Purpose: The purpose of this paper is to better understand the management of accounts that sport for development (SFD) agencies provide. Design/methodology/approach: A recognized methodology for analyzing narratives is mobilized to collate a longitudinal sample of one agency’s president’s...

Purpose – The purpose of this paper is to analyse the cultural impact and the importance of the Montreal Canadiens hockey club for its francophone fans, as well as to define to which extent young French Canadians (“Quebecers”) associate themselves with the team as a part of their identity...

Purpose – The purpose of this is to analyse co‐branding as leverage for both teams and equipment manufacturers in their internationalization endeavours. In other words, how can teams and equipment manufacturers benefit from their association in order to expand internationally?...

Purpose – The purpose of this paper is to identify the catalyzing factors team managers of previously successful European football clubs could capitalize on in order to build or rebuild the brand identity of their respective team via the Europa League. Design/methodology/approach – The...

Purpose – The purpose of this paper is to better understand the factors that may improve or hinder the impact of sport for development and peace projects. Sport for development and/or peace (SDP) has been described as an emerging, yet under-theorized research field (Schnitzer et al. , 2013)....

Purpose – The purpose of this research is to understand the overall consumer experience, while highlighting the means through which consumers live and take possession of what they consume. Design/methodology/approach – Holt’s typology serves as the theoretical background. Choosing a...

This study presents a multi-method based approach to matching fan expectations and needs with a franchise's strategic vision. This approach is demonstrated by looking at a Canadian team in the National Hockey League. The needs of the customers are assessed through a questionnaire survey and an...

In the post modern era, a product or service has four potential representations: experiential; social; democratic; and an element of an organisation, a network or a universe. This paper looks at post modern product representations in the sports industry that are supported by marketing decisions....

This paper looks at how two sports teams, hockey club the Toronto Maple Leafs and Football Club Barcelona, have each built and leveraged their brand equity. The main differences between the two clubs lie in how they position their brands. For TML, the affective and experiential sides of the...

Today, in the sports arena, the status of a sports team brand is vital. The purpose of this paper is to describe and explain how a team can become an international global brand. Following a conceptual approach, it articulates a model for a team's brand internationalisation and proposes four...