Nowadays sponsorship is an important part of sports events. Sports sponsorship offers more benefits, more variety and also it's a more powerful form of marketing. In general, sponsorship holds a unique position in the marketing mix because it is effective in building brand awareness, provides different marketing platforms and valuable networking and hospitality opportunities. Sponsorship marketing efforts can be influenced by culture. Especially when global sponsorship in sports which refers to sports events in different countries with different cultures, is under consideration. In such situations, sponsorship aspects can be affected by cultural obligations which are discussed in this article.

The rate of collegiate female coaches is at an all-time low; but there has been limited research on what might help female coaches succeed. The millennial generation, who grew up with increased athletic opportunities provided by Title IX, is entering the profession, and they may have different views of coaching and athletics than previous generations. The purpose of this study was to investigate what factors influenced millennial generation, female assistant coaches' aspirations to become head coaches and what strategies they believed would help them successfully navigate their careers. The authors interviewed 10 millennial generation, Division I female assistant coaches and found leadership as athletes, appropriate education, and coaching networks, particularly with female coaches, were common strategies for feeling confident in their careers. These findings may help athletic departments create tools, such as women's only coaching clinics, to help encourage women to become and remain coaches and provide them with the required support. Title IX of the Education Amendment Acts of 1972 (Title IX) states that "No person in the United States shall, on the basis of sex, be excluded from participation in, be denied the benefits of, or be subjected to discrimination under any education program or activity receiving Federal financial assistance" (20 U.S.C. §1681). This legislation has played a significant role in increasing the number of women participating in sports; but Title IX inadvertently resulted in the rate of female head coaches plummeting. Specifically, in 1972, over 90% of women's teams were coached by women, but currently this rate is at an all-time low of 43% (Acosta & Carpenter, 2012). Unfortunately, this means that while exponentially more girls and women are participating in sport than they were in 1972, most do not have female coaches to learn from and relate to at the elite levels of sport. Anecdotal and research evidence has reinforced the importance of female coaches as role Morris is with the

Title IX legislation seeks to prevent sex discrimination in club and intramural recreational activities; yet guidance to encourage compliance with the law is limited. Hence the purpose of this investigation was to critically assess the applicability of Title IX athletic guidance and advance gender equity guidelines specific to intramural and club sports. Campus recreation directors from six NIRSA regions were sent an online survey with recommended gender equity guidelines. Eighty-two directors appraised the guidelines in relation to their effectiveness in evaluating gender equity in intramural and club sport programs. This investigation found the majority of the guidance for intercollegiate athletic programs to be relevant to club and intramural sport programs, but differences were found concerning provisions and participation opportunities. Similarities and differences are discussed and twenty guidelines are advanced to provide institutions with ways to provide men and women with nondiscriminatory participation opportunities.

Female students are underrepresented within university sport management programs. Because of the concept of the “chilly climate,” the underrepresentation may impact their experiences as students and their opportunities inside and outside of the classroom. The purpose of this study was to gain a better understanding of female students’ experiences within this male-dominated major. Three qualitative focus groups with female sport management students were conducted. The results found the female students had strategies to overcome barriers, a firm understanding of the reality of the gender dynamic within sport management, and an awareness of the importance of networking to succeed in the major. These findings may help sport management programs better support their female students through initiatives like women-in-sport-management clubs.

Women’s professional hockey was hindered when the Canadian Women’s Hockey League announced its abrupt closure in March 2019. The action disrupted the opportunity for hundreds of elite women’s hockey players to continue pursuing competitive hockey after university. This study outlines the time period surrounding the Canadian Women’s Hockey League’s closure and the formation of the Professional Women’s Hockey Players Association. The Professional Women’s Hockey Players Association announced that its members would not play in any professional Canadian or American league until its players receive a living wage, proper training resources, and employee benefits, such as health care. Through semi-structured interviews and discourse analysis of media narratives, the authors situate the #ForTheGame movement within second-wave feminist tactics to create social change through collective action.