Benoit Seguin

University of Ottawa · School of Human Kinetics

Purpose This paper aims to explore the potential configurations of governance, brand governance and social media strategies leading to effective organizational performance. Design/methodology/approach A fuzzy-set Qualitative Comparative Analysis including 28 Canadian national sport organizations (NSOs) and six conditions highlighted two sufficient...

This paper examines the decision-making role of Canadian national sport organization boards, identifies the processes used to facilitate decision making by these boards, and explores whether these elements differ between the various design archetypes that exist among these organizations. Forty-five semistructured interviews were conducted with boar...

The purpose of this paper was to highlight (1) how (if at all) social media is governed as a marketing communication channel and (2) whether there is conceptual congruence between board and executive staff with regards to social media in their organizations. Semi-structured interviews were conducted with one board member and one executive staff mem...

Research question: This paper revisits our knowledge of sport organization governance design archetypes. To do so, we focus on Canadian national sport organizations (NSOs) and pose three research questions: (1) what governance design archetypes exist based on the use of more contemporary criteria; (2) how easily can an NSO’s archetype be determined...

This study explored stakeholders’ perspectives in building a professional sport franchise brand that is reentering the same marketplace for a third time following the folding of two previous franchises within the same sport league. To accomplish the study’s purpose, a qualitative method was employed where semi-structured interviews were conducted w...

This chapter offers insights into the branding of sports teams. The importance of branding is explained, and a strong sports team brand is defined, by introducing the concept of brand equity. Based on this definition, which identifies the key components of sports team brand equity, the three fundamental stages of team sports brand management, strat...

This study explored the practices and strategies of ambush marketing via social media (SM) during the 2014 Sochi, 2016 Rio, and 2018 PyeongChang Olympic Games. An observational netnography method was adopted to investigate direct industry competitors’ (of the Olympic sponsors) use of SM for the purpose of ambush marketing during the 2014, 2016, and...

International Sport Management, Second Edition, takes a comprehensive look at the organization, governance, business activities, and cross-cultural context of modern sport on an international level. As the sport industry continues its global expansion, this second edition serves as an invaluable guide for students whose careers will require an inte...

Research Questions: We explored if and how decision-makers of different types of national sport organizations (NSOs) govern their brand, considering the changing landscape and the role of stakeholders and social media. The three research questions were: (RQ1) Do leaders of NSOs include brand governance in their overall governance?; (RQ2) How import...

More than 30 years has passed since the foundational works of the late Trevor Slack and his colleagues first appeared using design archetypes to explore change dynamics amongst National Sport Organizations. The scale and nature of change that has continued to occur in the operating environment for these organizations over the last three decades has...

Recent scandals across the word of sport can be directly related to poor governance. This Research Handbook gathers the state-of-the-art research on sport governance by leading international scholars on various issues across various sports, offering a vital reference point for advancing research. Illustrating different approaches and perspectives...

Ce rapport offre la première étude du paysage de la gouvernance, de la marque (et gouvernance de la marque) et des médias sociaux des organismes nationaux de sport (ONS) canadiens depuis plus de 30 ans.

This report offers the first landscape understanding of Canadian National Sport Organizations' (NSOs) governance, branding/brand governance, and social media realities in over 30 years.

The purpose of this research is to introduce and demonstrate the use of an adaptation of the established focus group research method, referred to as the sequential-funnel-based focus group design. This adaptation is described, developed, explained, and tested with an intention of adding to the rigor of the method's application and, by extension, re...

With one of the most sophisticated and successful sponsorship programs in sports, the Olympic movement generates billions in revenues. The IOC has therefore mandated host countries and cities to enact new laws (i.e., event-specific legislations) that offer supplementary protection against ambush marketing. Through a qualitative case study, this res...

Social Media (SM) is an established channel by which organisations can create and seek to co-create value with consumers and other stakeholders. However, the role of SM in building relationships (i.e. relationship marketing) is uncertain. Thus, this research aims to investigate the use of SM as a relationship marketing tool. The study adopted a qua...

Richard William Duncan Pound, better known as Dick Pound, is the current elder statesman of the International Olympic Committee (IOC). He created what we now know as the ‘business of the Olympics’ by overseeing the creation of the TOP (The Olympic Partners) program and the World Anti-Doping Agency (WADA). This chapter provides an overview of Pound’...

This study aims to obtain an in-depth understanding of the use, opportunities, and challenges related to social media (SM) in achieving relationship marketing (RM) goals in professional sport. Semistructured interviews were conducted with 26 managers of professional sport teams from the four major leagues in North America. Results outline the platf...

This study, guided by the relationship marketing theoretical framework, adopted an observational netnography method to investigate professional sport teams’ use of Twitter as a relationship marketing tool. Specifically, the study focused on the three core components of the theoretical framework of relationship marketing: communication, interaction,...

Purpose This study, guided by meaning transfer model, examines the practice of celebrity athletes’ product endorsement in the context of social media. Design/methodology/approach The study adopted a content analysis method based on data gathered from the official Twitter account of 17 of the highest-paid athletes over a period of five months. F...

This article examines how Olympic ambush marketing stakeholder power and transfer of sponsorship, as well as ambush marketing knowledge, have influenced institutional processes leading to the institutionalization of antiambush legislation over the years. Using a qualitative case study design and network analysis, findings show the International Oly...

In this case study, students are exposed to the issue of stakeholder management through the lens of the National Football League (NFL), using a contemporary example of ambush marketing and player endorsement deals as the primary context. The case depicts nonfictitious events that involve players and their disdain for league policies regarding donni...

This work critically assesses the historical evolution and current state of the social media scholarship in sport management research. Methodologically, the study is based on a comprehensive census review of the current body of literature in the area of social media. The review identifies 123 social media articles in sport management research that...

As large, global properties such as the Olympic Games, the World Cup of Football and the Super Bowl become central elements of an emerging culture of media-based spectating, the sponsorship ‘mega-special-events’ becomes an optimal positioning tool for corporations and other investors seeking to communicate global messages. These mega-special-event...

Much has been researched in the field of sport marketing over the past decades, and the field's community of scholars have employed diverse quantitative and qualitative research methods. However, limited information exists on the state of mixed methods in the field. In response, this study examines the use of mixed methods in sport marketing via a...

Scholars have suggested that the theoretical understanding of brand and value co-creation needed to improve in order to increase the effectiveness of managers (Vargo & Lusch, 2004; Prahalad & Ramaswamy, 2004). Recently, Woratschek, Horbel, and Popp (2014) highlighted the same need in sport management. The purpose of this study was to unveil the pra...

This research explored the use of Twitter for sponsorship activation by the TOP (The Olympic Program) sponsors during the 2014 Sochi Olympic Winter Games. Using NCapture, a total of 7,519 tweets and retweets of all ten TOP sponsors around the Games were captured from the 1st of January (pre-Olympic) to the 3rd of April, 2014 (post-Olympic). The dat...

Ambush Marketing ist inzwischen integraler Teil der Marketing- und Sponsoringlandschaft geworden, die Sportgroßveranstaltungen umgibt. Für diesen Trend gibt es zwei Gründe. Erstens ist es globalen (z. B. durch die Olympischen Spiele und die FIFA-WMs) sowie nationalen (z. B. durch die Bundesliga) Sportakteuren gelungen, attraktive Marken aufzubauen,...

This paper examines sport participation from an environmental perspective by considering the dynamic role of the sportscape (built-form and supporting infrastructure) in enabling, facilitating and promoting youth sport participation. Complementing recent work by Wicker et al. (2013), we conduct a case study of the ‘geography of sport’ in the Greate...

The purpose of this presentation is to examine whether ambush marketing can be viewed as a strategy that adds to the equity of Olympic brand by co-creating value within the Olympic marketing system. The position of ambush marketing as either an agent of co-creation or co-destruction of value for the focal organization’s brand (i.e. Organizing Commi...

While understanding the planning and hosting of major sporting events is a popular research area, less is known about the bid process despite the potential economic and political spinoffs. Some studies offer criteria for successful bids and even consider the stakeholder network as a key factor. Considering the importance of the stakeholder network,...

The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that 3.6 billion people (about half of the world population) watched at least one minute of...

Purpose – The purpose of this paper is to focus on the potential role and use of online social media to influence sport participation in youth aged 12 to 17 years by responding to two specific research questions: what is the nature of the online “marketplace” among youth?; and what is the nature of adolescent sport behavior as revealed through acti...

This paper examines the emerging trend of host countries using legislation to protect the Olympic brand and control ambush marketing. More specifically, it will discuss Canada's Olympic and Paralympic Marks Act in depth. Issues related to framing ambush marketing as a legal issue as opposed to a business issue are examined. The consequences of plac...

Baron Pierre de Coubertin's dream of reviving the Olympic Games was to establish a broadly based social movement which, through the medium of sport, would celebrate physical culture and art, promote international understanding, and inspire people to reach higher and farther while growing stronger in mind and body (Muller, 1986). He was convinced th...

The Olympic Games represent the pinnacle of sport competition and correspondingly have become a symbol of pre-eminent sponsorship success. With close to US$1bn invested by sponsors in the most recent cycle of The Olympic Partners (TOP) programme, the stakes have continued to increase along with expectations of sponsorship value and protection. With...

This study investigates an emerging alternative to event sponsorship based on corporate social responsibility (CSR), corporate support of major sporting events. The outcome of the 2005 FINA World Aquatic Championships presented a unique case of sponsorship and the purpose of this paper is to identify the factors which led to the development of corp...

The purpose of this paper was to begin understanding leadership within a major sporting event. A case study of the 2005 Fédération Internationale de Natation (FINA) World Aquatics Championships was built by means of interviews and archival material, using a multi-stakeholder perspective. Findings highlighted that core elements of upper-management l...

The purpose of this study was to examine specific leadership qualities identified as important by stakeholders of large-scale sporting events. The 2005 'Fédération Internationale de Natation' (FINA) World Aquatics Championships was used to build a case for determining what leadership qualities were necessary throughout the evolution of the event. T...

This book introduces to Sport Marketing concepts. It is primarily aimed at students studying sport management/business but it can also be a reference book for anyone working in or interested in sport marketing. The content is purely "Canadian. Each chapter begins with an "executive perspective" written by an industry expert and ends with a short ca...

The purpose of this paper is to report on an in-house, in-seat marketing survey of a professional National Hockey League (NHL) hockey team. A total of 1,783 surveys were collected over a five game period. The data collection instrument was designed by the marketing and ownership group of a professional NHL franchise. Specific research questions exa...

This paper explores adolescent sport participation. Using the most recently available national statistics, the paper presents a concise and current description of sport participation among Canadian adolescents aged 15 to 19; traces the trends in Canadian adolescent participation from 1992 to 2005 and identifies some of the most important correlates...

The purpose of this study was to develop a model of brand creation for one-off large-scale sporting events. A case study of the 2005 Montreal FINA (Fédération Internationale de Natation) World Championships highlighted the importance of the leadership group (which must include individuals with political/networking, business/management, and sport/ev...

Mega-special-event properties (sponsees) have the ability to attain significant resources through sponsorship by offering exclusive promotional opportunities that target sizeable consumer markets and attract sponsors. The Super Bowl, one of the most watched television programs in the world, was selected as the mega-special-event for this study as i...

Based on the work of Parent (2008) on mega sports events, this paper explores the relationships among events stakeholders in Olympic Games host/bid city marketing. It outlines research questions, identifies a theoretical framework to better understand Olympic city marketing, presents four essays related to issues within this framework, and provides...

This paper provides an empirical insight into the perception and use of ambush marketing on the People's Republic of China public television network CCTV5 (the official Olympic broadcaster), by examining the commercials used by various corporations during its coverage of the 2004 Olympic Games in Athens. A five-point categorization is presented to...

The issue of the relevancy of business education has been a topic of ongoing discussion since the late 1980s (Porter and McKibbon, 1988). At the time, business educators also began to recognise the value of experiential learning as a teaching method to increase the knowledge and skill development among graduates (Slavin, 1988). Beginning in 1982, t...

The purpose of this paper was to explore the organizational and stakeholder-related factors which led to the Fédération Internationale de Natation (FINA) cancelling its contract with the 2005 Montreal Aquatics World Championships Organizing Committee, thereby pulling the event from Montreal, Canada. The case study, based on stakeholder theory, was...

A qualitative research methodology of 10 in-depth interviews with worldwide Olympic The Olympic Program (TOP) sponsors and senior executives of the Olympic marketing programmes, this research provides a unique investigation into one of the sport world's most powerful brand. Specifically, this research examines ambush marketing and advertising clutt...

Over the past 30 years, the International Olympic Committee (IOC) has adopted marketing as a key focus of its operations. In turn, the organisation has developed a variety of sophisticated and widely acclaimed marketing practices such as its TOP programme. It has also supported a large number of studies on Olympic marketing. One important observati...

Over the past 30 years, the International Olympic Committee (IOC) has adopted marketing as a key focus of its operations. In turn, the organisation has developed a variety of sophisticated and widely acclaimed marketing practices such as its TOP programme. It has also supported a large number of studies on Olympic marketing. One important observati...

It has become common practice for governments and municipalities around the world to bid for the right to host a major sporting event. Prior to embarking on the bidding process, politicians attempt to determine whether such an event will be of value to their municipality; and often focus on the estimated economic consequences of hosting such an eve...

It has become common practice for governments and municipalities around the world to bid for the right to host a major sporting event. Prior to embarking on the bidding process, politicians attempt to determine whether such an event will be of value to their municipality; and often focus on the estimated economic consequences of hosting such an eve...

This research highlights the need for sophisticated measurement tools to allow sponsors and sponsees to evaluate sponsorship achievement against specific goals and its performance relative to other promotional tactics. Two high-profile in-stadium sponsorships of a mega-sponsee, the Grey Cup, are evaluated. Some evidence appears to supports and the...