Journal of Global Sport Management

13/08/2026

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Using Conspiracy Narrative to Sustain Athlete Loyalty: The Case of Babar Azam

Ali Hasaan, Mücahit Fişne & Jawaria Khalid

This study explores the cognitive and emotional mechanisms through which fans preserve loyalty to a struggling athlete, using the case of Pakistani cricketer Babar Azam during a period of public cr...

13/08/2026

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Human Brand Power on Screen: What Aspects of Live Sports Streamers’ Images Drive Viewer Satisfaction and Re-Viewing Intention?

Hong Wei Yang, Bomin Paek & Choong Hoon Lim

Despite growing attention to live streamers’ roles on social media, limited research addresses the unique attributes and value of sports live streamers. This study identified key traits shaping the...

13/08/2026

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Word-of-Mouth Rave When the League Brand Is Cool: Roles of Perceived Social Media Activities and Brand Identification

Hyun-Woo Lee, Kun Chang, Donghyun Kim, Fan Ding & Yelim Yoo

In the increasingly saturated digital media landscape, sport leagues are in need of developing branding strategies that go beyond conventional awareness-building to build emotional connection and f...

13/08/2026

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Sport Management and Sustainability: An Impossible Theorem?

Vassil Girginov

This conceptual paper extends the debate about sustainability and sport management by transcending the dominant natural environmental perspective and offering a systems approach. Addresses the ques...

15/06/2026

Check out our June issue, now available online:
https://www.tandfonline.com/toc/rgsm20/current

15/06/2026

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From Scandal to Support: How Crisis Response Strategies Influence Fan Behavior in High-Responsibility Crises

Browse the latest articles and research from Journal of Global Sport Management

15/06/2026

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Volunteering in a ‘Sport for Development and Peace’ Event: Shifting Perceptions of Sport Among Tanzanian Female University Students

This study investigates the impact of volunteering in a ‘Sport for Development and Peace’ (SDP) event—specifically, a women’s athletics event in Tanzania—on local female university students. Ground...

09/04/2026

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Organizational Learning from Sport Major-Events: The Case of the Asian Men’s Handball Qualification for Paris 2024 Olympic Games

Dalia Farrag, Vassil Girginov, Claudio Rocha, Marwa Ghanem & Othman Althawadi

09/04/2026

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The Impact of Communicating CSR Initiatives During Large Sports Events on Audience Attitudes, Social Norms and Intended Behavior – The Case of the Football Euro 2024 Tournament

Manuel Arrigo & Daniel Vogler

25/03/2026

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An Examination of Optional Versus Mandatory Cause-Related Fees in Sport Tickets: The Role of Autonomy

Misun Won & Stephen L. Shapiro