Lane T. Wakefield, Kirk L. Wakefield, J. Jensen, Gregg Bennett
{"title":"How Name, Image and Likeness “Fit” in Sport Partnerships","authors":"Lane T. Wakefield, Kirk L. Wakefield, J. Jensen, Gregg Bennett","doi":"10.7290/jasm13fgcz","DOIUrl":null,"url":null,"abstract":"Sponsorship opportunities in college athletics have shifted dramatically as athletes have rights to name, image and likeness (NIL). NIL assets, once illegal for college athletes, are prime avenues for brands to reach college sports fans, the largest and most avid sports fan base in the US (Dosh, 2021). Our purpose is to evaluate how these changes “fit” into the overall sponsorship landscape and what will come next. With the impact on brands, properties and consumers over time, we narrow our discussion around “fit,” the most prevalent factor in academic sponsorship research (Wakefield et al., 2020).","PeriodicalId":43607,"journal":{"name":"Journal of Applied Sport Management","volume":"1 1","pages":""},"PeriodicalIF":0.5000,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Applied Sport Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.7290/jasm13fgcz","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 2
Abstract
Sponsorship opportunities in college athletics have shifted dramatically as athletes have rights to name, image and likeness (NIL). NIL assets, once illegal for college athletes, are prime avenues for brands to reach college sports fans, the largest and most avid sports fan base in the US (Dosh, 2021). Our purpose is to evaluate how these changes “fit” into the overall sponsorship landscape and what will come next. With the impact on brands, properties and consumers over time, we narrow our discussion around “fit,” the most prevalent factor in academic sponsorship research (Wakefield et al., 2020).
随着运动员拥有姓名、形象和肖像权(NIL)，大学体育项目的赞助机会发生了巨大变化。对于大学运动员来说，零资产曾经是非法的，现在是品牌接触大学体育迷的主要途径，大学体育迷是美国最大、最狂热的体育迷群体(Dosh, 2021)。我们的目的是评估这些变化如何“适应”整个赞助环境，以及接下来会发生什么。随着时间的推移对品牌、财产和消费者的影响，我们缩小了对“契合度”的讨论范围，这是学术赞助研究中最普遍的因素(Wakefield et al.， 2020)。
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