Over the past decade, escalation of commitment theory has gained traction and relevance in
the sport management literature. The purpose of this paper was to review the current …

The purpose of this research study was to examine the effect of sports sponsorship on the
promotion of sports events. While scholars have explored the main reasons why …

Intercollegiate beach volleyball has emerged as the fastest growing sport in the National
Collegiate Athletic Association (NCAA) because of the popularity and marketability of the …

Fan identification often leads to emotional attachment and buying behaviour in sport fans.
The purpose of this study was to identify the relationship between fan identification and …

Each year social media usage increases which creates new opportunities for marketers to
promote their products and brands. Sports teams and athletes are joining social media …

O presente relatório de estágio tem como finalidade perceber a contribuição do patrocínio
de eventos para a marca Galp, através da análise de três principais eventos: o Festival …

Rivalries are a powerful promotional tool that can help drive identification with a brand,
attendance at sports events, and subsequent consumer spending. While rivalries often …

Abstract In 2011, the University of Colorado (CU) and the University of Utah (UU)
announced that their athletics teams would begin competing in the Pacific 12 Conference …

Puropose: The main aim of this article is to examine the effects of sponsorships on the
marketing of a sports organization. Design/Methodology/Approach: We have used …

There is abundance of data in the new digital age which can be harnessed to gather insights
through application of data analytics. This study develops model to assess the performance …