Purpose: The present study is an initial attempt to assess the impact of motivators and constraints on individual's intention for sport media consumption. The advancement of sport media consumption has been underlined by the academic literature during the past few years. In fact, one of the most conspicuous concerns that experts in the sport industry face nowadays is the fans' preference to stay home and watch sport events. The objective of this research is to determine the impact of motivations and constraints for individuals' sport media consumption intentions.Design/methodology/approach: A quantitative method was used for the purpose of this study, and a sum of 1,704 fulfilled questionnaires were obtained and analyzed by means of SPSS and AMOSFindings: According to the results, internal and external motivators such as attachment to team, achievement, social, drama, role model and promotion observed to have a considerable impact on participants' consumption intention. Moreover, results pointed out a significant impact of structural and intrapersonal constraints on consumption intention.Originality/value: The aim of the present research was to analyze the link between the constraints of spectator purposes and actual media consumption. In addition, there is an examination of generation-based factors among the spectators within the scope of possible contrasting aspects, a variable which has not been examined in any previous studies until now.

The objective of this study is to investigate the growing importance of societal marketing, by identifying the key variables in the sport sponsorship relationship, and more specifically to examine the impact of sponsor image on one major behavioral outcome, fans' purchase intention. Furthermore, the role of sport activity involvement and team attachment was investigated, in enhancing sponsor's image between football fans. The findings supported that Sponsor Image has a significant effect on the purchase intention (R² = 0,813, p < 0.001) regardless of the product fit. Sponsor image was weakly linked with sport involvement and team achievement.

The scope of this study is to examine the impact of board gender diversity on corporate cash-holding decisions within the European sport and leisure sector. A sample of 125 unique firms was selected for the period from 2008 to 2019, and analysis was performed using panel fixed-effects regressions. Empirical evidence documented that the higher the number of women serving on the board of directors, the higher the level of cash the firm holds. This result is attributed to the critical mass theory of governance, suggesting that boards having at least two women directors are associated with higher cash holdings compared to firms with one or no women directors. Additionally, gender diversity leads to increased cash holdings for firms with lower governance quality, suggesting that women on boards perform a monitoring role within those firms with the most severe agency problems. The results remain robust after several sensitivity tests controlling for potential endogeneity among the variables and the model’s functional form.

Purpose: The scope of this study was to underline the specific aspects of positive consumer attitude and behavior related to sports sponsorship. In more detail, the purpose of this study was to establish a comprehensive sponsorship framework integrating Beliefs about sponsorship, Sponsor's Image, Fans' Attachment with the team, Team's Performance, Fans' Sport Involvement, Sponsors' Sincerity, Awareness of Sponsors, Attitude toward Sponsors, Purchase intentions and Actual Purchases.Design/methodology/approach: Quantitative method was utilized and a sum of 2,752 questionnaires were effectively assembled and analyzed by means of SPSS and AMOS. The results of a structural equation model provide an exceptional conceptual framework that underlines the significance of comprehending the role of important factors in sponsorship efficiency.Findings: This paper provides the context for a discussion. It shows that various antecedents have a significant effect on real – instead of just intentions – purchase behavior regarding sponsors' products and services.Research limitations/implications: Various implications for future researches as well as strategies to boost the advantages for both sport clubs and sponsoring firms can be drawn from the suggested model.Originality/value: Up to present, only a handful of empirical studies have looked at the effect of sponsorship on the consumer. The majority of sponsorship studies measure the impact of the sponsorship effort on the recall and recognition of sponsors, with empirical results being inconclusive, with some studies showing high levels of recall and recognition while others show only marginal impact on recall and recognition. The present research provides a comprehensive framework, which can guide future studies by isolating the effect of sponsorship on actual purchase behavior, instead of just estimating individuals' purchase intentions.