OOIR: Observatory of International Research

Papers

(The median citation count of International Journal of Sports Marketing & Sponsorship is 2. The table below lists those papers that are above that threshold based on CrossRef citation counts [max. 250 papers]. The publications cover those that have been published in the past four years, i.e., from 2022-05-01 to 2026-05-01.)

Article	Citations
A systematic review on spectator behavior in esports: why do people watch?	32
Investigating the socio-economic impacts of mega sports events on community participation and support: the case of FIFA World Cup Qatar 2022	27
Symbols, sponsors and supporters: exploring the role of symbolic leadership and sponsorship congruence in fan behavior	26
Factors influencing fan token purchase intent in sports fandom	25
Member identity in fitness centres and its consequences: an examination of members and managers' perspectives	23
#Trending towards brand crisis management: the case of the Seattle Kraken and BookTok	21
Examining valuation of corporate naming rights partnerships in collegiate sports and their impact on consumer behavior	19
Online posting intention: do the social communication and brand equity of esports matter?	18
Esports and Olympic Games: a cross-cultural exploration of the player support behaviour towards the Olympics	17
Consumer perceptions of a secondary ticket market: the case of StubHub and major league baseball	16
Sports ambassadors and destination image: a fuzzy set analysis	15
Sport team identification: a social identity perspective comparing local and distant fans	15
Why do fans go to football games? A discrete choice analysis of ticket buyers' preferences	15
Shaping fan engagement behaviour through digital platform features: the role of social capital – an experimental study	15
Associative personalities: investigating the impact of gender personality congruence between sport brands and individuals on life satisfaction	15
How expanded servicescape shapes fitness center members' decision-making processes: a stimulus-organism-response (SOR) model perspective	15
Machine learning prediction of factors affecting Major League Baseball (MLB) game attendance: algorithm comparisons and macroeconomic factor of unemployment	14
Centralizing sponsorship management in multi-divisional voluntary sports clubs: a multiple case study approach	14
Understanding motives and consumption behavior of sports NFT holders and non-holders: a case study of Kbollect	14
Salute to service or salute to skepticism? An empirical analysis of military members’ perceptions of the NFL’s military campaign	14
Insights from the inside: marketing agency practitioners’ perspectives on developing athlete brands	14
Corporate narratives in Olympic and Paralympic sponsorship: hybridity in the Milan-Cortina 2026 winter games	14
The impact of parasocial interaction with anthropomorphized AI chatbots on sport consumers’ loyalty	13
The spillover effect of Chinese sportswear brands' relationship quality: a perspective of Confucian yuanfen culture	13
Service quality, satisfaction and behavioural intentions in sport child camps: participants and parents' perspectives	13

Revisiting organizational identity and social responsibility in professional football clubs: the case of Bayern Munich and the Qatar sponsorship	12
Paradoxical relationship between esports toxicity and toxicity tolerance: moderated mediation by gender and positive reappraisal coping	12
Beyond a simple yes or no: using signal detection theory to measure sponsorship identification accuracy	12
From horizontal to vertical relationships: how online community identification fosters sport fans’ team identification and behavioural intentions	11
Sports fashion and sustainability: a perfect match?	11
The knowledge structure of corporate social responsibility in sport management: a retrospective bibliometric analysis	10
National Sports Networks rights fees: the influence of fantasy sports participation and women’s sports content	10
Inter- and intra-team differences in professional sport fans’ environmental attitudes	10
The impact of doping scandals on on-site spectator satisfaction at major sport events	10
Examining identity and perceived risk on technology acceptance and behavioural intentions of fans: an extended TAM perspective	9
Going green in road races: enhancing runners’ green brand loyalty – the roles of green brand positioning, attitude and identification	9
Government-public relationships in the context of mega sport events: conceptualisation and scale development	9
When celebrity endorsements collide with social activism: exploring athlete celebrity endorsements, social issues and brand perception	9
How do marketing practices impact price premium of co-branded sportswear? The moderating effect of product category fit and partner brand name	9
Diversity, equity and inclusion in the sport metaverse	9
Providing a framework and guidelines for sport organizations to understand and predict sport consumer behavior	9
Understanding the relationship between acceptance of multifunctional health and fitness features of wrist-worn wearables and actual usage	8
Measuring spectators' perception toward peripheral stadium quality services after COVID-19: impact on their emotions and attendance intentions	8
Guest editorial: Diversity, equity and inclusivity in sport marketing research	7
The impact of virtual influencers’ anthropomorphism, attractiveness, credibility and sports knowledge on consumers’ information-sharing intentions	7
Gen Z’s expectations for the NFL: aligning corporate social responsibility with a values-driven generation	7
Sport sponsorship as a booster for customer engagement: the role of activation, authenticity and attitude	7
Diversity matters: highlighting the differences in sport consumption motives of marginalized college students	7
Dimensions and outcomes of experiential quality in the fitness industry: the case of Turkey	7
Team loyalty and intergenerational influence: the role of nurturant fathering in the transference process	7
Risk and psychological return: a moderating role of COVID-19 risk perception in the impact of team identification on vitality after sport spectatorship in Tokyo	7
Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers	7
The role of destination personality in the relationship between destination image and behavioral intention among ski tourists	6
Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy?	6
Streaming alternative sports formats through social media and their influence on sponsorship: Chilean perspective	6
The impact of banner ads on consumer attitude and purchase intention toward golf products: using product classification and contextual congruity	6
Ethics in quantitative sport management research: the impact of AI	6
Can sports-based corporate social responsibility performance reflect firms' market values and risks? Intertemporal evidence from Taiwan iSports corporate award-winning firms	6
Toward the professionalization of sponsorship management in voluntary sports clubs: a comprehensive analysis of components and their specifications	6
In the arena of debate: a systematic literature review on sports sponsorship by controversial industries	6
Promote the “wow”: (mis)representation, perception and reception of media promotion on wheelchair rugby	6
Is mobile gaming a new pillar of esports? Exploring players' in-game purchases in PC and mobile platforms by using flow and clutch	6
Guest editorial: Promises, paradoxes and perils: the current state and future directions of Web3 technologies and brand innovation in sports business	6
Endorsers and message types in sports advertising: cultural influences on consumer attitudes and intentions	6
A machine learning approach to predict classification of fans’ attitudes toward sponsors	5
Customer citizenship behaviour of older adults in community fitness centres: effects of service quality and satisfaction	5
Beauty premium and penalty in sport: text analysis of Instagram comments in the Korean women’s volleyball league	5
Promotion of the 2022 Olympic Winter Games on Chinese and Western social media	5
From global to local: a semiotic analysis of lululemon's sport marketing symbol system evolution in China	5
Voices of change through COLLECTIVE VISIBILITY : a case of women's empowerment in sport	5
Factors influencing sport fans' purchase of sport-related nonfungible tokens (NFTs)	5
Perceived value, service quality and service convenience on behavioral intentions in fitness centers: a comparison between customers with and without personal training	5
Distinctions in environmental attitudes between soccer and American football fans	5
Comparative study of US Olympic fandom: multi-level attachment dynamics across summer and winter games	5
The effects of functional and symbolic brand fit on consumer behavior in co-branding eco-friendly sportswear products	5

Effectiveness of esports sponsor advertising: analyzing screen placement, sponsor type and match period in esports events with eye-tracking	5
How do consumers evaluate sponsorship in the aftermath of sport celebrity scandals? Uncovering evidence on social media data mining	5
Preferences for attributes of running events: evidence from a choice experiment among recreational runners	4
How do mega sports events foster campus renewal? A case study of the Chengdu Universiade	4
Effect of baseball stadium food service quality on outcome variables with emphasis on the moderating role of stadium atmosphere	4
Unveiling consumer loyalty dynamics: insights for golf club loyalty programs	4
Corrigendum: Corporate narratives in Olympic and Paralympic sponsorship: hybridity in the Milan-Cortina 2026 winter games	4
The gendered plate: gender-specific food perceptions and sport sponsorship	4
Demonstrating and communicating artificial intelligence brand capabilities: Amazon Web Services sponsorship with the National Football League	4
From the player to the sponsor: exploring the interplay of attitudes in MMA sports sponsorship	4
The “why” behind generation Y amateur gamers' ongoing eSports gameplay intentions	4
When brand meets sport: a study of the interactive effects of brand perception and sport type on brand attitude	4
What health-related messages are promoted during mega sports events? A multi-country study of Paris 2024 Olympic and Paralympic Games	4
Once upon a time: using brand stories to sell signature sneakers	4
Gamers’ gratifications and continuous intention to play eSports: the mediating role of gamers’ satisfaction-a PLS-SEM and NCA study	4
Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity	4
Sport consumers: perceiving and enjoying danger in American football	4
Service quality and sport consumption in stadiums: the mediating role of perceived value	4
Comparing emotional and rational appeals in CSR messaging for sport products	4
Identifying online sports betting motivations associated with betting intention	4
Why do consumers buy sports NFTs? – decoding consumer values and needs driving purchase intention	4
Sport spectatorship in a virtual environment: how sensory experiences impact consumption intentions	4
Non-mega sport policy and economic development – a quasi-natural experiment based on the “National Football Model Counties”	4
Let's run green! Impact of runners' environmental consciousness on their green perceived quality and supportive intention at participatory sport events	4
Stakeholders' “voice” through social media: the case of corporate social responsibility in sport	4
From snow-curious explorers to die-hard snow devotees: segmenting winter sport tourists	4
The influence of immersion on revisit intention: empirical evidence from tourists at the Beijing Winter Olympic venue “Snow Ruyi”	4
New platform and new excitement? Exploring young educated sport customers' perceptions of watching live sports on OTT services	3
Esports fan identity toward sponsor–sponsee relationship: an understanding of the role-based identity	3
Influence of game context on sport fan dietary choices: framing food attributes to promote healthier eating	3
Gender differences in the effects of nostalgia on conspicuous consumption and impulsive buying	3
Service encounter and repurchase intention in fitness centers: perceived value as a mediator and service innovativeness as a moderator	3
Portrayals of wellness and health promotion in Super Bowl commercials: a content analysis study	3
Testing the relationships among involvement, sponsorship perceived fit and intention to purchase sponsors’ products: the case of esports tournament viewers	3
Negotiating sexuality, identity and marketplace culture: a case study on Gen Z’s interpretations of Durex’s esports sponsorship in China	3
Sports team success and managerial decisions: the role of playing-time concentration	3
Fan conflict or complement? Exploring the intersection of sports betting and team loyalty	3
Consumer adoption of artificially intelligence-supported devices for sports services: an empirical validation	3
Alcohol-free branding in formula one: stealth marketing strategy or something more?	3
Social media branding with sportainment: a case study of Burnley F.C.’s creative player announcement videos on X	3
Impact of sports brands’ activities: Are consumers willing to pay a price premium?	3
Successful operations of private youth sports academies in China: a case study of Cao Yanhua Table Tennis School in Shanghai	3
Economic impact of the Winter Olympics: examination of temporary housing prices	3
Corporate social responsibility interactivity and fan loyalty: exploring value-in-use in digital sports communities	3
Symmetric and asymmetric modeling to examine individuals’ intention to follow fitness YouTube channels: an integrated perspective of the UTAUT2 and UGT	3
Navigating emerging trademarks issues for sport brands in the metaverse	3
How CSR message specificity affects corporate image, attitudes and behavioral intentions among sport consumers? The moderating role of perceived CSR fit	3
Genuine or impression management? Uncovering biases in how people respond to the Black Lives Matter movement in sport	3
Returning for skill or popularity? The demand for esports match replay	2
Implementing trades of the National Football League Draft on blockchain smart contracts	2
From snow to screens: resident support for Olympic esports games in a former winter Olympic games host city	2
Strategic self-presentation and personal brand management of professional female athletes on Instagram	2
A cross-country comparison of Malaysia, Thailand and Indonesia golf tourism experience: a perceptual experience of Malaysian golfers	2
Case study: What’s the best (kept) secret about FIFA’s 2022 World Cup™? The case of Qatar’s Generation Amazing program	2
The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media	2
How advertising claims affect sports consumers' purchase intention of badminton rackets? The role of regulatory fit	2
Racial preferences in sports NFTs? Empirical evidence from NBA Top Shots	2
Virtual active sports: identifying main barriers and facilitators for casual fitness fans	2
Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements	2
Supporting the team, caring for the players: understanding fan perceptions of athlete wellbeing programmes	2
Taking fan engagement to a new level – assessing sports consumer interest in virtual environments and Web3 activations	2
Temporal team switching after the elimination of the supported team at a knockout tournament	2
Client retention strategies of early-career personal trainers: a case study of UGA Ramsey center	2
Continuance intention to use mobile fitness applications: the role of switching costs, guilt and neutralization techniques	2
Understanding determinants of virtual cycling adoption among voluntary sports clubs	2
Experiential virtual reality or informational video advertising? Assessing promotional effect on sport interest	2
Challenges facing the esports industry: a scoping review	2
A gendered socialization perspective on gender differences in sport fandom	2