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This document is the author's post-print version, incorporating any revisions agreed during the peer-review process. Some differences between the published version and this version may remain and you are advised to consult the published version if you wish to cite from it. Conceptualising and measuring fan identity using stakeholder theory AbstractResearch question: Building on identity theory and stakeholder theory, this study explores the concept of fan identity based on self-perceived levels of power, urgency, internal and external legitimacy, and examines their effects on behavioural intentions.Research methods: Data were collected from professional football fans (n = 532). A confirmatory factor analysis analysed the psychometric properties of the constructs, and a subsequent structural equation model examined the effects of fan identity on three behavioural intention measures. Results and findings:The results indicate acceptable psychometric properties of the multidimensional construct of fan identity composed of power, urgency, internal legitimacy and external legitimacy. Power and internal legitimacy were significantly related to the intentions to attend more games and to purchase merchandise, with internal legitimacy also influencing intentions to recommend games to others. Implications:This study provides the first exploration of fan identity as a multidimensional construct. The findings provide sport managers with useful insights on how to measure fan identity. This study serves as a catalyst for future research to understand the linkages between professional sport teams and their fans.

The purpose of this study is to examine players' physical and performance measures taken at the NFL Scouting Combine and compare these to their future performance in the NFL. From 2002-2016, three types of player data (N=5,506) were collected from secondary data sources. Results players earned on various NFL Scouting Combine drills and measurements (e.g., height, weight, 40-yard dash time, vertical jump, bench press repetitions, shuttle run time, and 3-cone drill time), the position players play on the field (e.g., quarterback, running back, wide receiver, tight end, offensive line, defensive line, linebacker, and defensive back), and if players received elite performance awards (e.g., Pro Bowl and All-Pro selections) in the future were collected. After analyzing the data, the results indicate that (1) NFL quarterbacks that received All-Pro and Pro Bowl awards tend to be taller, weigh more, run faster in the 40-yard dash, jump higher, complete more bench presses, and are slower for the shuttle run and 3-cone drill; (2) All-Pro and Pro Bowl NFL running backs tend to weight more, run the 40-yard dash faster, do not jump as high, complete more bench presses, and complete the shuttle run and 3-cone drills slower; (3) NFL wide receivers that were selected for the Pro Bowl or as All-Pros tend to be taller, weigh more, run the 40-yard dash faster, have a higher vertical jump, and run the 3-cone drill faster; (4) NFL tight ends that received All-Pro and Pro Bowl awards tend to be taller, weight more, run the 40-yard dash faster, jump higher, complete more bench presses, run the shuttle run slower, and complete the 3-cone drill faster; (5) All-Pro and Pro Bowl NFL offensive linemen tend to run the 40-yard dash faster, jump higher, are able to complete more bench presses, and run both the shuttle run and 3-cone drill faster; (6) NFL defensive linemen that were selected as All-Pro and Pro Bowl players tend to be taller, weight more, run the 40-yard dash faster, jump higher, complete more bench presses, and run the 3-cone drill faster; (7) NFL linebackers that were named to the All-Pro and Pro Bowl teams tend to be taller, weight more, run the 40-yard dash faster, jump higher, can complete more bench presses, and run both the shuttle run and 3-cone drill faster; (8) NFL wide receivers that were selected for the Pro Bowl or as an All-Pro tend to weigh more, run the 40-yard dash faster, jump higher, can complete fewer bench presses, and run the shuttle run slower. Certified strength and conditioning specialists for college and professional teams will be able to use these results to help train and set performance goals for American football athletes with whom they work and train.

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Nowadays sponsorship is an important part of sports events. Sports sponsorship offers more benefits, more variety and also it's a more powerful form of marketing. In general, sponsorship holds a unique position in the marketing mix because it is effective in building brand awareness, provides different marketing platforms and valuable networking and hospitality opportunities. Sponsorship marketing efforts can be influenced by culture. Especially when global sponsorship in sports which refers to sports events in different countries with different cultures, is under consideration. In such situations, sponsorship aspects can be affected by cultural obligations which are discussed in this article.

Beginning in early March 2020, sport in the United States entered an unprecedented period of hiatus due to the COVID-19 pandemic. The postponement, suspension, and cancellation of live sporting events impacted every professional and amateur sport organization, from the National Basketball Association to the National Association for Stock Car Auto Racing, high school sports to college football, and even esports leagues. Although the abrupt cancellation of live sporting events was disruptive, it did create opportunities for the production of new media and consumption opportunities for sport leagues, teams, and their fans through different types of sport media broadcasts. This commentary examines how the U.S. sport industry developed media content strategies using new, mixed, and rebroadcasted content, across multiple broadcast and streaming platforms, to provide sport consumption opportunities to fans who were largely quarantined at home. This research contributes to the existing scholarship on live and rebroadcasted mediated content, while providing guidance to content owners and rights holders facing uncertainty in the marketplace.

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