Segmenting initial fans of a new team: a taxonomy of sport early adopters

ABSTRACT
Marketers are interested in the first buyers of new products, given their important role in driving wider community adoption. This is especially the case for new entertainment products, like new or relocated sports teams who must quickly build fan connections and loyalty, given the importance of crowds and social networks in adding value to the entertainment experience. Fans choose to connect with sports teams for numerous reasons; however, fan development in the context of a new team has rarely been examined. This paper examines the diversity and similarity among inaugural fans of an expansion team. A large sample (n= 1724) was classified into five segments revealing how each varies in their brand associations, satisfaction, identification and involvement. By analysing key dimensions (relationship identifiers) that characterise how consumers connect with a new team, the authors provide new insights about the nature of consumers in the context of a new sports team. Furthermore, the five segments were found to be distinct cohorts, with sufficient variation between them to warrant variant marketing approaches to achieve the outcome of committed, long-term fans.

Classification of team sport activities using a single wearable tracking device

Wearable tracking devices incorporating accelerometers and gyroscopes are increasingly being used for activity analysis in sports. However, minimal research exists relating to their ability to classify common activities. The purpose of this study was to determine whether data obtained from a single wearable tracking device can be used to classify team sport-related activities. Seventy-six non-elite sporting participants were tested during a simulated team sport circuit (involving stationary, walking, jogging, running, changing direction, counter-movement jumping, jumping for distance and tackling activities) in a laboratory setting. A MinimaxX S4 wearable tracking device was worn below the neck, in-line and dorsal to the first to fifth thoracic vertebrae of the spine, with tri-axial accelerometer and gyroscope data collected at 100Hz. Multiple time domain, frequency domain and custom features were extracted from each sensor using 0.5, 1.0, and 1.5s movement capture durations. Features were further screened using a combination of ANOVA and Lasso methods. Relevant features were used to classify the eight activities performed using the Random Forest (RF), Support Vector Machine (SVM) and Logistic Model Tree (LMT) algorithms. The LMT (79-92% classification accuracy) outperformed RF (32-43%) and SVM algorithms (27-40%), obtaining strongest performance using the full model (accelerometer and gyroscope inputs). Processing time can be reduced through feature selection methods (range 1.5-30.2%), however a trade-off exists between classification accuracy and processing time. Movement capture duration also had little impact on classification accuracy or processing time. In sporting scenarios where wearable tracking devices are employed, it is both possible and feasible to accurately classify team sport-related activities.

Impact of sport context and support on the use of a self-report measure for athlete monitoring

Athlete self-report measures (ASRM) are a popular method of athlete monitoring in high-performance sports. With increasing recognition and accessibility, ASRM may potentially be utilized by athletes from diverse sport contexts. The purpose of the present study was to improve understanding of ASRM implementation across different sport contexts by observing uptake and compliance of a newly implemented ASRM over 16 weeks, and investigating the perceived roles and factors influencing implementation. Athletes (n=131) completed an electronic survey at baseline and week 16 on their perceptions and experiences with ASRM implementation respectively. Despite initial interest, only 70 athletes attempted to use the ASRM. Of these athletes, team sport athletes who were supported by their coach or sports program to use the ASRM were most compliant (p < 0.001) with a mean compliance of 84 ± 21 %. Compliance for self-directed individual and team sport athletes was 28 ± 40 % and 8 ± 18 % respectively. Self-directed athletes were motivated to monitor themselves, and rated desired content and minimal burden as key factors for initial and ongoing compliance. Supported athletes were primarily motivated to comply for the benefit of their coach or sports program rather than themselves, however rated data output as a key factor for their continued use. Factors of the measure outweighed those of the social environment regardless of sport context, however the influence of social environmental factors should not be discounted. The findings of the present study demonstrate the impact of sport context on the implementation of an ASRM and the need to tailor implementation strategies accordingly. Key pointsAthletes perceive ASRM and the factors influencing implementation differently. Therefore, to encourage compliance, it is important to tailor implementation strategies to the athlete and their sport context to increase appeal and minimize unappealing factors.Athletes using an ASRM on their own accord typically favor a measure which meets their needs and interests, with minimal burden.Athletes using an ASRM under the direction and support of their coach or sports program typically favor feedback and a positive social environment.

The natural resource-based view of the firm (NRBV): constraints and opportunities for a green team in professional sport

Burgeoning expectations of the sport industry’s role in managing the environmental impact on its community are increasing. While previous research has focused on factors contributing to environmental involvement, little is known about the organization’s approach in dealing with these responsibilities. An exploratory case evaluation of a Major League Baseball team in evaluating the constraints, demands and opportunities of managing environment issues is undertaken. Specifically, the Natural-Resource-Based View of the firm (NRBV) is used to frame the assessment of the team’s capabilities and strategies with consideration of internal and external dynamics. Qualitative methods were which resulted in the identified key themes and implications

Metabolic power method underestimates energy expenditure in field sport movements using a GPS tracking system

The purpose of this study was to assess the validity of a GPS tracking system to estimate energy expenditure (EE) during exercise and field sport locomotor movements. Twenty-seven participants each completed one 90 minute exercise session on an outdoor synthetic futsal pitch. During the exercise session participants wore a 5 Hz GPS unit interpolated to 15 Hz (SPI HPU, GPSports Pty Ltd, Australia) and a portable gas analyser (Metamax® 3B, Cortex Pty Ltd, Germany) which acted as the criterion measure of EE. The exercise session was comprised of alternating five minute exercise bouts of randomised walking, jogging, running or a field sport circuit (x3) followed by 10 minutes of recovery. One-way ANOVA showed significant (p<0.01) and very large underestimations between GPS metabolic power derived EE and VO2 derived EE for all field sport circuits (% difference ≈ -44%). No differences in EE were observed for the jog (7.8%) and run (4.8%) while very large overestimations were found for the walk (43.0%). The GPS metabolic power EE over the entire 90 minute session was significantly lower (p<0.01) than the VO2 EE, resulting in a moderate underestimation overall (-19%). The results of this study suggest that a GPS tracking system using the metabolic power model of EE does not accurately estimate EE in field sport movements or over an exercise session consisting of mixed locomotor activities interspersed with recovery periods; however is able to provide a reasonably accurate estimation of EE during continuous jogging and running.

Women’s reproductive choices in Australia: mapping federal and state/territory policy instruments governing choice

The reproductive choices available to women, and the consequences of those choices, exist within the broader policy context whereby policy is influenced by pervasive ideologies of women’s roles in society and the family. Women’s reproductive rights and their resulting consequences are governed by policy at the federal and state/territory levels within Australia yet little is known about the number or scope of these policies. This study aimed to systematically search and map Australian policy to identify the number and scope of policies governing women’s reproductive choices and their consequences, including how policy interprets the role of women in society through their reproductive choices. The systematic search identified 147 Australian policies in 2013. The mapping of the policies identified common themes that drive policy agenda impacting women’s reproductive choices, including those where the focus is promoting motherhood and/or children, providing economic incentives, regulating reproduction, or a broader health focus. These policy agendas simultaneously construct and are shaped by the context in which women’s reproductive choices and impacts occur. Women’s reproductive choices are highly politicised and regulated, impacting women’s position within society.

Facebook use and its relationship with sport anxiety

Social media (e.g., Facebook and Twitter) use has increased considerably since its inception; however, research examining the relationship between social media use and sport has not progressed as rapidly. The purpose of the current study was to explore the prevalence rates of Facebook use among athletes around and during sport competitions and to investigate the relationships between sport anxiety and Facebook use. Two hundred and ninety-eight athletes of varying levels completed measures for sport anxiety and Facebook use, which included descriptive information about Facebook use prior to, during and following competitions. Results indicated that 31.9% of athletes had used Facebook during a competition and 68.1% had accessed Facebook within 2 h prior to competition. Time spent on Facebook prior to competition was significantly (and positively) correlated with the concentration disruption component of sport anxiety. Furthermore, regression analyses revealed that having push notifications enabled on an athletes' phone predicted 4.4% of the variability in sport anxiety. The percentage of athletes who accessed Facebook within 2 h of, or during, a competition is somewhat alarming considering the importance of psychological preparation in sport, which may compromise optimal psychological readiness and may lead to increased sport anxiety.

In search of academic identity : physical education, sport science and the field of human movement studies

This thesis addresses the problem of the academic identity of the area traditionally referred to as physical education. The study is a critical examination of the argu ments for the justi cation of this area as an autonomous branch of knowledge. The investigation concentrates on a selected number of arguments. The data collection comprised articles books and proceedings of conferences. The preliminary assessment of these materials resulted in a classi cation of the arguments into three groups. The rst group comprises the arguments in favour of physical education as an academic discipline. The second includes the arguments supporting a science of sport. The third consists of the arguments in favour of to a eld of human movement study. The examination of these arguments produced the following results. (a) The area of physical education does not satisfy the conditions presupposed by the de nition of academic discipline. This is so because the area does not form an integrated system of scienti c theories. (b) The same di culty emerges from the examination of the ar guments for sport science. There is no science of sport because there is no integrated system of scienti c theories related to sport. (c) The arguments in favour of a eld of study yielded more productive results. However di culties arise from the de nition of human movement. The analysis of this concept showed that its limits are not well demarcated. This makes it problematic to take human movement as the focus of a eld of studies. These aspects led to the conclusion that such things as an academic discipline of physical education sport science and eld of human movement studies do not exist. At least there are not such things in the sense of autonomous branches of knowledge. This does not imply that a more integrated inquiry based on several disciplines is not possible and desirable. This would enable someone entering phys ical education to nd a more organised structure of knowledge with some generally accepted problem situations procedures and theories on which to base professional practice.

A formação do jogador de futebol no Sport Club Internacional : (1997-2002)

O trabalho investiga o processo de formação do jogador de futebol no SC Internacional (1997-2002) sob o modelo globalista, desnaturalizando a profissão como resultado apenas de “vocação” e “dom”. Verifica o nível sócio-econômico-educacional dos jogadores. Identifica os critérios técnicos e sociais na seleção de jogadores que ingressam no clube, bem como as fontes sociais das motivações e expectativas profissionais dos atletas. Analisa a concepção dos jogadores sobre o fim do “Passe”. As motivações profissionais são: possibilidade de ganhar altos salários, jogar na seleção brasileira, incentivo da família e dom. As expectativas são jogar no (a/s): profissionais do Internacional, seleção brasileira, futebol do eixo Rio-São Paulo e exterior. Habilidade, força física, estatura elevada, capacidade técnica e disposição de treinamentos são critérios para se tornar jogador de futebol. A pesquisa revela que a formação do jogador consiste num processo de ensino-aprendizagem teórico-prático, disciplinado por meio de treino físicos, técnicos e táticos e aprimoramento do talento. Não se trata apenas do despertar e lapidar aptidões e atributos naturais (dom, vocação). Constitui um processo civilizatório de incorporação de um habitus futebolístico típico deste clube. As duas concepções dominantes entre os atletas sobre o fim do “Passe” são antagônicas: (1) liberdade de trabalho e (2) desemprego.