The role of sports marketing in attracting audiences towards less popular sports
Open Access
- 7 December 2020
- journal article
- research article
- Published by Emerald in Journal of Humanities and Applied Social Sciences
- Vol. 4 (2), 113-131
- https://doi.org/10.1108/jhass-04-2020-0059
Abstract
Purpose: The purpose of this study is to examine how sports marketing can attract audiences towards less popular sports. Design/methodology/approach: A total of 22 interviews were conducted first to explore the opinions of sports professionals about how audiences can be attracted towards less popular sports. Then 479 responses to an online questionnaire were collected. The online questionnaire includes a pretest-posttest experiment in which each respondent has watched a video. Confirmatory factor analysis, reliability test and hierarchical regression analysis have been performed. Findings: The elements of sports marketing that can help to attract audiences towards less popular sports are sports media, sports advertising, star athlete and sports sponsorship. The performance of national teams moderates the relationship between sports advertising and attraction towards less popular sports. Originality/value: To the best of the authors’ knowledge, a definition of sustainable sports marketing is introduced for the first time. Sustainable sports marketing can be defined as the continuous implementation of marketing activities in the sports context to ensure the continuous existence of the sports themselves (all types of sports) and the prosperity of future generations. Elements that can attract audiences towards less popular sports have been examined for the first time.Keywords
This publication has 49 references indexed in Scilit:
- Selecting a female athlete endorser in ChinaEuropean Journal of Marketing, 2011
- Sustainability marketing in the emerging markets: imperatives, challenges, and agenda settingInternational Journal of Emerging Markets, 2011
- Attitudes and Attraction: Optimism and Weight as Explanations for the Similarity-Dissimilarity AsymmetrySocial and Personality Psychology Compass, 2010
- The role of the media in influencing residents' support for the 2012 Olympic GamesInternational Journal of Event and Festival Management, 2010
- Idolizing sport celebrities: a gateway to psychopathology?Young Consumers, 2010
- “Bend it like Beckham”: the influence of sports celebrities on young adult consumersYoung Consumers, 2010
- The Importance of Interest: The Role of Achievement Goals and Task Values in Promoting the Development of InterestSocial and Personality Psychology Compass, 2009
- A Sustainable Sports Legacy: Creating a Link between the London Olympics and Sports ParticipationThe International Journal of the History of Sport, 2008
- Sports in the country of a billion: a study of the marketing possibilities and the resulting development of less popular sports in IndiaPublished by Elsevier BV ,2008
- PRELIMINARY VALIDATION OF THE SPORT FAN MOTIVATION SCALEJournal of Sport and Social Issues, 1995