Die UEFA EURO 2008TM wurde in Österreich und der Schweiz ausgerichtet. Um die die Auswirkungen des Mega-Events für Österreich ermitteln zu können, haben die Autoren empirische Daten mittels Fragebögen in zehn Sprachen erhoben. In Innsbruck, Klagenfurt, Salzburg und Wien wurden über 8.000...

Using data from the 2007, 2008, and 2009 NASCAR seasons, this paper shows that the uncertainty of outcome hypothesis pertains to both race attendance and television audience, with the former only responding to race-level uncertainty and the latter responding to both race-level and season-level...

Collegiate sports have become increasingly popular in recent years with college football seeing, arguably, the greatest rise in popularity. This has led to an increased number of Football Bowl Subdivision (FBS) bowl games, which now culminate in a college football playoff. Universities are...

This study aims to investigate the influence of a soccer event sponsorship characterised by supporter involvement on consumer attitudes, perceptions and sponsorship awareness. An explanatory design was adopted and a pre-designed questionnaire was administered on a simple randomly selected soccer...

This study examines the influence of a sports event sponsorship on brand image and preference. An explanatory and survey research design was adopted, and a pre-designed questionnaire was administered to 400 soccer supporters selected using simple random sampling. Descriptive statistics were used...

Purpose - This study constructs the influence mechanism model of sustainable marketing activities (SMAs), event image, commemorative product perceived value and tourists' behavioral intentions (TBIs) in the sports tourism context of the Beijing Winter Olympic Games. Additionally, the article...