{"title":"Always Together: How Football Clubs Want Constant Connections with Fans","authors":"Fernando Vannier Borges","doi":"10.30958/ajspo.5-4-2","DOIUrl":"https://doi.org/10.30958/ajspo.5-4-2","url":null,"abstract":"","PeriodicalId":8622,"journal":{"name":"ATHENS JOURNAL OF SPORTS","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85164963","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The question whether the “event” is an effective marketing tool or not has been extensively discussed and demonstrated in recent years. In particular in the case of brand messages, the event has become absolutely indispensable in the tool mix. Also in the field of educational marketing, the messages must also be brought to life. As a partner for sports organizations in the digital education sector we accompany our clients in the introduction and implementation of new formats in education and training. This also includes support in the process of making known the plan primarily within the organization itself, for example an association. In this connection over the past years we have worked intensively on the development of strategies and marketing tools which assist our clients to bring alive the message of the new approach to education. In this article the innovative event format “Blended Conference” is presented by means of a real example and discussed in relation to its development potential in sports sector educational marketing. The format is based on the concept structure of Blended Learning as known in the education sector. By enlarging the physical event space with a virtual one, many new possibilities open up on a variety of levels of multi-sensual perception by the recipients. The event, which comprises online and presence times, can be placed in the category of “hybrid events”. The combination of online, presence and online wrap phase, places great focus on the continuous involvement of the recipient. This gives rise to three central dimensions served by this format: Information, interaction and inspiration. In each phase the focus lies on another dimension. Thanks to this blended approach, those taking part at the event, can experience the staged message in various and intense ways.
{"title":"“Blended Conference” as Video Supported Event Format in the Educational Marketing Mix of Sports Organizations","authors":"Rebecca Gebler-Branch","doi":"10.30958/AJSPO.5-4-4","DOIUrl":"https://doi.org/10.30958/AJSPO.5-4-4","url":null,"abstract":"The question whether the “event” is an effective marketing tool or not has been extensively discussed and demonstrated in recent years. In particular in the case of brand messages, the event has become absolutely indispensable in the tool mix. Also in the field of educational marketing, the messages must also be brought to life. As a partner for sports organizations in the digital education sector we accompany our clients in the introduction and implementation of new formats in education and training. This also includes support in the process of making known the plan primarily within the organization itself, for example an association. In this connection over the past years we have worked intensively on the development of strategies and marketing tools which assist our clients to bring alive the message of the new approach to education. In this article the innovative event format “Blended Conference” is presented by means of a real example and discussed in relation to its development potential in sports sector educational marketing. The format is based on the concept structure of Blended Learning as known in the education sector. By enlarging the physical event space with a virtual one, many new possibilities open up on a variety of levels of multi-sensual perception by the recipients. The event, which comprises online and presence times, can be placed in the category of “hybrid events”. The combination of online, presence and online wrap phase, places great focus on the continuous involvement of the recipient. This gives rise to three central dimensions served by this format: Information, interaction and inspiration. In each phase the focus lies on another dimension. Thanks to this blended approach, those taking part at the event, can experience the staged message in various and intense ways.","PeriodicalId":8622,"journal":{"name":"ATHENS JOURNAL OF SPORTS","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80080675","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The aim of this research is to initiate a knowledge transfer from sports economics to upcoming e-sports research. Sports economics has shown, especially for the USA, that there is an overall budget constraint for leisure time activities and thus for spending not only on sports events. Therefore, an increase in stadium capacities will possibly lead to a shift from other activities, i. e. cinemas and restaurant, but not to an increase in overall spending and employment. This research tries to show this shift effect for the attendance volume at professional sports’ events in Hamburg. Hamburg is an interesting case because within the reviewed decade three professional teams have vanished, two new were established and football stadium capacities were increased. The results show that especially the increase of St. Pauli’s stadium capacities but as well the establishing of the basketball team Towers probably had a significant (in) direct influence on attendance at HSV Handball crowd. Furthermore, after the first teams of HSV Handball and Hamburg Freezers Ice Hockey were withdrawn from professional sports competition a massive increase in attendance to their amateur alternatives occurred. The effects on HSV football and the American football team “Huskies” would need further research. The results indicate that upcoming e-sports will have an effect on the established leisure activities, probably including traditional professional sports. Thus, further research is required to analyse the effect of upcoming e-sports upon traditional sports, but as well cinemas, restaurants and concerts, before considering subsidies for e-sports.
{"title":"Budget Constraints as Link between Sports Economics and E-Sports? An Analysis of the Development of Hamburg’s Total Attendance at Professional Sports and Potential Lessons Learned for E-Sports","authors":"Till Wewer","doi":"10.30958/ajspo.5-4-5","DOIUrl":"https://doi.org/10.30958/ajspo.5-4-5","url":null,"abstract":"The aim of this research is to initiate a knowledge transfer from sports economics to upcoming e-sports research. Sports economics has shown, especially for the USA, that there is an overall budget constraint for leisure time activities and thus for spending not only on sports events. Therefore, an increase in stadium capacities will possibly lead to a shift from other activities, i. e. cinemas and restaurant, but not to an increase in overall spending and employment. This research tries to show this shift effect for the attendance volume at professional sports’ events in Hamburg. Hamburg is an interesting case because within the reviewed decade three professional teams have vanished, two new were established and football stadium capacities were increased. The results show that especially the increase of St. Pauli’s stadium capacities but as well the establishing of the basketball team Towers probably had a significant (in) direct influence on attendance at HSV Handball crowd. Furthermore, after the first teams of HSV Handball and Hamburg Freezers Ice Hockey were withdrawn from professional sports competition a massive increase in attendance to their amateur alternatives occurred. The effects on HSV football and the American football team “Huskies” would need further research. The results indicate that upcoming e-sports will have an effect on the established leisure activities, probably including traditional professional sports. Thus, further research is required to analyse the effect of upcoming e-sports upon traditional sports, but as well cinemas, restaurants and concerts, before considering subsidies for e-sports.","PeriodicalId":8622,"journal":{"name":"ATHENS JOURNAL OF SPORTS","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90878628","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"“eSport Should be played in School”. The Project “eSchool” by DGS Dialogue Lecture","authors":"J. Lemcke, Ina Weh","doi":"10.30958/ajspo.5-4-6","DOIUrl":"https://doi.org/10.30958/ajspo.5-4-6","url":null,"abstract":"","PeriodicalId":8622,"journal":{"name":"ATHENS JOURNAL OF SPORTS","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81736945","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Using Artificial Intelligence and the Internet of Things to Enable Context-Dependent Recommendations in the Smart City and Smart Factory","authors":"C. Igel, C. Ullrich, M. Kravcík","doi":"10.30958/AJSPO.5-4-1","DOIUrl":"https://doi.org/10.30958/AJSPO.5-4-1","url":null,"abstract":"","PeriodicalId":8622,"journal":{"name":"ATHENS JOURNAL OF SPORTS","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83192395","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
J. Förster, Andreas Hebbel-Seeger, Thomas Horky, H. Schulke
{"title":"Editorial of the Special Issue","authors":"J. Förster, Andreas Hebbel-Seeger, Thomas Horky, H. Schulke","doi":"10.30958/ajspo.5-4-0","DOIUrl":"https://doi.org/10.30958/ajspo.5-4-0","url":null,"abstract":"","PeriodicalId":8622,"journal":{"name":"ATHENS JOURNAL OF SPORTS","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77840689","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Only two papers have been published on physical and/or performance characteristics for women Rugby Union (RU) players and no data is available for Academy/ developing women RU student-athletes. The objective of this paper was to investigate, using descriptive statistics, the potential enhancement of physical and performance variables of New Zealand Women RU Academy student-athletes (NZWRUSA) over a 31-weekpremier league season and over 52-weeks, and compare this data with previous publications. Players trained 25hours per week, with an additional 12 to 15hours being scheduled for team practices and game play. Data collection was scheduled for set intervals. Over the Otago Rugby Football Union premier league season (weeks 1-31) mean data illustrated an increase in body weight(trivial Cohn’s effect size (ES/d)) with concurrent performance enhancement in all but one performance variable, ES ranging between trivial (d = 0.08) and large (d = 2.44). Over 52-weeks of training, body weight increase was again accompanied with improvements in all performance parameters except the two sprints, with large ES difference in lower extremity power (d = 1.49), upper body strength-bench press (d = 1.44), and anaerobic endurance effort (d = 2.37).Physical and performance enhancement, over a 31-week competitive-season and over 52-weeks, is possible even with an increase in body weight.
{"title":"Physical and Performance Changes in Rugby Union Female Student-Athletes Over 31-and 52-Weeks","authors":"N. Rishiraj, B. Niven","doi":"10.30958/ajspo.5-3-2","DOIUrl":"https://doi.org/10.30958/ajspo.5-3-2","url":null,"abstract":"Only two papers have been published on physical and/or performance characteristics for women Rugby Union (RU) players and no data is available for Academy/ developing women RU student-athletes. The objective of this paper was to investigate, using descriptive statistics, the potential enhancement of physical and performance variables of New Zealand Women RU Academy student-athletes (NZWRUSA) over a 31-weekpremier league season and over 52-weeks, and compare this data with previous publications. Players trained 25hours per week, with an additional 12 to 15hours being scheduled for team practices and game play. Data collection was scheduled for set intervals. Over the Otago Rugby Football Union premier league season (weeks 1-31) mean data illustrated an increase in body weight(trivial Cohn’s effect size (ES/d)) with concurrent performance enhancement in all but one performance variable, ES ranging between trivial (d = 0.08) and large (d = 2.44). Over 52-weeks of training, body weight increase was again accompanied with improvements in all performance parameters except the two sprints, with large ES difference in lower extremity power (d = 1.49), upper body strength-bench press (d = 1.44), and anaerobic endurance effort (d = 2.37).Physical and performance enhancement, over a 31-week competitive-season and over 52-weeks, is possible even with an increase in body weight.","PeriodicalId":8622,"journal":{"name":"ATHENS JOURNAL OF SPORTS","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90206299","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Social impacts of international sport events can be defined as the way the sport events changes the collective and individual values, pattern of behaviour, structure of the community, the way and quality of life. The paper looks into the opportunities and ways to involve the citizens of the organizing city and making them committed towards the international sport events. Additionally it seeks answers to the question, how sport facilities related to European Youth Olympic Festival (in the following EYOF) could increase the sport economic activity of the City of Győr? Between 1998 and 2002 and especially since 2010, the Hungarian Government handles sport as a priority strategic sector. During the planning phase of EYOF one of the main goals evolved was the widespread inclusion of the citizens of Győr. In case of the infrastructural investments and facilities they were not just built for the EYOF but for post utilization. The objective of post utilization is to increase the medium and long term participation of the citizens of Győr, and thus serve health prevention. The quantitative study consisted two surveys with the participation of 1337 residents of Győr. The results of the research taken before and after the event, showed the change in the citizen’s perception towards EYOF in accordance of their experiences during the event. The qualitative research included interviews with professionals and field-research. In the study we identified the implemented actions of the organizing city in order to involve the urban population as much as possible. In case of infrastructural investment we investigate if there was any improvement in the sport activity of citizens.
{"title":"Social Impacts of International Sport Events – Based on Experiences from European Youth Olympic Festival 2017 Győr","authors":"Tünde Máté","doi":"10.30958/AJSPO.5-3-4","DOIUrl":"https://doi.org/10.30958/AJSPO.5-3-4","url":null,"abstract":"Social impacts of international sport events can be defined as the way the sport events changes the collective and individual values, pattern of behaviour, structure of the community, the way and quality of life. The paper looks into the opportunities and ways to involve the citizens of the organizing city and making them committed towards the international sport events. Additionally it seeks answers to the question, how sport facilities related to European Youth Olympic Festival (in the following EYOF) could increase the sport economic activity of the City of Győr? Between 1998 and 2002 and especially since 2010, the Hungarian Government handles sport as a priority strategic sector. During the planning phase of EYOF one of the main goals evolved was the widespread inclusion of the citizens of Győr. In case of the infrastructural investments and facilities they were not just built for the EYOF but for post utilization. The objective of post utilization is to increase the medium and long term participation of the citizens of Győr, and thus serve health prevention. The quantitative study consisted two surveys with the participation of 1337 residents of Győr. The results of the research taken before and after the event, showed the change in the citizen’s perception towards EYOF in accordance of their experiences during the event. The qualitative research included interviews with professionals and field-research. In the study we identified the implemented actions of the organizing city in order to involve the urban population as much as possible. In case of infrastructural investment we investigate if there was any improvement in the sport activity of citizens.","PeriodicalId":8622,"journal":{"name":"ATHENS JOURNAL OF SPORTS","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86981897","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
In Lebanon, parliamentary elections took place in May 2018. After 9 years the ruling Sunni parties and their allies, led by Saad Hariri, were defeated by the political victory of the Shia parties Amal and Hezbollah and their allied party of the new president Michel Aoun. This change in political power sanctioned a situation who had already settled in within the first division of Lebanese men football during the season of 2017/2018. Through a study about football infrastructures, location of stadiums, structural organization of the football federation, the relation between constituencies and club affiliations to political parties and the distinguished role of women football, this article is aiming to analyse the ways in which the development in Lebanese football and politics intertwine.
{"title":"Ethnography of the Lebanese Football Clubs","authors":"Axel Maugendre","doi":"10.30958/AJSPO.5-3-3","DOIUrl":"https://doi.org/10.30958/AJSPO.5-3-3","url":null,"abstract":"In Lebanon, parliamentary elections took place in May 2018. After 9 years the ruling Sunni parties and their allies, led by Saad Hariri, were defeated by the political victory of the Shia parties Amal and Hezbollah and their allied party of the new president Michel Aoun. This change in political power sanctioned a situation who had already settled in within the first division of Lebanese men football during the season of 2017/2018. Through a study about football infrastructures, location of stadiums, structural organization of the football federation, the relation between constituencies and club affiliations to political parties and the distinguished role of women football, this article is aiming to analyse the ways in which the development in Lebanese football and politics intertwine.","PeriodicalId":8622,"journal":{"name":"ATHENS JOURNAL OF SPORTS","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75798071","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Why should a sport organization create an umbrella brand? Such a brand extension within a product category or across product categories is common, yet there is an absence of research exploring the plausible effects associated with the creation of such a brand. This conclusion is problematic because many umbrella branding related consequences may not be positive. This paper develops a model of sport umbrella branding which identifies conditions where a sport organization may find it beneficial to employ an umbrella brand and the circumstances where such branding should instead be deemphasized. To do so, we construct a theoretical model and examine the strategic choices of one non-profit sport organization to create an umbrella brand within this context. Our findings are threefold. First, the decision to umbrella brand is distinct from the firm’s objectives when the decision is not to pursue umbrella branding. Other considerations beyond profit orientation guide this decision. But decisions to adopt umbrella branding inherently include profit status. Moreover, the firm’s profit-seeking objectives may reveal valuable information about the firm’s pecking order of the firm’s most valued brands. Second, the benefits associated with umbrella branding are greater when a sport organization can coordinate activities that facilitate brand synergy across related joint products, e.g. operations. Lastly, subsumed brands should contribute to the brand equity of the umbrella brand, e.g. increase rather than diminish favorability or quality perceptions. Umbrella branding does not appear to be as an effective strategy when a subordinated product is perceived to be of variable quality or there is a poor perceptual fit across similarly branded products.
{"title":"Sport Brand Architecture: Branding Effects Associated with the Creation of an Umbrella Brand","authors":"D. Friesner, Carl S. Bozman, F. Valente","doi":"10.30958/ajspo.5-3-1","DOIUrl":"https://doi.org/10.30958/ajspo.5-3-1","url":null,"abstract":"Why should a sport organization create an umbrella brand? Such a brand extension within a product category or across product categories is common, yet there is an absence of research exploring the plausible effects associated with the creation of such a brand. This conclusion is problematic because many umbrella branding related consequences may not be positive. This paper develops a model of sport umbrella branding which identifies conditions where a sport organization may find it beneficial to employ an umbrella brand and the circumstances where such branding should instead be deemphasized. To do so, we construct a theoretical model and examine the strategic choices of one non-profit sport organization to create an umbrella brand within this context. Our findings are threefold. First, the decision to umbrella brand is distinct from the firm’s objectives when the decision is not to pursue umbrella branding. Other considerations beyond profit orientation guide this decision. But decisions to adopt umbrella branding inherently include profit status. Moreover, the firm’s profit-seeking objectives may reveal valuable information about the firm’s pecking order of the firm’s most valued brands. Second, the benefits associated with umbrella branding are greater when a sport organization can coordinate activities that facilitate brand synergy across related joint products, e.g. operations. Lastly, subsumed brands should contribute to the brand equity of the umbrella brand, e.g. increase rather than diminish favorability or quality perceptions. Umbrella branding does not appear to be as an effective strategy when a subordinated product is perceived to be of variable quality or there is a poor perceptual fit across similarly branded products.","PeriodicalId":8622,"journal":{"name":"ATHENS JOURNAL OF SPORTS","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76876184","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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