Purpose The purpose of this paper is to compare the extended brand identities of two elite female athletes. Specifically, this exploratory case study assessed the extended brand identities of Jennie Finch and Cat Osterman, two iconic female softball athlete brands. Design/methodology/approach...

The purpose of this investigation was to understand how a sport-for-development event can be leveraged socially, and if event organizers created the best possible experiences for homeless participants through the creation of communitas and thus, social capital. We also examined the mechanisms...