Special issue: Sport marketing and emerging technology

International Journal of Sport Management and Marketing 10(3/4) 2011

• 'It's incredible – trust me': exploring the role of celebrity athletes as marketers in online social networks
• Set the agenda like Beckham: a professional sports league's use of YouTube to disseminate messages to its users
• Opportunity or obstacle? A preliminary study of professional sport organisations in the age of social media
• Agenda-setting and La Copa Mundial: marketing through agenda-setting on soccer blogs during the 2010 World Cup
• Beyond touchdowns, homeruns, and three-pointers: an examination of fantasy sport participation motivation
• Understanding website useability: an eye-tracking study of the Vancouver 2010 Olympic Games website
• New media and technology use in corporate sport sponsorship: performing activational leverage from an exchange perspective
• A content analysis of sponsor representation across professional sport websites: extension of attribute typology