The purpose of this paper is: to explain the relative influence of attitude, subjective norm, and perceived behavioral control on purchase intention of the 2010 FIFA World Cup sponsored products; and to compare the purchase intention of American and Korean spectators toward sponsoring products...

Major League Soccer (MLS) officials have focused on the construction of soccer-specific stadiums as a key aspect of the league's development strategy. Research in numerous professional sport contexts has found that teams tend to experience an increase in attendance after moving into new...