B. David Tyler

• Ph.D.
• Professor (Associate) at University of Massachusetts Amherst

Firms from a variety of industries regularly partner with Formula One racing teams to achieve marketing objectives on an international scale. The sponsored properties offer signals of brand foreignness/localness, country of origin, and the potential for highly visible achievements. Firms enter and exit brand partnerships with some of the world's mo...

Purpose A sponsorship performance cycle of business-to-business (B2B) exchange is conceptualized, where distinct types of resources are invested by sponsoring firms into sponsored properties and the competitive success of those properties enhances returns to sponsors. While the latter return channel in this cycle is well-documented, the former inve...

With increases in sponsorship expenditures outpacing traditional advertising, return on investment warrants greater scrutiny. Research overwhelmingly focuses on returns, however, while neglecting the associated investment. This study contributes to the literature on sponsorship costs by analyzing multiple years of prices paid for sponsorships of Fo...

While rivalry debates rage among soccer fans and the media, scholars have focused much of their research on clashes between specific clubs that share a considerable history of competition. Yet, historical conflict is just one of several elements that contribute to enduring sports rivalries, and several soccer teams—particularly in America and Canad...

Emotion impacts fans' information processing and evaluation of sport sponsors. This paper examines the emotion of schadenfreude (joy at others' misfortune) within rivalry contests under a cognition-emotion theoretical framework. Study 1 assesses the relationships between appraisals of 11 rivalry antecedents and schadenfreude using survey data from...

Purpose - This paper examines how reference to a rival or favorite sports team within cause-related sports marketing (CRSM) campaigns affects fans' intentions to support the cause. The purpose of the studies is to assess the perils of featuring a specific team in league-wide activations of cause-related marketing. Design/methodology/approach - The...

Spectator sports embody social group conflict, where consumers periodically interact with opposing fans, thereby providing outlets for negative brand affect in the form of acrimony toward rivals. To assess the regional nature of rivalry, this study compared 5,145 sports consumers across the four United States Census regions and Canada, including fi...

This chapter provides a foundation for those new to rivalry inquiry. First, it introduces seminal social psychology concepts, such as group identity, social identity theory, social categorization theory, and ingroup/outgroup formation. Next, the chapter explains three properties of rivalry and the 100-point single-item measure of rivalry intensity....

Sport management researchers have increasingly noted a relationship between sport spectatorship and well-being, with the line of inquiry predicated on transformative sport service research. In this study, the authors contribute to transformative sport service research by utilizing multilevel egocentric network analysis to examine the consumption ne...

While rivalry debates rage among soccer fans and the media, scholars have focussed much of their research on clashes between specific clubs that share a considerable history of competition. Yet, historical conflict is just one of several elements that contribute to enduring sports rivalries, and several soccer teams – particularly in America and Ca...

Although the concept of rivalry is widely recognized as a contributing factor to consumer demand for sporting events, who constitutes a rival and to what degree rivalry influences attendance remains vague. Previous demand models consistently included rivalry as an explanatory variable but represented rivalry in inconsistent ways that often violated...

Previous research on sports rivalry has emphasized fans’ social identity and the threat posed by rivals. Much of this scholarship is based on intercollegiate sports, where many fans, such as students and alumni, have a formally defined identity with the university. In this study, fans (N = 4,828) across five major professional leagues—MLB, MLS, NBA...

This essay utilizes empirically derived rivalry antecedents as an analytical framework to encapsulate the basis of a selection of enduring football club rivalries in Argentina, Brazil and Mexico. The inclusive cases (rivalries) in this study were selected based on longevity as well as the presence of key rivalry antecedents which, in the end, allow...

Small-scale sporting events play an important role in bringing tourists to destinations. In this case, students take the role of the fictional national events director for EVP Beach Volleyball as he analyzes hotel data from three destinations to determine which locale would most benefit from EVP’s participants and fans. The primary goal is for stud...

Time Value of Money (TVM) is an essential concept within finance, yet its fundamentals confuse many students. This case offers the TVM Decision Tree to guide students to logical solutions through a step-by-step approach that requires critical thinking about cash flows. Students follow a sport agent as she reviews contract offers for her client. She...

Using a mixed-method exploratory approach we describe and explain the seemingly non-normative behaviors of highly identified fans who Bet Against their Favorite Teams (BAFT). Axial coding of qualitative data from 190 survey respondents and two focus groups indicates the emergence of common themes allowing a typology to unfold that explains the moti...

Rivalry is ubiquitous across sports, yet the representation and specification of rivalry varies widely. Such discrepancy poses problems when distinguishing between multiple out-groups and when employing rivalry to explain related questions such as demand for sport consumption. In this paper, we critically examine the many differing conceptions of r...

Accessing and exploiting organizational resources are essential capabilities for competitive sport organizations, particularly those engaged in motorsports, where teams lacking resources frequently dissolve. Corporate sponsorship represents a common method for resource acquisition, yet not all sponsorships equally benefit the sponsored organization...

Educators and administrators are exploring competency-based education as an effective and efficient method to facilitate student learning. This reinforces a burgeoning neo-behaviorist movement in higher education which seeks to synthesize such behaviorist approaches with the cognitive focus of the last 20 years. The current research examines the ou...

The case follows Australia's move from the Oceania Football Federation (OFC) to the Asian Football Confederation (AFC). The case explores the impact of Australia's inclusion on other AFC member nations and highlights that Australia's relative success in the AFC may not be perceived as positive by all stakeholders within the AFC. The case considers...

Research question: Despite pervasive attention to the concept of rivalry, there is neither uniform definition nor universal understanding. The purpose of this paper is to explore sport rivalry and derby matches from the fan perspective and identify the most influential elements that characterize rivalry. Research methods: This work employs a seq...

Data at www.KnowRivalry.com; Central to the conceptualization of rivalry is the process of social categorization and seeing the self and others as members of ingroups and outgroups. For some sport fans—especially those deemed highly identified—a favorite team becomes an extension of one’s self, and opposing teams and their fans are seen as dissimil...

Sport fandom, particularly game attendance, offers an opportunity for social interaction. However, actual attendance at sport events is unrealistic for many individuals. In an attempt to foster a sense of community among such fans, sport marketers have begun to create additional consumption sites by televising live games in central locations, such...

This case highlights issues associated with the Formula One (F1) Australian Grand Prix held in the city of Melbourne, Victoria. The event receives substantial government funding and therefore the worth of the event receives consistent public scrutiny. Jim Kranger, CEO of the Victorian Major Events Corporation, is put in charge of assessing the valu...

The case follows Jordana Hudson, an entrant in the 2007 Kia Amateur Australian Open, as she wins and is subsequently disqualified from the US national qualifying tournament. Kia's core business is that of automobile manufacturing, but when Kia assumes the role of event organizer as part of its sport sponsorship activation strategy, Kia experiences...

With the growth in international communication technologies, geographic mobility, and international trade, there is increasing pressure to internationalize the sport management and business curricula to reflect the global milieu in which the industry now operates. Understanding cultural differences has been identified as a key competency for studen...

The concept of rivalry is nearly ubiquitous across sports, and although the term “rival” appears frequently in academic work, researchers have not applied a consistent approach to determine what constitutes a rival. The purpose of this research is to identify key characteristics of a rivalry and the antecedents to rivalry formation. Also explored a...