Sports Business Research Academy

20/04/2025

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20/04/2025

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20/04/2025

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22/02/2025

🏟️ Sensoryscapes in Swiss Ice Hockey Arenas: Enhancing the Spectator Experience at HC Ambrì-Piotta Games

Read the research article here: https://journals.library.brocku.ca/index.php/jess/article/view/5006

19/02/2025

🏒🥅 How EHC Olten's Club Brand Influences the Sky Swiss League Brand: An Empirical Study in Swiss Ice Hockey

My current research examines how the Sky Swiss League, Switzerland’s second-tier professional ice hockey competition, can enhance its brand identity, strengthen fan engagement, and increase its rel…

23/11/2024

🏒📚📈There’s something special about lower hockey leagues like Switzerland’s Sky Swiss League—raw entertainment, devoted fans, & unpolished charm. With SIHF aiming to reposition it, here’s a high-level analysis of the league 👉

Note: While I truly enjoy watching the highest tiers of professional ice hockey in Europe or North America, I also have a deep appreciation for the lower tiers, such as the Sky Swiss League in Swit…

28/10/2024

10/09/2024

A brief introduction of what the 8 P’s of the marketing mix entail.

11/07/2024

🏟🎮 Learn how the metaverse is transforming fan engagement for spectator sports. The following article dives into the strategic integration of the 8 Ps—product, price, promotion, place, people, process management, phygital evidence, and personalization—to create immersive virtual experiences.

After having empirically examined the dimensions of perceived value that influence a sports fan’s intention to adopt a metaverse experience, I decided to write an article that discusses how t…

19/02/2024

🏀📱🤓 The following post discusses how a sports brand like the Detroit Pistons can communicate through TikTok, exploring the intricacies of digital communication within the context of spectator sports.

https://sportsbusinessresearch.academy/2024/02/19/shannon-weaver-model-of-communication-spectator-sports-detroit-pistons-on-tiktok

Learn how the Detroit Pistons use the Shannon-Weaver Model on TikTok for engaging global fans. A discussion on effective sports brand communication.

13/02/2024

🏀📺 How uses and gratifications of watching the docuseries “The Last Dance” impact the intention to watch a Chicago Bulls game

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This research explores uses and gratifications of watching “The Last Dance,” a sports documentary series that premiered in 2020 on ESPN and Netflix about Michael Jordan and the 1990s Chicago Bulls basketball team.

03/01/2024

⚽️👩🤳🆕study 👉 TikTok Content Categories and User Engagement Behavior: Alisha Lehmann ✅– Celebrity Athlete and Influencer

This research explores the impact of influencer marketing on digital platforms like TikTok, emphasising the evolving dynamics between content categories and user engagement behaviours. Focused on A…