The influence of sports events endorsement on children’s perceptions of healthy food products and brands

Field lab in marketing: Children consumer behaviour

Sports-events, tourism and destination marketing strategies: an Australian case study of Athens 2004 and its media telecast

The focus of this study was the media telecast of the Athens 2004 Summer Olympic Games. The study explored the efficacy of the Australian telecast in developing positive perceptions and attitudes of Greece as a tourist  destination and was origin-based—in that a survey was undertaken of a sample of Australian residents (n = 350). Participants were segmented based on their post-consumption perceptions of Greece. Four segments were identified and labelled—'extremely positive' (n = 75), 'highly positive' (n = 153), 'positive' (n = 83) and 'negative' (n = 29). Statistical differences were found between the segments based on whether attitudes towards Greece had improved as a result of their consumption of the media telecast of the Athens 2004 Olympic Games (Athens 2004). To gain insights into this phenomenon, open-ended responses provided by segment members were then analysed.

Across the sample, 38.7% of respondents indicated that their overall attitude towards Greece as tourist destination changed as a result of their consumption of the telecast of Athens 2004. Considering that the attitudes of participants in the current study improved, not as a result of first-hand experiences at the destination, but as a result of their vicarious experiences of the destination through consumption of a media telecast of a special event, the results provide insights to the efficacy of this particular telecast in developing positive attitudes with regard to Greece as a tourist destination. The results of this study could be used a benchmark for future event-related destination marketing strategies. Similarities and differences emerged between the segments with regard to the reasons as to why members of each of the clusters attitudes towards Greece as a tourist destination had improved as a result of their consumption of the telecast. While their responses appeared to be similar, the frequency in which the concepts emerged for each of the segments varied intensity. The key issues that emerged for the four clusters were the appearance of Greece; culture and history of Greece; capacity, or 'hostability', of Greece to stage the Athens 2004; and infrastructure in Greece.

An analysis of factors relating to attendance at sports events

The factors that motivate attendance at sports events are many and varied and include social dimensions and on-site entertainment. Recent studies have found that attendance at sporting events in Australia is on the rise with approximately seven million Australians attending sporting events in 2002 (Australian Bureau of Statistics 2003). The Australian bureau of statistics reports, however, that in the five-year period to 2002, male spectators outnumbered female spectators by 25%. This paper reports on a survey of 460 respondents from the city and suburbs of Melbourne that identifies and explores the factors that motivate attendance at sports events and compares the responses of male and female respondents. The findings show that male and female attendees place a different emphasis on different attendance factors and that venue managers can influence attendance through a variety of management and promotional strategies.

Sports events and the female market : an investigation of attendance motivations

Over the last five years, attendance at sports events in Australia has grown at a rate of 13%; however, male spectators outnumber female spectators by 25% (ABS 2003). Drawing on a sample of 175 female respondents from the city and suburbs of Melbourne, this study identifies and explores the factors that motivate their attendance at sports events. The results show that social dimensions as well as on site entertainment can have a strong influence in attracting a female audience and that omen will
not attend if the facilities provided are not of a high standard.

An exploration of the motivation to attend for spectators of the Lexmark Indy 300 champ car event, Gold Coast

The perceptions of spectators (N = 36) at the Lexmark Indy 300 Champ Car event were assessed via qualitative methods to evaluate their internal and external motivations to attend. The most common reason to attend was the atmosphere that the event created, and entertainment. Other reasons included the race, enjoying the company of friends, and group affiliation. The characteristics of the majority of attendees were predominantly male, 26 to 35 years old, from Queensland, who earned around AUD$50,000 to $75,000 per annum. The findings of the study have implications for sport marketers who wish to communicate to these individuals.

Sports anti-siphoning laws and the controversy of sports broadcasting: A case study of Pakistan

Controversies between private and public broadcasters over the broadcasting of live sports, especially cricket, during important sports events have emerged as a serious legal issue in Pakistan. Controversy between Geo Super and Pakistan Television over live telecast of the ICC Cricket World Cup is a typical example of such controversies. An aggressive legal battle, during a most important cricketing event, not only hampered the enjoyment of cricket viewers across the country but also gave Pakistan a bad name across the globe. This article discusses in detail this controversy and highlights lacunas in the existing sports broadcasting regime of Pakistan. There are no clear and well defined sports broadcasting laws in Pakistan. The Pakistan Electronic Media Regulatory Authority (PEMRA) rules are of general nature. Secondly, PEMRA rules are not comprehensive and explicit enough to provide clear guidelines about sports broadcasting. This may be a possible reason why sports broadcasting controversies reach the highest court in Pakistan, the Supreme Court of Pakistan. Despite these ugly battles between broadcasters, the government of Pakistan has never given due importance to this issue and no efforts have been made at any level to come up with legislation on sports broadcasting to avoid such controversies or to resolve them amicably in the light of well-defined laws on this subject. The purpose of this article is to draw the attention of the concerned authorities towards this important issue because in future more such controversies may be expected in the absence of a sports broadcasting regime in the country.

Sports Law

The term sports law is fourfold in nature and encompasses: (a) traditional areas of law, such as contract, tort, criminal, administrative and EU law, as applied to disputes of a sporting origin; (b) the particular impact that a range of statutory provisions might have on sport; for example, legislation governing discriminatory and unsafe practices in a workplace or monopolistic or fraudulent behaviour in an industry; (c) issues of public and social policy otherwise influencing the legislature and the courts, from the allocation of resources to the allocation of risk; and (d) lex sportiva, where that term is taken to reflect the various internal administrative regulations and awards by dispute-resolving mechanisms in sport. As a matter of practice, sports law tends to be concerned with the application of contract and commercial law principles to professional sport - and namely the application of such branches of law to disputes relating to the following "three pillars" of modern, professional sport i.e., disputes relating to the payment, sponsorship or endorsement of those who play sport for a living; disputes arising from decisions made by sports governing bodies; and disputes arising from the application of law to the holding of sports events.

Non-uniform printed antenna array for wireless communications in sports arenas

Wireless communications had a great development in the last years and nowadays they are present everywhere, public and private, being increasingly used for different applications. Their application in the business of sports events as a means to improve the experience of the fans at the games is becoming essential, such as sharing messages and multimedia material on social networks. In the stadiums, given the high density of people, the wireless networks require very large data capacity. Hence radio coverage employing many small sized sectors is unavoidable. In this paper, an antenna is designed to operate in the Wi-Fi 5GHz frequency band, with a directive radiation pattern suitable to this kind of applications. Furthermore, despite the large bandwidth and low losses, this antenna has been developed using low cost, off-the-shelf materials without sacrificing quality or performance, essential to mass production. © 2015 EurAAP.

Managing sport facilities and major events

A comprehensive introduction to sports events and facility management, this book guides students through the on-the-job issues and technical problems that sports managers have to address every day.