Purpose – In a currently western-dominated body of literature, the purpose of this paper is to empirically examine the relationship between motivation, experience, and satisfaction through a structural equation model. This empirical examination was performed in the context of a mega-sporting...

Over the past decade, the Olympic Movement has become increasingly dependent upon financial support provided by corporate sponsors. This study explores the evolution of the Olympic sponsorship programme, presents current and future marketing strategies employed by sponsors, and discusses major...

In the current social landscape, the media concentrate on the lifestyle and behavior of certain sport celebrities, and they demand that professional athletes display high standards of moral behavior. In addition, growing media intrusion presents the professional athlete as a damaged hero. The...