This paper critically examines the processes of meaning creation and transfer in sports celebrity endorsements. It uses findings from a qualitative case study that investigated how Canadian journalists covered Simon Whitfield's gold medal win in the inaugural men's triathlon Sydney Olympic Games...

Sport is now mobilized as a novel and effective means of achieving international development goals, leading to an increasingly institutionalized relationship between sport and development. While there is recent evidence of the effectiveness of Sport for Development and Peace (SDP) programmes and...