Purpose: The purpose of this study is to evaluate children’s perceptions and attitudes towards sponsorship transition, specifically the change from Nike to PUMA as kit sponsors for Manchester City Football Club (MCFC) in July 2019. Design/methodology/approach: A sample of 368 children,...

Purpose: The purpose of this paper is to explore the social and personal drivers of co-creation in children. Design/methodology/approach: A sample of 463 children aged between 7 and 13 years were recruited. Using electronic event-based diaries, 2,631 entries were captured during an 18-month...