branding – The Sport Journal

Branding in women’s sports: A literature review

Authors: Isabell Mills

Corresponding Author:
Isabell Mills, PhD
1400 E Hanna Ave
Indianapolis, IN 46227
millsi@uindy.edu
219-805-3791

Isabell Mills is an assistant professor of sport management
at the University of Indianapolis. Her research areas are sport and fitness
branding.

Branding in women’s sports: A literature review

ABSTRACT

The purpose of this study was to explore the gaps in the branding literature as it pertains to women’s sports. The review included 11 articles from sport management and business journals, investigating personal branding, team branding, and media coverage. Additionally, the review explored the practical implications as well as avenues of future research (i.e., conceptual model).

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The Roethlisberger Effect: Steelers Fans and the Marketing of a Regional Superhero

Submitted by Joshua Shuart, Ph.D.

ABSTRACT

This paper bridges a theoretical gap between early celebrity endorsement and hero worship literature. Additionally, the model connects a successful, winning athlete with several established branding constructs. The Roethlisberger Effect takes early theory proposed over 35 years ago in “The Namath Effect” and applies it with a modern touch. Given that the NFL is often referred to as a “copycat league” – i.e. when something works, all other teams work quickly to replicate it – the impact that Roethlisberger has had upon other league and team management philosophies is rather profound.

This paper is an updated version of a poster presentation I authored for the 7^th Sport Marketing Association (SMA) Conference (2009).

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