The Intention of Attending a Sporting Event Through Expectation Disconfirmation and the Effect of Emotions

This chapter examines the intenion of attending a sporting event using a cognitive-affective model. By using a survey at an international event, the authors show that emotions have a direct effect on satisfaction and an intermediary effect on the expectation disconfirmation and satisfaction and finally disconfirmation and satisfaction on the intention of attending the sport event. These results suggest that the organizers of sport events should pay special attention to emotional management before and during the activity.

An Update on the Marketing of the F1 Singapore Grand Prix Post 2014

In 2008, the inaugural Formula One SingTel Singapore Grand Prix was held as the first night-time race in the history of Formula One Grand Prix. The purpose of this chapter is to provide readers with a better understanding of how the F1 Singapore Grand Prix markets itself. The chapter begins by examining the history behind motor sports racing events in Singapore. This is followed by a review of the marketing activities of the F1 Singapore Grand Prix. The last section describes an analysis of spectators' blogs. The analysis suggests that the marketing of the event had been successful as there was a high level of awareness of the event. However, the analysis also indicated that there were spectators who were more interested in the concerts held in conjunction with the race. In 2014, there was a change in title sponsor from Singtel to Singapore Airlines. This chapter provides an update on the marketing of the event post 2014 from an earlier version published in Strategies in Sports Marketing: Technologies and Emerging Trends.

Boosting Football Club Brands Through Museums

This chapter focuses on the relatively recent phenomenon of the creation of museums by football clubs and discusses the role of football club museums as “branding platforms.” The authors review the case of Mondo Milan, an innovative museum founded in 2014 by A.C. Milan, to illustrate how the development of football club museums represents a marketing strategy aimed at boosting the club brand and broadening the club customer base. The analysis of the case—supported by an interview with the Marketing and B2C Sales Director of Mondo Milan—shows how football club museums represent an opportunity not only for generating revenue but also for attracting new market segments that can engage in the history and values of the club and enhancing their brand awareness and image.

Self-Presentation, Interaction, and Marketing of Chinese Athletes on Social Media

This chapter explored the characteristics of Chinese athletes' self-presentation and para-social interaction on social media using Goffman's self-presentation and para-social interaction theories. With the policies consciously supporting sport promotion in China, how to balance the commercialization and national glories, even the entertainment part is the linchpin of this. A content analysis of 552 Weibo posted by 10 male Chinese table tennis athletes was conducted. Results found that many Weibo posts are about interactivity (33%), especially with their teammates or coaches. Athletes also tend to be more personal on social media by posting amusing or emotional tweets. All showed that they present themselves as more of a marketing one but still under the frame of “the whole nation system.” Only a few Weibo were promotional (9%), indicating that the potential of achieving market objectives has not come to athletes' full awareness. Suggestions are athletes enhance the relationship with fans so as to enlarge the influence of themselves and the sport per se.

Sport Atmospherics' Influence on the Event Experience

This chapter discusses traditional and online atmospherics as a sport marketing strategy. Though with traditional retail roots, atmospherics have emerged as a strategy that may be utilized in the physical, online, and mobile sport environments. A comprehensive review of major traditional and sports atmospheric variables, online atmospheric variables including augmented and virtual reality, and applications to sport are discussed. In addition, the spectator experience cycle is introduced with atmospheric correlations. The purpose of the chapter is to explain why traditional and online atmospherics are important to the sport industry and to demonstrate how sport marketers may use physical, online, or mobile atmospherics to enhance spectator experience, increase loyalty, impact attitude, consumer choice, and impact purchase behavior. In addition, the chapter is meant to emphasize the importance of atmospherics to ultimately achieve sport promotional/marketing objectives. Finally, future research directions are recommended.

Relationship Between Satisfaction and Social Perception of the Negative Impacts of Sporting Events

Sporting events can be important stimulators of the cities that host them. The aim of this chapter is to find the relationship established between the residents' perception of the negative impacts associated with the holding of three sporting events in the same city and the degree of satisfaction with their hosting them. A total of 567 subjects in Valencia (Spain) were interviewed. A questionnaire composed of nine items about possible negative impacts and an indicator of overall satisfaction with the celebration of the event was used for this work. The results showed that the residents' perception of the possible waste of taxpayers' money associated with the construction of event facilities showed a significant prediction in explaining the degree of satisfaction with the holding of sporting events.

Getting Supporter Engagement in Sports

This chapter attempts to provide a better understanding of the impact that sport marketing is having on achieving customer engagement. To accomplish this goal, the case of the Real Madrid F.C., estimated at having over 200 million supporters worldwide, is analyzed. Moreover, the team is among the top three clubs of the world in terms of followers and engagement on social media. As regards brand value, the Real Madrid F.C. is worth more than any team in the world. The combination of the aforementioned factors made the Real Madrid F.C. the appropriate brand to choose for this study, representing a leading organization in sports, business, and marketing. A number of methods were used to collect data for this study; specifically, information about the team was gathered by repeatedly browsing its website, Facebook, Twitter, Instagram accounts, and apps. Data from interviews published in business press and posts were also compiled. Additionally, a focus group was conducted to discuss the customer engagement of Real Madrid's fans.

The Marketing Implications of Up-and-Coming Sports and of Official International Sports Rating Systems

To effectively market the major international sports, those sports are identified along with their special characteristics. Further, widely available official ranking information about the best nations and individuals at those sports are located so that the special features of each ranking system can be creatively used to arouse spectator and sponsor interest. The three primary sources of recognition are identified: the International Olympic Committee, which recognizes 122 sports; SportAccord (also known as GAISF), which recognizes those plus another 21 sports; while Wikipedia lists those plus another 26 widely played sports for a total of 169. The immense popularity of the up-and-coming e-sports (electronic sports) strongly suggest opportunities for marketing. The 108 sports with ratings systems are covered in the sequence—36 object sports, 59 independent sports, 9 combat sports, and 4 mind sports—followed by the special implications that present themselves for effective marketing. Marketing guidance is then presented for the 61 sports without a rating system. Links to all 169 sports are identified, providing a wealth of individual and team information along with the official ratings. References, internet links, and definitions of all key terms are listed at the end of this chapter.

City Marketing Using Sport Events

Sport events have become a key element in revitalizing tourism and a valuable instrument for city marketing managers. This is true not only for mega-events but also for medium and small-size events. This chapter focuses on two editions of the same sport event as an example of how it can be used for these purposes. The authors have chosen the Spanish Swimming Master Championship celebrated in the city of Pontevedra in 2011 and 2015. The choice of the city is justified by its concern about celebration of sport events during the last decade as a means of promoting the city and increasing tourism.

Golden Medals

This chapter conducts an in-depth study regarding European football clubs' marketing strategies and brand management approaches in order to evaluate customers' perceived ethicality and how consumers value corporate social responsibility activities. Specifically, the case of European football clubs is evaluated during the 2013-2018 period. The evolution of the value of the top 20 football teams in 2013 were considered as they are the most valuable ones, and most renowned in terms of worldwide supporters and revenues. Furthermore, the success of the top three teams, Manchester United, FC Barcelona, and Real Madrid FC, were studied. The findings highlight how European football clubs should incorporate corporate social responsibility into their marketing strategy, combining it with their own players' approaches, in order to increase their value and reputation.