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Hospitality, Leisure, Sport & Tourism
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Summary: This study evaluates the current contributions of environmental sustainability in sport literature and identifies research directions. The results indicate that environmental sustainability in sport is an emerging field, with a focus on North American studies. The study highlights the importance of researching management and governance of environmental initiatives, environmental education, and achieving environmental sustainability through sport.
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Summary: The study aims to explore the motives and strategies of agents in presenting elite athletes with disabilities (EAwD). Utilising a phenomenological qualitative approach and guided by the Model of Athlete Brand Image (MABI), interviews were conducted with agents of EAwD from the United States, Canada, and Ireland. Findings indicate that agents are motivated by business opportunities and the marketability of the athlete, and they use storytelling, social media, and advocacy as strategies to market their athletes. Social media was seen as a critical tool for athlete branding.
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Summary: This article combines research on communication theory, influencer marketing, and personal branding to examine a new type of social media influencer - the college athlete influencer. Previous research in sports has not specifically explored the unique characteristics of college athletes as marketing influencers. By using a sequential explanatory mixed-methods approach, this study provides a comprehensive understanding of the source of college athletes' influence on social media. Quantitative results indicate that projecting an athletic identity on social media enhances the influencer's credibility and increases the likelihood of consumers purchasing the products they endorse. Furthermore, qualitative findings suggest that the shared school identity acts as the ultimate driving force for the bond between the influencer and the consumer, which subsequently impacts the consumer's purchasing decisions. This study offers practical implications for schools, colleges, and brands looking to build compelling sponsorships in the name, image, and likeness era.
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