Red and White Blood Cell Counts Are Associated With Bone Marrow Adipose Tissue, Bone Mineral Density, and Bone Microarchitecture in Premenopausal Women

Bone marrow adipose tissue (BMAT) resides within the bone marrow microenvironment where its function remains poorly understood. BMAT is elevated in anorexia nervosa, a disease model of chronic starvation, despite depletion of other fat depots. In addition to BMAT, the marrow microenvironment also consists of osteoblast and hematopoietic progenitors. BMAT is inversely associated with bone mineral density (BMD) in multiple populations including women with anorexia nervosa, and regulates hematopoiesis in animal models. We hypothesized that BMAT would be associated with circulating populations of hematopoietic cells (red and white blood cells) in humans and performed a post hoc analysis of two studies—a cross‐sectional study and a longitudinal study—to investigate this hypothesis. We studied 89 premenopausal women cross‐sectionally (median age [interquartile range], 27 [24.5, 31.7] years), including 35 with anorexia nervosa. We investigated associations between red blood cell (RBC) and white blood cell (WBC) counts and BMAT assessed by 1H‐magnetic resonance spectroscopy, BMD assessed by DXA, and bone microarchitecture assessed by HR‐pQCT. In addition, we analyzed longitudinal data in six premenopausal women with anorexia nervosa treated with transdermal estrogen for 6 months and measured changes in BMAT and blood cell counts during treatment. Cross‐sectionally, BMAT was inversely associated with WBC and RBC counts. In contrast, BMD and parameters of bone microarchitecture were positively associated with WBC and RBC. In women with anorexia nervosa treated with transdermal estrogen for 6 months, decreases in BMAT were significantly associated with increases in both RBC and hematocrit (rho = −0.83, p = 0.04 for both). In conclusion, we show that BMAT is inversely associated with WBC and RBC in premenopausal women, and there is a potential association between longitudinal changes in BMAT and changes in RBC. These associations warrant further study and may provide further insight into the role and function of this understudied adipose depot. © 2020 American Society for Bone and Mineral Research.Peer Reviewedhttps://deepblue.lib.umich.edu/bitstream/2027.42/155991/1/jbmr3986.pdfhttps://deepblue.lib.umich.edu/bitstream/2027.42/155991/2/jbmr3986_am.pd

What is being done to deter ambush marketing? Are these attempts working?

This paper examines industry responses in Australasia and Europe to the growing practice of ambush marketing, to establish whether the measures that have been put in place to deter the practice have indeed prevented the ‘ambush’ effect, whereby audiences associate non-sponsoring organisations with particular sporting events. Although some of these measures may be more effective than others in blocking ambush attempts, they also come with potentially negative consequences for event sponsors

Tries and conversions: are sports sponsors pursuing the right objectives?

Sports sponsorship is perceived as important in developing relationships with key clients. However, few companies set relationship marketing objectives when sponsoring sports. This paper aims to examine whether sports sponsors are pursuing the right objectives. It concludes that a deeper understanding of the sponsor's relationship marketing objectives could heighten the sponsor's success, thereby reinforcing and sustaining their own relationship with the sponsoring organisation

Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing

This global study analyzes ambush marketing from the perspective of the sponsor and sport entity as partners in a business-to-business relationship. While it remains a real threat to the strategic co-branding objectives sought from the relationship, ambush is not necessarily as dangerous to sponsors as it has been in the past. Sponsors can use ambushers' attacks to their advantage by drawing attention to issues of legitimacy, by enhancing brand or corporate authenticity, and by appealing to consumers increasingly wary of disingenuous brands. Our findings confirm the potential to approach the sponsorship relationship as a co-marketing alliance to optimize co-branding objectives and to negate the effects of ambush.Francis Farrelly, Pascale Quester, Stephen A. Greyse

The Australian Cricket board (ABC): Mapping Corporate Relations

Academic research in the area of sports marketing has concentrated on bi-lateral relationships, such as that linking a sponsor with the recipient of support, or that between the audience and a particular sport. Yet the industry, made of many relationships, involves probably more than the mere sum of all these bi-lateral links. This paper first relates the principles of relationship marketing to the sports industry and presents a graphical representation of its multiple players and the relationships that bind them. Then, based on qualitative information obtained from the Australian Cricket Board, it illustrates how this industry map can be used by any player in the industry in order to identify and prioritise those relationship links in order to develop successful marketing strategies. It is suggested that industry mapping linked with the relationship marketing focus, can be the anchor for quality service improvements in the sports industry. © 1998, MCB UP Limite