The role of sports brands in niche sports subcultures

Abstract

This study investigates the role that sports brands play in building group identity within a niche sports subculture, via research from two different trail running events. Participants exhibit some of the characteristics of an activity-based subculture of consumption, and brands play a role in building group identity. A key factor that drives a serious leisure pursuit to become an activity-based subculture of consumption is identified as high levels of socialising among participants.

Citation

Schwarzenberger, V. and Hyde, K. (2013), "The role of sports brands in niche sports subcultures", International Journal of Sports Marketing and Sponsorship, Vol. 15 No. 1, pp. 35-51. https://doi.org/10.1108/IJSMS-15-01-2013-B004