Sports Sponsorship and Branding : Global Perspectives and Emerging Trends

"This book takes a close look at branding and sponsorship in sport in the age of digital media. It examines how branding and sponsorship have evolved in response to the challenges and opportunities of new technologies. Featuring the work of leading international sport business researchers from four continents and twelve countries, the book explores key contemporary topics including esports, Name and Image Likeness (NIL) rights, viewer experience, machine learning, social media use by athletes, sport migration, and the impact of COVID-19. It presents cutting-edge cases and new data across sports and events including the Olympics, the NBA, international football, the rafting world championships, and collegiate sports. The book is an essential resource for advanced students, researchers, practitioners and policy-makers working in sport business and management, sport marketing, digital marketing, marketing communications or brand management"-- Cover Half Title Series Page Title Page Copyright Page Table of Contents List of Contributors Chapter 1: Emerging Trends in Sport Sponsorship and Branding: An Introduction Introduction Sponsorship and Branding in Sport Events Endorsements Building a Brand on Social Network Sites Closing Remarks References Part I: Sponsorship and Branding Chapter 2: Advertising Investment through Sport Media Introduction Sporting Events as the Driving Force Advertising Investors’ Challenges Advantages and Returns of Investing Relationship between Advertising and Sporting Events Discussion References Chapter 3: Sponsorship Strategies and Branding in Esports Introduction Sponsorship SWOT Analysis of the Esports Industry Viewership of Esports Market Segmentation Social Media Marketing in Esports Sponsorship Strategies Who Are the Major Esports Sponsors Today? Esports and Endemic Sponsors Esports and Non-Endemic Sponsors Endemic and Non-Endemic Development through Time Branding through Esports Conclusion References Chapter 4: Antecedents and Outcomes of Sponsorship in the Context of Esports Introduction Review of Literature Esports and Leisure Involvement Evaluation of Sponsorship Effectiveness Sponsorship Outcomes Involvement Sponsorship Awareness Attitude towards Sponsors (Image) and Purchase Intentions Perceived Fit between Sponsor and Sponsored Entity Models of Sponsorship Evaluation Case Study: Consumers of Esports Sociodemographic Profile Discussion References Chapter 5: Emergence of Logo-Less Branding: Application to the Context of Sports Introduction The Concept of Branding Emerging Trend of Logo-Less Branding Discussion References Chapter 6: Sports Sponsorship and Brand Value: A Case Analysis of Tahincioğlu Basketball Super League Name Sponsorship Introduction Review of Literature Concept of Brand, Branding, and Brand Equity Impact of Sponsorship on Branding Method Results Discussion References Chapter 7: Passion in the Branding of International Football Clubs Passion in the Branding of International Football Clubs Review of Literature Dualistic Model of Passion Method Findings and Discussion Passion Feature 1 (Distinctive Activity) and Passion Feature 2 (Self-Identity) Passion Feature 3 (Enduring Fondness) and Passion Feature 4 (Energy and Effort) Passion Feature 5 (Valued and Meaningful) and Passion Feature 6 (Motivational) Passion Feature 7 (Adaptive and Maladaptive Outcomes) Conclusion References Chapter 8: Student-Athlete Name, Image, and Likeness (NIL): Sponsorship Opportunities and Challenges Introduction Sponsorship Practice Sponsorship and College Sports Economics The Name, Image, and Likeness Regulatory Environment Discussion References Chapter 9: Impact of Perceived Functional and Image Fit on Consumer-Focused Effectiveness for New NBA Sponsorship Introduction Review of Literature Functional Fit vs. Image Fit Covariates Consumer-Focused Outcomes Method Stimuli Participants Measures Results Discussion Managerial Implications Appendix A References Part II: Emerging Trends Chapter 10: Harnessing the Power of Machine Learning in Sport Consumer Behavior Research Introduction A Primer in Machine Learning Benefits of Machine Learning Challenges of Machine Learning Types of Machine Learning Enhancing the Scientific Rigor of SCBR with Machine Learning Causal Inference in SCBR Causal Inference with Machine Learning Theory Development with Machine Learning and Visualized Storytelling An Empirical Illustration Concluding Remarks References Chapter 11: Consumerisation of Information Technologies in Sports: Opportunities and Challenges in the Age of Digital Natives Introduction The Concept of “Consumerisation of Information Technologies” Consumerisation of IT in Sports CoIT for Sport Spectators CoIT for Athletes CoIT for Sport Participants CoIT for Non-Athlete Sport Employees Conclusions and Future Implications References Chapter 12: Sports Information, Social Communication, and Protection of the Olympic Brand: IOC Guidelines on Using Social Media during Olympic Games Introduction Social Communication Between Information and Commercial Communication Sports and Social Media Tokyo 2020 Summer Games: Rules and Limits of Massive Social Media Use IOC Guidelines on Social and Digital Media Social Media Content Regulatory Framework Personal Use and Penalties Conclusion References Chapter 13: Supplemental Attractions to Foreign Sporting Event Participants: Lessons in Branding from a Case Study of the World Rafting Championship in Japan Introduction Review of Literature Flow-on/supplemental tourism Cultural Experience Sport Event Careers Bundling Sport Events and Leveraging Segmentation of Leisure Behavior Research Questions Method Sample Questionnaire Data Analyses Results Discussion References Chapter 14: Sport Migration Influences on Cultural Brand Image: A Quantitative World-Systems Analysis Introduction Review of Literature World-Systems Theory World Rankings Registered Players and Youth Competitive Balance Fan Attendance Method Results and Discussion Czechs Playing in the Top Czech League Foreigners Playing in the Top Czech League Czechs Playing Outside the Country Registered Players and Registered Youth World Ranking Competitive Balance Average Attendance Sports Management Implications Conclusion References Chapter 15: Impacts of COVID-19 on Sports and Sponsorship Introduction Sports Events Elite Athletes Sports Media Sports and Leisure Sport and Society Impact of COVID-19 on Sports Marketing Mix Product Price Place and Distribution Promotion Impact of COVID-19 on Sports Sponsorship Conclusion References Chapter 16: Resilience in the Face of Adversity: Examining the Effects of COVID-19 on Physical Activity and the Sporting Industry in Singapore Introduction Method Results and Discussion Conclusion References Index