US (Dosh, 2021). Our purpose is to evaluate how these changes “fit” into the overall sponsorship landscape and what will come next. With the impact on brands, properties and consumers over time, we narrow our discussion around “fit,” the most prevalent factor in academic sponsorship research (Wakefield et al., 2020)
Assessing Spectator Response To Sport Sponsorships At Historically Black Colleges And Universities, Kelly Patricia Elliott, Beth A. Cianfrone, Timothy Kellison
Assessing Spectator Response To Sport Sponsorships At Historically Black Colleges And Universities, Kelly Patricia Elliott, Beth A. Cianfrone, Timothy Kellison
Journal of Applied Sport Management
Historically black colleges and universities (HBCUs) have a strong tradition and football following, yet they struggle financially and lack sponsorship revenue. HBCU fans are understudied, and investigating their behavior would help athletic departments. The purpose of this study was to determine HBCU football consumers’ response to sponsorships. Spectators’ team and university identification, awareness, attitude, loyalty, goodwill, gratitude, and trust of sponsors were examined in relation to purchase intentions and positive word of mouth (WOM) of sponsors. Brand loyalty and gratitude led to increased purchase intentions. Brand attitude, brand awareness, brand loyalty, and goodwill led to positive WOM. Subscribe to JASM