Michael Cottingham

Marketing murderball: the influence of spectator motivation factors on sports consumption behaviours of wheelchair rugby spectators

This study examines the relationship between spectator motivation and sports consumption behaviours in the context of an adaptive sport. Respondents were spectators from five matches held in the Midwest United States involving registered United States Quad Rugby Association teams. The Motivation Scale for Sport Consumption (MSSC; Trail & James, 2001) was adapted to measure spectator motivation and predict repatronage intentions and online media consumption among wheelchair rugby spectators. Results indicated that two spectator motivation factors, physical skill and knowledge, were related to repatronage intentions. In addition, knowledge and vicarious achievement were found to be related to online media consumption.

Offensive tactical thinking level of wheelchair basketball players in Arab countries

Abstract The purpose of this study was to assess the appropriateness of offensive tactical decision-making of Arab basketball players, and to determine if there are differences in the appropriateness of offensive tactical decision-making within the various disability classifications of Arab basketball players. A twenty-question survey was formulated to assess decision-making in offensive tactical situations in wheelchair basketball players. Participants in the present study were 108 athletes from 10 Arab national teams participating in wheelchair basketball. The mean offensive tactical thinking level of wheelchair basketball players in the 20 different situations in the Arab countries ranged between 1.38–2.84, and the standard deviations for these 20 means ranged from 0.41 to 0.90. The total mean of all tactical situations was 2.33, which is moderate thinking level. The influence of the disability classification on the offensive tactical thinking of wheelchair basketball players was addressed by examining the data via a one-way ANOVA. The ANOVA revealed no significant differences among disability classifications/categories in tactical thinking (F(3, 104)=1.12, p=0.34). This study represents the first attempt to identify why Arab nations have not consistently qualified for the Paralympics or World Championships. These findings indicate that the moderate offensive tactical thinking level of wheelchair basketball players on Arab national teams may be part of the reason that performances of these teams have not been as strong as they would like.

The effect of adaptive sports on employment among people with disabilities

Abstract Purpose: The purpose of this study is to analyse the role of adaptive sport in predicting employment for individuals with physical disabilities. Method: This study is cross-sectional. We collected survey data on employment and other covariates including education, age, age at disability onset, veteran status and athletic classification from 140 mobility impaired athletes who play either wheelchair rugby or wheelchair basketball. Results: One hundred and thirty-one participants were studied. Our analysis shows that playing an additional year of adaptive sport is associated with an approximately 4% increase in likelihood of employment. Education and duration of disability are found to be positive predictors of employment, while veteran status and severity of injury are negative predictors of employment. Age of disability onset is not found to be a predictor of employment when other controls are included. Conclusions: This result indicates that a substantial economic benefit would result from increased participation in adaptive sport, and therefore may justify additional funding to expand adaptive sport programs. Implications for Rehabilitation Employment rates are very low among individuals with physical disabilities, despite research indicating extensive benefits from employment. Participation in adaptive sport is associated with a higher likelihood of employment. Efforts to increase participation in adaptive sport could have a large economic benefit.

Collaborative strategy in sports industry: team co-branding

ABSTRACT This study sought to empirically examine spectator sport perception pertaining to (team) co-brands based on differences in the level of team identification, brand personality fit, and/or product category. Initially, testing stimuli were identified through a pilot study using an established framework on brand personality. Subsequently, four pairs of fictitious co-brands were created by alternating testing elements between team and non-team brands. In the second phase, 389 participants responded to a 29-item questionnaire, in which the data were primarily analyzed via repeated-measures mean-difference tests. The overall findings generally indicate significant differences in the evaluation of (team) co-brands due to varying brand personality fits, product categories, and levels of team identification. Empirical findings of the current study contribute to the literature by suggesting strategies that can be used to position teams as brands, and expanding existing knowledge on the understanding of spectator sport perception of sport brands at large.

Exploring the legitimacy of wheelchair basketball as an NCAA emerging sport

Abstract Given the frustrations of wheelchair basketball athletes’ media portrayal, NCAA recognition of the sport would presumably be paramount. While this status has been argued for in past research (e.g., ), the legitimacy of such a moniker has not been studied. Accordingly, this study sought to explore whether the attainment of NCAA recognition for the sport of collegiate wheelchair basketball would be an appropriate endeavor under the NCAA bylaws as of 2014. Applying the constant comparative method for document analysis, the study examines the legitimacy of this moniker with respect to the requisite number of teams for emerging sport status, divisional alignment, academic eligibility, Title IX, and institutional recognition. Ultimately, the study recommends that female collegiate wheelchair basketball teams apply first for NCAA emerging sport status, while men’s teams could follow, provided the requisite number of teams rule could be waived.

Women of power soccer: exploring disability and gender in the first competitive team sport for powerchair users

Abstract Power soccer is a sport in which teams of four compete against each other in an effort to drive a 13-inch soccer ball through goals using motorized wheelchairs. The athletes typically have upper and lower extremity impairment and the sport is played co-ed. Because chairs are motorized, traditional physiological gender differences in sport have been removed. Still, the sport is over 80% male. This study explored the experiences of female power soccer players in light of three distinct positions they hold: as athletes with disabilities in a predominantly non-disabled world; as athletes with more impactful physiological impairments within the disability sport community; and as women in a co-ed male-dominated sport. Results indicate experiences of ableism and minimally impactful but present sexism. Finally, participants note how they engage with social dynamics related to their disabilities and gender.

Marketing of Paralympic Sports: Attracting Spectators and Sponsors

This chapter explores the promotion of marketing in the Paralympic Games and in related disability sport contexts. It addresses traditional marketing, consumer behaviour, sponsorship acquisition and return on investment. In addition, it considers how athletes with disabilities are perceived and how these perceptions impact the promotion of Paralympic sport in unique ways. Finally, this chapter includes excerpts from an interview with a marketer for the British Paralympics. The inclusion of this interview allows for comparisons between peer-reviewed research and experiences from a practitioner of Paralympic sport promotion.

Exploring the efficacy of youth sport camps to build customer relationships

Abstract Professional sport teams strive to cultivate a large, loyal fan base. Relationship marketing is well suited for developing loyal customers. Professional sport teams provide youth sport camps mostly for added revenue streams and marketing extensions. However, research neglects to investigate which relationship factors may help build or reignite long-term fan development. This exploratory study examined the efficacy of these camps on factors theorised for developing long-term customer loyalty. Parents of camp participants were evaluated because they may appeal to teams interested in short- and long-term results. Using repeated measures MANOVA, matched pre- and post-camp data were collected from 70 parents of participants from four different NBA teams’ youth sport camps around the United States. Data analysis revealed the camps were effective in enhancing team identification, attitudes toward the team, and team satisfaction. Results suggest that youth sport camps assist in building customer relationships with parents. Further, the benefits of relationship marketing efforts may extend beyond primary participants via the familial socialisation process. The three aforementioned precursors to fan loyalty showed significant increases after parents’ experience with the teams’ youth sport camp. These findings highlight a possible marketing platform that can serve both short- and long-term objectives for professional basketball teams.

An Evaluation of University Recreation Center Outdoor Programs for People with Disabilities: Perspectives from Professionals.

In this study, the researchers explored the perspectives of recreational practitioners currently working in the field of outdoor adventure programming on college campuses and their knowledge and interactions with students with disabilities participating in integrated outdoor adventure activities. A qualitative descriptive thematic analysis was used for data collection, management, and assessment. In-depth semistructured interviews were conducted with 10 professionals working in the field of collegiate outdoor adventure (outdoor recreation). Three themes and 16 categories were identified, which reflected the contemporary perspectives of the interviewed respondents. The themes identified were incomplete knowledge, positive outlook, and student success. The sample for this study consisted of two women and eight men. The findings show that the themes adequately address the research question pertaining to the lack of integrated outdoor adventure programming on college campuses.

Values and goals of Chinese sport consumers contrary to American counterparts

Purpose Existing studies suggest the importance of research related to values and goals and their impacts on consumer involvement. However, cross-cultural examination of values and goals in the context of sport is scarce. To broaden our understanding of the cultural impact of values and goals on sport involvement, the purpose of this paper is to compare perspectives between Easterners (Chinese) and Westerners (Americans). Design/methodology/approach This exploratory research utilized both online and written surveys to collect two convenience samples from 281 American and 636 Chinese participants. Analysis included descriptive statistics, correlations, and regression analyses. Findings Results indicated both populations perceived values and goals differently; Chinese responded less favorably to values and goals than American counterparts. Values and goals predicted cognitive and behavioral sport involvement with variance in each population. Results generally supported a large cultural variation between the cultures. Lastly, similarities and differences in the perceived importance of values and goals and their subsequent impacts on cognitive and behavioral sport involvement suggest a need for a unique managerial approach when American businesses enter new cultural boundaries like China. Originality/value This research is significant because studies exploring values and goals and their influences on sport consumption at the cross-cultural level are still limited in sport literature. Furthermore, an empirical examination of the impact of values and goals on sport consumers across cultures will help increase generalizability of the findings to sport literature.