Athletes used social media to grow and expand their personal brands when faced with career interruptions caused by the COVID-19 pandemic.

Ideology can shape how sports fans react to athlete’s who betray expectations.

New research methods relying on big data show that even a global pandemic could not stop Americans from working out.

Consumers build stronger connections with athletes who use social media to promote doing good.

Gaming elements in mobile apps can help consumers build loyalty toward brands.

In this research, George Diemer sought to see if data supported a scorekeeper’s claim that NBA scorekeepers pad players’ stats.

Old-school gender color stereotypes suggest that women sports fans are likely to enjoy pink-colored clothing, but new research from Katie Sveinson tells another story.

Athletes can take these concrete steps to leverage their connections with fans on social media.

Gym owners, trainers and fitness buffs are using VR and wearable technology. Researchers demonstrate their value.

Where should eSports are live within U.S. colleges and universities: athletics or student affairs?

Researchers argue for the inclusion of organized eSport events and competitions in the sport management domain.

Instead of fulfilling its original promise to give women a seat at the table in athletics, the NCAA’s Senior Woman Administrator (SWA) designation might be stifling their careers.