Gender Portrayals in Sport-Related Advertising: Print, Point-of-Purchase, and World Wide Web Versions of Women in Sport

Flyer for Fall 1999 ICS Faculty Fellow Lecture by Jacquelyn Cuneen.https://scholarworks.bgsu.edu/ics_fellow_lectures/1034/thumbnail.jp

Corporate Motives for Sport Sponsorship at Mid-Major Collegiate Athletic Departments

Sport sponsorship has become an increasingly important part of intercollegiate athletic revenue generation as universities have been forced to seek new and creative ways to fund their programs. The purpose of this study was to explore the benefits, criteria, and company factors that lead local corporations to embark upon sport sponsorship agreements within a specific region of mid-major sized universities. Respondents were corporate decision-makers who had forged sponsorships with three mid-major schools. Results reveal that sponsors have clear motives and preferences when agreeing to sponsor sport. On-site signage and cost were identified as being the most important information listed. Additionally, it was found that sponsorship evaluation was measured by only 55% of those surveyed

Collecting Celebrity: The Meanings and Process of Collecting Sports Memorabilia

The sports memorabilia marketplace has experienced exponential growth since the advent of Internet auction sites such as eBay. While collectors were once constrained by local encounters with personal collectors, the Internet now facilitates buying and selling on an international scale. This study explores the phenomenon of collecting sports memorabilia as it has been transformed historically as well as more recently. Scholarly literature suggests that fascination with the famous may have begun in ancient Greece, although contemporary studies of celebrity examine a broader scope of subjects in addition to an odd array of items collected. This study specifically addresses the following: first, what are historical and contemporary meanings of fame and/or celebrity; second, how do sports collectibles accrue value; and third, how do Internet auctions impact the sports collectibles marketplace? To explain the phenomenon of collecting sports memorabilia, one author offers a four-stage model known as the Sports Collectibles Commodity Continuum. This model draws upon concepts from previous literature: singularization (items may be set aside for special purposes)and commoditization (intersection of time, culture, and society) (e.g., see 4, 12, 20, 33). The model also introduces previously unarticulated notions of culturalization ( consumer identities and norms set by social, cultural, economic, and/or political forces) and marketization (singularized needs drive market prices). After assessing prices of sport collectibles offered on eBay, the authors conclude that the escalating use of online sport auctions will likely continue to impact the sports collectibles marketplace in ways that merit further study

Female Athlete Endorsers: Determinants of effectiveness

In drawing from social role theory and the match-up hypothesis, the purpose of this study was to determine influential variables regarding the effectiveness of female athlete endorsers. A 2 (gender appropriate/gender inappropriate) × 2 (sport related product/non-sport related product) experiment was conducted with 296 participants from four different universities throughout the United States. Results indicated that type of sport had little effect on credibility measures. Further, the athlete\u27s sport had no effect on athlete-product fit. The most important aspect relative to purchase intentions was the product being endorsed, not the sport in which the athlete competed. Results are discussed in terms of practical implications and theoretical considerations