The emphasis on relationships - as opposed to transaction-based exchanges - is redefining the marketing domain. Sports sponsorship is an important source of income for professional sporting organisations and an effective marketing tool for companies aiming at commercial objectives through sports...

In some sports leagues, the sports association sells broadcasting rights centrally in order to create competitive balance. In other ones, the market is decentral. As a result, there is competitive imbalance. In this paper, the preferred kind of marketing of sports associations is analysed....

The intellectual community of sociologists exists through engagement and debate. I am grateful to seven generous colleagues from a range of backgrounds and standpoints for taking on the challenge of responding to my 2018 British Journal of Sociology Annual Lecture – Andrew Cherlin, Claude...

Understanding brand relationships as perceived by consumers is important for the successful management and marketing of connected brands. Brand architecture and consumer behavior literature was integrated in this study to examine brand relationships between professional sport leagues and teams...

The day of reckoning in the to-pay-or-not-to-pay debate over college revenue sports — a day many higher education advocates have awaited for decades — is just about here. Many people believe that the debate will yield one of two outcomes: university trustees will pay the players, or they...