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 2022-06-01 to 2026-06-01.)

Article	Citations
Investigating the socio-economic impacts of mega sports events on community participation and support: the case of FIFA World Cup Qatar 2022	33
Symbols, sponsors and supporters: exploring the role of symbolic leadership and sponsorship congruence in fan behavior	27
Factors influencing fan token purchase intent in sports fandom	25
A systematic review on spectator behavior in esports: why do people watch?	23
Member identity in fitness centres and its consequences: an examination of members and managers' perspectives	21
Esports and Olympic Games: a cross-cultural exploration of the player support behaviour towards the Olympics	19
Consumer perceptions of a secondary ticket market: the case of StubHub and major league baseball	18
Examining valuation of corporate naming rights partnerships in collegiate sports and their impact on consumer behavior	18
Sport team identification: a social identity perspective comparing local and distant fans	17
How expanded servicescape shapes fitness center members' decision-making processes: a stimulus-organism-response (SOR) model perspective	16
#Trending towards brand crisis management: the case of the Seattle Kraken and BookTok	16
Shaping fan engagement behaviour through digital platform features: the role of social capital – an experimental study	15
Insights from the inside: marketing agency practitioners’ perspectives on developing athlete brands	15
Understanding motives and consumption behavior of sports NFT holders and non-holders: a case study of Kbollect	15
Online posting intention: do the social communication and brand equity of esports matter?	15
Sports ambassadors and destination image: a fuzzy set analysis	15
Why do fans go to football games? A discrete choice analysis of ticket buyers' preferences	15
Associative personalities: investigating the impact of gender personality congruence between sport brands and individuals on life satisfaction	15
Machine learning prediction of factors affecting Major League Baseball (MLB) game attendance: algorithm comparisons and macroeconomic factor of unemployment	15
Salute to service or salute to skepticism? An empirical analysis of military members’ perceptions of the NFL’s military campaign	14
Beyond a simple yes or no: using signal detection theory to measure sponsorship identification accuracy	14
Corporate narratives in Olympic and Paralympic sponsorship: hybridity in the Milan-Cortina 2026 winter games	14
Centralizing sponsorship management in multi-divisional voluntary sports clubs: a multiple case study approach	14
Paradoxical relationship between esports toxicity and toxicity tolerance: moderated mediation by gender and positive reappraisal coping	13
The knowledge structure of corporate social responsibility in sport management: a retrospective bibliometric analysis	13

The impact of parasocial interaction with anthropomorphized AI chatbots on sport consumers’ loyalty	12
Revisiting organizational identity and social responsibility in professional football clubs: the case of Bayern Munich and the Qatar sponsorship	12
The spillover effect of Chinese sportswear brands' relationship quality: a perspective of Confucian yuanfen culture	12
Sports fashion and sustainability: a perfect match?	11
Service quality, satisfaction and behavioural intentions in sport child camps: participants and parents' perspectives	11
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
Government-public relationships in the context of mega sport events: conceptualisation and scale development	10
Going green in road races: enhancing runners’ green brand loyalty – the roles of green brand positioning, attitude and identification	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
Providing a framework and guidelines for sport organizations to understand and predict sport consumer behavior	9
Examining identity and perceived risk on technology acceptance and behavioural intentions of fans: an extended TAM perspective	9
Diversity, equity and inclusion in the sport metaverse	9
Understanding the relationship between acceptance of multifunctional health and fitness features of wrist-worn wearables and actual usage	8
Guest editorial: Diversity, equity and inclusivity in sport marketing research	8
Team loyalty and intergenerational influence: the role of nurturant fathering in the transference process	8
Dimensions and outcomes of experiential quality in the fitness industry: the case of Turkey	7
Promote the “wow”: (mis)representation, perception and reception of media promotion on wheelchair rugby	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
The impact of virtual influencers’ anthropomorphism, attractiveness, credibility and sports knowledge on consumers’ information-sharing intentions	7
The role of destination personality in the relationship between destination image and behavioral intention among ski tourists	7
Measuring spectators' perception toward peripheral stadium quality services after COVID-19: impact on their emotions and attendance intentions	7
Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers	7
Can sports-based corporate social responsibility performance reflect firms' market values and risks? Intertemporal evidence from Taiwan iSports corporate award-winning firms	7
Ethics in quantitative sport management research: the impact of AI	6
Diversity matters: highlighting the differences in sport consumption motives of marginalized college students	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
Voices of change through COLLECTIVE VISIBILITY : a case of women's empowerment in sport	6
The impact of banner ads on consumer attitude and purchase intention toward golf products: using product classification and contextual congruity	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
Toward the professionalization of sponsorship management in voluntary sports clubs: a comprehensive analysis of components and their specifications	6
A machine learning approach to predict classification of fans’ attitudes toward sponsors	6
In the arena of debate: a systematic literature review on sports sponsorship by controversial industries	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
Comparative study of US Olympic fandom: multi-level attachment dynamics across summer and winter games	6
Beauty premium and penalty in sport: text analysis of Instagram comments in the Korean women’s volleyball league	6
Customer citizenship behaviour of older adults in community fitness centres: effects of service quality and satisfaction	5
Perceived value, service quality and service convenience on behavioral intentions in fitness centers: a comparison between customers with and without personal training	5
Factors influencing sport fans' purchase of sport-related nonfungible tokens (NFTs)	5
The influence of immersion on revisit intention: empirical evidence from tourists at the Beijing Winter Olympic venue “Snow Ruyi”	5
How do consumers evaluate sponsorship in the aftermath of sport celebrity scandals? Uncovering evidence on social media data mining	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
From the player to the sponsor: exploring the interplay of attitudes in MMA sports sponsorship	5
Service quality and sport consumption in stadiums: the mediating role of perceived value	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
Distinctions in environmental attitudes between soccer and American football fans	5
Demonstrating and communicating artificial intelligence brand capabilities: Amazon Web Services sponsorship with the National Football League	5
From snow-curious explorers to die-hard snow devotees: segmenting winter sport tourists	5
Stakeholders' “voice” through social media: the case of corporate social responsibility in sport	4
Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity	4
Preferences for attributes of running events: evidence from a choice experiment among recreational runners	4
Influence of game context on sport fan dietary choices: framing food attributes to promote healthier eating	4
Effect of baseball stadium food service quality on outcome variables with emphasis on the moderating role of stadium atmosphere	4
Economic impact of the Winter Olympics: examination of temporary housing prices	4
Unveiling consumer loyalty dynamics: insights for golf club loyalty programs	4
When brand meets sport: a study of the interactive effects of brand perception and sport type on brand attitude	4
The gendered plate: gender-specific food perceptions and sport sponsorship	4
Gamers’ gratifications and continuous intention to play eSports: the mediating role of gamers’ satisfaction-a PLS-SEM and NCA study	4
Non-mega sport policy and economic development – a quasi-natural experiment based on the “National Football Model Counties”	4
Sports team success and managerial decisions: the role of playing-time concentration	4
Sport spectatorship in a virtual environment: how sensory experiences impact consumption intentions	4
Once upon a time: using brand stories to sell signature sneakers	4
Identifying online sports betting motivations associated with betting intention	4
The “why” behind generation Y amateur gamers' ongoing eSports gameplay intentions	4
Comparing emotional and rational appeals in CSR messaging for sport products	4
Corrigendum: Corporate narratives in Olympic and Paralympic sponsorship: hybridity in the Milan-Cortina 2026 winter games	4
Sport consumers: perceiving and enjoying danger in American football	4
Let's run green! Impact of runners' environmental consciousness on their green perceived quality and supportive intention at participatory sport events	4
Why do consumers buy sports NFTs? – decoding consumer values and needs driving purchase intention	4
What health-related messages are promoted during mega sports events? A multi-country study of Paris 2024 Olympic and Paralympic Games	4
How do mega sports events foster campus renewal? A case study of the Chengdu Universiade	4
Fan conflict or complement? Exploring the intersection of sports betting and team loyalty	3
Successful operations of private youth sports academies in China: a case study of Cao Yanhua Table Tennis School in Shanghai	3
New platform and new excitement? Exploring young educated sport customers' perceptions of watching live sports on OTT services	3
Impact of sports brands’ activities: Are consumers willing to pay a price premium?	3
Social media branding with sportainment: a case study of Burnley F.C.’s creative player announcement videos on X	3
Alcohol-free branding in formula one: stealth marketing strategy or something more?	3
Understanding determinants of virtual cycling adoption among voluntary sports clubs	3
From snow to screens: resident support for Olympic esports games in a former winter Olympic games host city	3
Consumer adoption of artificially intelligence-supported devices for sports services: an empirical validation	3
Gender differences in the effects of nostalgia on conspicuous consumption and impulsive buying	3
Esports fan identity toward sponsor–sponsee relationship: an understanding of the role-based identity	3
Corporate social responsibility interactivity and fan loyalty: exploring value-in-use in digital sports communities	3
How CSR message specificity affects corporate image, attitudes and behavioral intentions among sport consumers? The moderating role of perceived CSR fit	3
Navigating emerging trademarks issues for sport brands in the metaverse	3
Racial preferences in sports NFTs? Empirical evidence from NBA Top Shots	3
Genuine or impression management? Uncovering biases in how people respond to the Black Lives Matter movement in sport	3
Symmetric and asymmetric modeling to examine individuals’ intention to follow fitness YouTube channels: an integrated perspective of the UTAUT2 and UGT	3
Service encounter and repurchase intention in fitness centers: perceived value as a mediator and service innovativeness as a moderator	3
Negotiating sexuality, identity and marketplace culture: a case study on Gen Z’s interpretations of Durex’s esports sponsorship in China	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
Continuance intention to use mobile fitness applications: the role of switching costs, guilt and neutralization techniques	3
Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements	3
The more we post, the better? A comparative analysis of fan engagement on social media profiles of football leagues	2
Experiential virtual reality or informational video advertising? Assessing promotional effect on sport interest	2
Returning for skill or popularity? The demand for esports match replay	2
The effect of congruity of sports brand collaboration on consumers' explicit and implicit attitudes and purchase intention: moderating role of need for uniqueness	2
Challenges facing the esports industry: a scoping review	2
Case study: What’s the best (kept) secret about FIFA’s 2022 World Cup™? The case of Qatar’s Generation Amazing program	2
Who fills the stadium? Cluster-based insights from FC Barcelona's matchday audience	2
Beyond functionality: how perceived value shapes purchase intention for smart wearable fitness devices?	2
Supporting the team, caring for the players: understanding fan perceptions of athlete wellbeing programmes	2
Virtual active sports: identifying main barriers and facilitators for casual fitness fans	2
Client retention strategies of early-career personal trainers: a case study of UGA Ramsey center	2
How advertising claims affect sports consumers' purchase intention of badminton rackets? The role of regulatory fit	2
Taking fan engagement to a new level – assessing sports consumer interest in virtual environments and Web3 activations	2
The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media	2
Implementing trades of the National Football League Draft on blockchain smart contracts	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
A gendered socialization perspective on gender differences in sport fandom	2