To better understand the historical pattern of sport participation in Japan, two active elderly groups-Masters athletes and senior university students-were compared. Research findings suggest that Masters athletes perceive sport as serious and competitive, and their previous sport participation leads directly to their sport participation in later life. On the other hand, senior university stude...

the purpose of this study was to investigate the attitudes of managers in private companies towards sport sponsorship as an advertising tool. the method of this study was descriptive and survey and it was practical. the statistical population of research included all chief managers (executive officers, financial officers or sales officers) of private large productive companies in esfahan that w...

the aim of this study was to survey sport sponsorship objectives of super league sponsors of iran. the method of this study was descriptive correlation. the statistical population consisted of all sponsors who sponsored 9 active sport fields in super league. the sample consisted of 134 sponsors. a research-made questionnaire was used to collect data; its content and face validity was confirmed ...

Understanding why sport fans socially interact with other fans, participate in team-related discussions, recruit new members, and retain membership in sport fan communities is an important issue for sport marketers. In this study, we tested a model of fan community identification that included outcome and moderator variables in the contexts of two major professional sport leagues (soccer and ba...