Advertising, promotions, and other marketing communications are commonplace in the contemporary world of sports. Are sports fans irritated and annoyed by this commercial bombardment? This study investigates consumers’ perceptions of commercial messages during televised sporting events. The...

The resource-based view (RBV) of the firm has become a prominent management theory to analyze firm resources as potential sources of competitive advantage. Theorists have suggested sponsorship of sport properties as one such resource, yet specific cases of sponsorship’s role in a firm’s...

Central to the conceptualization of rivalry is the process of social categorization and seeing the self and others as members of ingroups and outgroups. For some sport fans — especially those deemed highly identified — a favorite team becomes an extension of one’s self, and opposing teams...

The concept of rivalry is nearly ubiquitous across sports, and although the term “rival” appears frequently in academic work, researchers have not applied a consistent approach to determine what constitutes a rival. The purpose of this research is to identify key characteristics of a rivalry...

Emotion impacts fans' information processing and evaluation of sport sponsors. This paper examines the emotion of schadenfreude (joy at others' misfortune) within rivalry contests under a cognition-emotion theoretical framework. Study 1 assesses the relationships between appraisals of 11 rivalry...

Contrary to the plethora of critical articles recently appearing in both the popular and business press, this carefully controlled investigation of 49 stadium- and arena-naming-rights agreement announcements provides striking evidence that such sponsorships can significantly enhance the stock...

This study presents the first analysis of the impact of NASCAR sponsorship announcements on the stock prices of sponsoring firms. The primary finding of the study-that NASCAR sponsorship announcements were accompanied by the largest increases in shareholder wealth ever recorded in the marketing...