USC football fans in London, Japanese soccer followers in Los Angeles and kickboxing enthusiasts around the globe: Despair no more!
San Jose Sharks fans now can feel the bone-crunching action in the rink - from the comfort of their couches.
When choosy moms choose Jif peanut butter and sports fans who call themselves sports fans subscribe to DirecTV, identity marketing is hard at work. But what happens when this type of advertising misses the mark? According ...
Watch what you tweet, sports fans.
A new study concludes that it doesn't matter how compelling an advertisement may be, most die-hard Oregon State Beavers fans will simply not purchase a product associated with the Oregon Ducks.
Wear your lucky Yankees jersey. Hold your breath. Expect nothing less than a World Series win. Certain routines are routine for millions of baseball playoff fans desperate to meet victory. In fact, a new study in the Journal ...
Consumers engage in superstitious behavior when they want to achieve something but don't have the power to make it happen, according to a new study in the Journal of Consumer Research.
A spectacular hoax involving a popular US sportsman's fake dead girlfriend has put a spotlight on a practice known as "catfishing" and raised fresh concerns about news media fact-checking.
A new study has concluded that sports fans love to root for a hero and against a villain, but if the game is exciting, they'll enjoy it no matter who wins.
From Gran Turismo to WWE Smackdown, sports-based video games represent a wide variety of pursuits. When it comes to the people who actually play those games, however, little is known. How do sports video game players fit ...