Scholars have frequently examined sponsorship effectiveness via survey instrument; however, no efforts have been made to gauge sponsorship effectiveness via social networking sites. As a medium for consumer activ ity and interaction, scholars and industry professionals can leverage social media to monitor the effects of sponsorship in real time, as consumers experience a sporting event. In this exploratory study, we employed a mixed methods study design to examine Twitter users' discussion of 2013 French Open sponsors during the tennis tournament. We found a weak positive relationship between sponsor-event functional fit and positive sponsor-related sentiment, and a weak positive relationship between a sponsor company's social media pres ence and event-related buzz. Through case study analysis, we discovered unintended misrepresentation and activation were apparent drivers of sponsor-related social media conversation during the 2013 French Open. As an emerging area for sponsorship research, we provide suggestions for future research into sponsorship and social media.

This article addresses the rise of social media in professional sport and the varying ways in which sport organizations have interacted with consumers in the social media environment. We examine one particularly interesting case: The innovative social media marketing practices of the Los Angeles Kings hockey organization, most especially through its twitter account @LAKings. Through the use of digital ethnography, we analyze and interpret official statements produced within the context of the Kings marketing and consumer strategies. We argue that the Los Angeles Kings' social media strategy illustrates the potential collaborative efforts of an organization and its consumers in a social media space. This ''coexistence'' between brand and consumer provides the organization an opportunity to encourage relationship development and brand community.

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In identifying rapid sequences of three letters, subjects were worse at identifying the first and third letters when they were the same than when they were different, indicating repetition blindness (RB). This effect occurred regardless of the angular orientations of the letters, but was more pronounced when the orientations of the repeated letters were different than when they were the same. In a second experiment, RB was also evident when the first and third letters were lowercase bs or ds, presented upright or inverted, even though they are differently named when inverted (q and p, respectively). Conversely, a third experiment showed that RB occurred when the letters had the same names but were repeated in different case. These results suggest that the early extraction of letter shape is independent of its orientation and left-right sense, and that RB can occur at the levels of both shape and name.

For decades, scholars have sought to understand individuals’ identification with sport teams. As a result, we have great knowledge of how team identification influences a variety of attitudinal and behavioral out-comes as well as the impact of identifying with a team on an individual’s sense of self. However, nearly all studies of team identification have dealt with men’s sport rather than women’s sport. The authors addressed this issue in the current study by using the Delphi technique to solicit expert opinion on the lack of team identification research in women’s sport, including reasons for the lack of research, the extent to which context matters in studying team identification, and potential contributions to the team identification literature by examining the concept in women’s sport settings. The authors conclude by discussing experts’ opinions, the extent to which some views may underpin the lack of research, and implications for future studies of team identification.