esearchers have been inconsistent with the theoretical frameworks underpinning the work, and/or used theoretically distinct concepts interchangeably (i.e., attitudes and beliefs). Specifically, the existing measures for examining attitudes toward sponsorship were generally based on advertising frameworks, potentially limiting the scope of examination. Accordingly, the purpose of this study was to develop and validate a new, multidimensional instrument to measure consumers’ attitudes toward sport sponsorship. The tripartite framework for attitude formation, consisting of cognitive, affective, and conative processes, was utilized as the underlying basis for examining attitudes toward sport sponsorship. Through three samples, expert panel review, and exploratory and confirmatory factor analyses, a six-factor, 20-item scale was developed.

27:T451,

Extant research has established that social media is a significant mechanism for college athletes to monetize their name, image, and likeness (NIL). Correspondingly, social media following serves as a significant predictor in the calculations of college athletes’ NIL valuations. However, considering media coverage, fanaticism, and varying athletic conference and athletic department statures, additional inherent factors may also contribute to college athletes’ NIL valuations. Accordingly, the present study sought to analyze a subpopulation of college athletes to determine the most significant predictors of their NIL valuations. Utilizing Football Bowl Subdivision (FBS) athletes during the 2023–2024 academic year, NIL valuations of 5,649 available players were analyzed. Findings reveal that while conference affiliation and position significantly impacted FBS football players’ NIL valuations, aggregate social media following was the most significant predictor of NIL value. Practical implications are discussed, and two distinct typologies of NIL-based compensation are proposed.

28:T4c9,

This study explores how Generation Z football fans experience and evaluate AI-mediated sports content through a cognitive affective behavioral (CAB) framework. Drawing on qualitative interviews with football fans in Cyprus, the study examines how cognitive evaluations of AI-driven communication shape affective responses and, in turn, influence behavioral engagement. The findings indicate that while participants often perceive AI as a useful and efficient informational tool, such cognitive acceptance does not automatically translate into positive emotional responses. Concerns related to authenticity, emotional realism, and symbolic meaning frequently limit affective resonance, resulting in selective rather than fully integrated behavioral adoption. These patterns highlight that engagement with AI among Generation Z fans is conditional and mediated by emotional expectations rather than driven solely by technological capability. By applying the CAB framework, the study contributes to sports marketing literature by demonstrating the importance of affective alignment in AI-mediated fan engagement and by emphasizing the need for emotionally sensitive and context-aware AI strategies within football fandom.

29:T443,

The aim of this study was to explore the impact of self-image congruence (SIC), need for uniqueness (NFU), and limited edition characteristics on sport consumer's attitude toward collaboration in limited edition product settings. The two-factor (product type: limited edition products vs. regular ongoing release products × SIC: actual vs. ideal) between-subjects experimental design was utilized using three experiments with different stimuli (i.e., Nike × Virgil Abloh, Adidas × Alexander Wang, and Puma × Ye). The results indicated that each variable had a strong relationship in separate conditions (i.e., limited edition product, regular ongoing release product). For the theoretical implications, this study extends the sport marketing literature by examining SIC as a binary concept in the sport product collaboration settings