A content analysis of sponsor representation across professional sport websites : extension of attribute typology

The sport industry has identified the importance of using the internet as a tool that can benefit the organisation. Much like the purpose of entering into sponsorship of sporting events, corporate partners are also attracted to the opportunities that professional sport team websites offer to fulfil similar objectives. The major purpose of this research is to explore the various ways in which sponsor logos are represented across professional sport websites and to extend previous advertising research, specifically the work developing advertising attribute typologies. The subjects for this research are professional sport websites and a qualitative approach is adopted with a content analysis as the main method of analysis used. To ensure reliability and validity within the coding instruments used, percentage agreement and Cohen’s kappa were adopted as indexes to verify this. The findings show sponsors’ logos exist on most professional sport websites and are represented in a variety of ways. Furthermore, a typology for sponsor representation and location across sport websites has been established to present a reliable foundation for future research in the area of consumer attitudes, behaviour and response towards sponsors and their presence on sport websites.

International sport marketing : practical and future research implications

Purpose – Sport is a global product and service that many people around the world enjoy playing, watching and participating in. Whilst there has been an abundance of global media attention on sporting events such as the Olympics and World Football Cup, there seems to be a lack of integration between the sports marketing and international business disciplines both from a practical and also academic standpoint. This paper aims to discuss international sport marketing and why it is an important attribute of business-to-business marketing.

Design/methodology/approach – The aim of the paper is to provide practical implications and research avenues for those seeking to further investigate international sport marketing as a unique area of academic research. The introduction to the paper focuses on the importance of sport to the global economy and how entrepreneurship is ingrained in many sport businesses and organizations. Next, different areas of international business management that relate to entrepreneurial sport marketing ventures are discussed in terms of future research directions and practical implications. These include how entrepreneurial sport ventures affect internationalization, branding, corporate social responsibility, tourism, regional development, marketing and action sports.

Findings – The paper concludes by finding that there are numerous research avenues for future research on international sport marketing that combine different areas of marketing together with the sport marketing and international business literature. In addition, there is enormous potential for linking the sports marketing and international business literature through focusing on entrepreneurial sport ventures that occur worldwide.

Research limitations/implications – The authors demonstrate the need to take an international perspective of sports marketing and business-to-business relationships.

Practical implications – The paper discusses how and why sport firms interact in the international marketplace and how future competition will benefit from more sport-based business-to-business partnerships.

Originality/value – The paper examines the important area of international sports marketing and how businesses that are both profit and non-profit orientated collaborate. The paper explores the concept of international sports marketing, and discusses the practical and future research implications of this exciting new field of marketing research.

Editorial : Surveillance and sport

Sports represent an ideal field to explore the importance of everyday surveillance practices. The routines of preparation associated with conducting or participating in a sports mega event at international level highlight unique facets of surveillance as everyday and normalised elements of elite international or professional sports performance. While these routines do have potential individual or social costs, or are open to various forms of subversion by athletes willing to challenge the broader objectives of fair play, other forces, such as the media or formal governance reactions to a detected rule violation, provide fuel for more rigorous forms of surveillance. This spiral of surveillance permeates downwards to impact on prospective elite athletes, and outwards to impact on other forms of behaviour considered to compromise integrity or fair play. How these values mirror and intersect with norms of surveillance in everyday life is a fruitful site for on-going research and theorisation.

Current state of China tourism research

Along with the tremendous growth of tourism development in China after its successful hosting of two international mega-events (i.e. the 2010 Shanghai World Expo and the 2010 Guangzhou Asian Games), a modest body of academic research on tourism in China has been developed since the start of the second decade of the new millennium. To supplement the continuous development of China's tourism industry, this study presents a review of 147 research articles from tourism journals during the period 2010-2012. Through content analysis, the empirical findings indicate that tourist behaviour and experience was the most researched theme, followed by culture and heritage studies. The trend of research collaboration, particularly international collaboration, was evident among the analysed studies. This study also presents the diversity in recent research in the realm of tourism in China in terms of research context, geographical coverage, data collection and analysis method, and institutional contribution.

The immediate impact of coach succession events on season ticket holder attitudes

This study is the first to examine the immediate impact that succession events (e.g., removal and hiring) involving head coaches have on season ticket holder (STH) attitudes like satisfaction and renewal intentions. Grounded within a customer equity framework, large-scale survey data from cases of two professional sport teams is presented showing STH attitudes directly before and after major succession events. The data shows that appointing a new coach was met with increases in positive attitudes toward almost every aspect of the STH experience, where the case of removing a coach had no meaningful impact on attitudes. The findings of these cases reaffirm the view that coach succession is a multiple-phase process including distinct stages of removal and replacement. While it is the desire for improved on-field performance that often motivates coach succession, our findings suggest the impact of succession activities on fans is more wide ranging, with significant implications for marketers who manage fan relationships. In guiding the management of a team's fans, coach removal alone should not be relied upon to change attitudes or intentions toward a club. Appointing new leaders completes the cycle, increasing positive STH attitudes and, most importantly, giving an immediate lift to renewal likelihood.

Sports betting marketing during sporting events: a stadium and broadcast census of Australian Football League matches

OBJECTIVE: Using Australian Football League (AFL) matches as a case study, we investigated the frequency, length and content of marketing strategies for sports betting during two specific settings: 1) at stadiums during four live matches; and 2) during eight televised broadcasts of matches. METHODS: Census of sports betting marketing during Round 12 of the 2011 AFL premiership season. RESULTS: Per match, there was an average of 58.5 episodes (median 49.5, s.d 27.8) and 341.1 minutes (median 324.1 minutes and s.d 44.5) of sports betting marketing at stadiums, and 50.5 episodes (median 53.5, s.d 45.2) and 4.8 minutes (median 5.0 minutes, s.d 4.0) during televised broadcasts. A diverse range of marketing techniques were used to: a) embed sports betting within the game; b) align sports betting with fans' overall experience of the game; and c) encourage individuals to bet live during the game. There were very few visible or audible messages (such as responsible gambling or Gambler's Help messages) to counter-frame the overwhelmingly positive messages that individuals received about sports betting during the match. CONCLUSIONS AND IMPLICATIONS: This study raises important questions about the impacts of saturation, integrated and impulse gambling marketing strategies in sporting matches. Future research should explore: 1) how wagering industry marketing strategies may affect the attitudes and behaviours of community sub-groups (e.g. young male sports fans, and children); and 2) which public health and policy strategies, including regulation and harm minimisation messaging, will be effective in responding to wagering industry marketing strategies during sporting matches.

Sport techniques in physical education school: a look at the socio-cultural trends

Teaching sports techniques lessons of Physical Education is a very controversial subject. We must emphasize the fact that called our attention, that dealing with sport in a critical way would be the same as being against the teaching of the art. Several factors contributed in shaping this reality, among them we suspect that the proposal's incomprehension made within the socio-cultural trends. Thus, the aim of this work was to investigate the technical aspects of sports in teaching of Physical Education, as socio-cultural trends part. Throughout the text it is possible to identify new goals considering sportive techniques such as the concern with interests of students who movement, consideration of cultural repertoire of these students, in addition to proposing that the lessons do not restrict implementation of these movements, but also includes the knowledge of social, political, economic and cultural universe of sports events.

Incidence of adverse events associated with percutaneous muscular biopsy among healthy and diseased subjects

The development of the percutaneous muscle biopsy technique is recognized as one of the most important scientific contributions in advancing our understanding of skeletal muscle physiology. However, a concern that this procedure may be associated with adverse events still exists. We reported the incidence of adverse outcomes associated with percutaneous muscle biopsy in healthy and diseased subjects. Medical records of 274 volunteers (496 muscle biopsies) were reviewed. This included 168 healthy subjects (330 muscle biopsies) as well as 106 chronically ill patients (166 muscle biopsies). This latter group encompassed patients with type II diabetes (n=28), osteoarthritis (n=39), inclusion body myositis (n=4), polymyositis (n=4), and chronic heart failure (n=31). The most common occurrences were pain (1.27%), erythema (1.27%), and ecchymosis (1.27%). Panic episode, bleeding, and edema were also reported (0.21%, 0.42%, and 0.84%, respectively), while infection, hematoma, inflammation, denervation, numbness, atrophy, and abnormal scarring were not verified. The percent of incidents did not differ between healthy and ill individuals. In conclusion, the incidence of complications associated with percutaneous muscle biopsy is scarce and of minor clinical relevance. Additionally, the rate of adverse events is comparable between healthy and chronically ill subjects.

Changes in German sport participation

Sport has become a highly differentiated social phenomenon in recent years. Changes in society, such as individualization, the growing significance of the health and body culture, and changing values, are considered to be generative mechanisms for increasing social importance and the differentiation of modern sport. Although discussions in sport sociology attribute the changes observed in recent decades of sport participation to a socially determined differentiation of sport, this premise has hardly ever been empirically tested. The present study examines to what extent the postulated developments in sport can be observed on the micro level of those engaging in sport, by examining sport behaviour from a contemporary historical perspective. Based on a life-course approach to research, a total of 1739 over 50-year-olds in Germany were asked about their sport participation as part of a retrospective longitudinal study. Results show that the increasing differentiation of sport can be documented by more diversified forms of individual sport careers. During a 30-year observation period the popularity of competitive sport decreased and the variety of ways in which sport was organized increased. A differentiated analysis based on examining three birth cohorts showed that the reported change in sport participation can be attributed to age, cohort and period effects. In addition, the present study examines how specific events in contemporary history are reflected in individual sporting careers. Sport careers in Chemnitz (Eastern Germany) and Braunschweig (Western Germany) differed before German reunification, but these differences have evened out after the political changes and the process of transformation.

Motivational profiles of sport event volunteers.

Aim of the study Due to the valuable contribution made by volunteers to sporting events, a better understanding of volunteers’ motivation is imperative for event managers in order to develop effective volunteer re-cruitment and retention strategies. The adoption of working conditions and task domains to the mo-tives and needs of volunteers is one of the key challenges in volunteer management. Conversely, an ignorance of the motives and needs of volunteers could negatively affect their performance and attitude, which will have negative consequences for the execution of events (Strigas & Jackson, 2003). In general, the motives of volunteers are located on a continuum between selflessness (e.g. helping others), and self-interest (e.g. pursuing one’s own interests). Furthermore, it should take into account that volunteers may be motivated by more than one need or goal, and therefore, configure different bundles of motives, resulting in heterogeneous types of motives for voluntary engagement (Dolnicar & Randle, 2007). Despite the extensive number of studies on the motives of sport event volunteers, only few studies focus on the analysis of individual motive profiles concerning volun-teering. Accordingly, we will take a closer look at the following questions: To what extent do volun-teers at sporting events differ in the motives of their engagement, and how can the volunteers be ade-quately classified? Theoretical Background According to the functional approach, relevant subjective motives are related to the outcomes and consequences that volunteering is supposed to lead to and to produce. This means, individuals’ mo-tives determine which incentives are anticipated in return for volunteering (e.g. increase in social contacts), and are important for engaging in volunteering, e.g. the choice between different oppor-tunities for voluntary activity, or different tasks (Stukas et al., 2009). Additionally, inter-individual differences of motive structures as well as matching motives in the reflections of voluntary activities will be considered by using a person-oriented approach. In the person-oriented approach, it is not the specific variables that are made the entities of investigation, but rather persons with a certain combination of characteristic features (Bergmann et al., 2003). Person-orientation in the field of sports event volunteers, it is therefore essential to implement an orientation towards people as a unit of analysis. Accordingly, individual motive profiles become the object of investigation. The individ-ual motive profiles permit a glimpse of intra-individual differences in the evaluation of different motive areas, and thus represent the real subjective perspective. Hence, a person will compare the importance of individual motives for his behaviour primarily in relation to other motives (e.g. social contacts are more important to me than material incentives), and make fewer comparisons with the assessments of other people. Methodology, research design and data analysis The motives of sports event volunteers were analysed in the context of the European Athletics Championships 2014 in Zürich. After data cleaning, the study sample contained a total of 1,169 volunteers, surveyed by an online questionnaire. The VMS-ISA scale developed by Bang and Chel-ladurai (2009) was used and replicated successfully by a confirmatory factor analysis. Accordingly, all seven factors of the scale were included in the subsequent cluster analysis to determine typical motive profiles of volunteers. Before proceeding with the cluster analysis, an intra-individual stand-ardization procedure (according to Spiel, 1998) was applied to take advantage of the intra-individual relationships between the motives of the volunteers. Intra-individual standardization means that every value of each motive dimension was related to the average individual level of ex-pectations. In the final step, motive profiles were determined using a hierarchic cluster analysis based on Ward’s method with squared Euclidean distances. Results, discussion and implications The results reveal that motivational processes differ among sports event volunteers, and that volunteers sometimes combine contradictory bundles of motives. In our study, four different volunteer motive profiles were identified and described by their positive levels on the individual motive dimension: the community supporters, the material incentive seekers, the social networkers, and the career and personal growth pursuers. To describe the four identified motive profiles in more detail and to externally validate them, the clusters were analysed in relation to socio-economic, sport-related, and voluntary work characteristics. This motive-based typology of sports event volunteers can provide valuable guidance for event managers in order to create distinctive and designable working conditions and tasks at sporting events that should, in relation to a person-oriented approach, be tailored to a wide range of individ-ual prerequisites. Furthermore, specific recruitment procedures and appropriate communication measures can be defined in order to approach certain groups of potential volunteers more effectively. References Bang, H., & Chelladurai, P. (2009). Development and validation of the volunteer motivations scale for international sporting events (VMS-ISE). International Journal Sport Management and Market-ing, 6, 332-350. Bergmann, L. R., Magnusson, D., & El-Khouri, B. M. (2003). Studying individual development in an interindividual context. Mahwah, NJ: Erlbaum. Dolnicar, S., & Randle, M. (2007). What motivates which volunteers? Psychographic heterogeneity among volunteers in Australia. Voluntas, 18, 135-155. Spiel, C. (1998). Four methodological approaches to the study of stability and change in develop-ment. Methods of Psychological Research Online, 3, 8-22. Stukas, A. A., Worth, K. A., Clary, E. G., & Snyder, M. (2009). The matching of motivations to affordances in the volunteer environment: an index for assessing the impact of multiple matches on volunteer outcomes. Nonprofit and Voluntary Sector Quarterly, 38, 5-28.

Recommender system for sport videos based on user audiovisual consumption

This paper describes a recommender system for sport videos, transmitted over the Internet and/or broadcast, in the context of large-scale events, which has been tested for the Olympic Games. The recommender is based on audiovisual consumption and does not depend on the number of users, running only on the client side. This avoids the concurrence, computation and privacy problems of central server approaches in scenarios with a large number of users, such as the Olympic Games. The system has been designed to take advantage of the information available in the videos, which is used along with the implicit information of the user and the modeling of his/her audiovisual content consumption. The system is thus transparent to the user, who does not need to take any specific action. Another important characteristic is that the system can produce recommendations for both live and recorded events. Testing has showed advantages compared to previous systems, as will be shown in the results.

COMUNICAÇÃO ESTRATÉGICA DE IES ATRAVÉS DO HANDEBOL DE ALTO RENDIMENTO

A tese aborda como a Universidade Metodista de São Paulo (UMESP) e a Universidade de Taubaté (UNITAU) utilizam o esporte de alto rendimento como meio de divulgação estratégica. O estudo mostra qual é a relação existente entre a comunicação institucional e mercadológica das referidas IES e o handebol de alto rendimento. A tese objetiva também, apresentar as ferramentas de comunicação utilizadas por UMESP e UNITAU para divulgar suas ações de patrocínio e, por fim, avaliar o grau do fluxo de comunicação dos profissionais de comunicação e marketing das IES com gestores esportivos do handebol. A comparação entre as IES analisadas deu-se pelo uso do método de pesquisa de ‘estudos de casos múltiplos’, já a pesquisa documental e a bibliográfica foram utilizadas para a construção teórica do trabalho. Os dados dos objetos de estudo foram coletados através do uso da técnica de entrevista, estas que, adotaram a característica ‘semiestruturada’ com perguntas abertas e uso de roteiro. Concluiu-se que as universidades UMESP e UNITAU pouco exploram a imagem vitoriosa do handebol de alto rendimento que investem como meio estratégico de divulgação