Publications

Are prediction platform bettors distinct from sportsbook bettors? Evidence from skill perceptions and positive play attitudes

Mastromartino, B. (2026).

UNLV Gaming Research & Review Journal. In press.

Who bets, why they bet, and how they bet: Segmenting college students for targeted sports betting interventions

Mastromartino, B., & Spilde, K. (2026).

Journal of Sport Management. Online ahead of print.

Assessing the effectiveness of a responsible sports betting public service announcement (PSA): The role of message processing and audience characteristics

Mastromartino, B., & Naraine, M. L. (2026).

Sport Marketing Quarterly. Online ahead of print.

Attitudes, perceptions, and intentions toward sports betting legalization: A cluster analysis of California residents

Mastromartino, B. (2026).

Journal of Policy Research in Tourism, Leisure and Events, 18(2), 398–413.

Tribal sports betting in the United States: A comparative analysis of regulatory frameworks

Mastromartino, B., & Spilde, K. (2026).

Cornell Hospitality Quarterly, 67(1), 70–83.

Between the lines: Legal consciousness and consumer perceptions of online sports betting

Mastromartino, B., Li, W., & Qian, Y. T. (2025).

Journal of Gambling Studies, 41, 1703–1724.

The nexus of sports fandom and sports wagering: A scoping review

Mastromartino, B., Naraine, M. L., & Wear, H. (2025).

UNLV Gaming Research & Review Journal, 29(1), 75–100.

Strategic implementation of responsible sports betting marketing: The case of VictoryWager

Mastromartino, B., & Wear, H. (2025).

Case Studies in Sport Management, 14(1), 1–4.

A gendered socialization perspective on gender differences in sport fandom

Mastromartino, B., Sveinson, K., & Su, Y. (2025).

International Journal of Sports Marketing and Sponsorship, 26(5), 1071–1089.

Sport business research in the era of artificial intelligence

Wang, J. J., Mao, L. L., & Mastromartino, B. (2025).

International Journal of Sports Marketing and Sponsorship, 26(4), 661–669.

Value co-creation in participatory sport event tourism: A mixed-methods study

Jiang, X., Mastromartino, B., Li, X., & Zhang, J. J. (2025).

Behavioral Sciences, 15(3), 368.

Understanding esports venue operations: How venue characteristics influence spectator outcomes

Cevik, H., Chen, S., Mastromartino, B., & Zhang, J. J. (2025).

Marketing Intelligence and Planning, 43(6), 1125–1141.

Human capital development in sport marketing: Industry insights

Mastromartino, B. (2024).

International Journal of Sports Marketing and Sponsorship, 25(3), 620–640.

Scoping practical implications and managerial relevance in sport management

Mastromartino, B., Naraine, M. L., Dees, W., & Zhang, J. J. (2024).

Sport, Business and Management: An International Journal, 14(3), 309–329.

Strategies of German Bundesliga and English Premier League clubs for the COVID-19 crisis: The case of international broadcasting fans

Navarro-Picado, J. F., Torres-Moraga, E., Alonso Dos Santos, M., Mastromartino, B., & Zhang, J. J. (2023).

Review of Managerial Science, 17, 209–232.

Letting the dogs out: The impact of team service dogs on brand image, perceived altruism, and behavioral intention

Mastromartino, B., Wear, H., Naraine, M. L., & Reifurth, K. (2022).

Sport Marketing Quarterly, 31(4), 265–277.

Instant fan community: Utilizing social network theory to understand sport fan community building

Mastromartino, B. (2022).

International Journal of Sport Management, 23(3), 151–160.

Influence of consumer interaction and community relationships on value co-creation willingness: A mediation model of Chinese sports brands

Jiang, X., Mastromartino, B., Yang, Q., Zhang, J., & Zhang, J. J. (2022).

Sustainability, 15(1), 115.

Identifying strategic leadership behaviors of sport industry leaders: A phenomenological method

Johnson, L. M., McCullick, B. A., Zhao, T. T., Mastromartino, B., Kim, E., Su, Y., & Zhang, J. J. (2022).

Asia Pacific Journal of Applied Sport Science, 3(3), 1–29.

(Dis)Innovative digital strategy in professional sport: Examining sponsor leveraging through social media

Mastromartino, B., & Naraine, M. L. (2022).

International Journal of Sports Marketing and Sponsorship, 23(5), 934–949.

Reversing equity transfer in sponsorship for competitive advantage of emerging local events: Evidence from an experimental study

Wang, J. J., Qian, T. Y., Li, B., & Mastromartino, B. (2022).

International Journal of Sports Marketing and Sponsorship, 23(4), 748–766.

Dimensions of sense of membership in a sport fan community: Factors, outcomes, and social capital implications

Mastromartino, B., Wang, J. J., Suggs, D. W., Hollenbeck, C. R., & Zhang, J. J. (2022).

Communication & Sport, 10(6), 1229–1256.

How do perceptions of non-mega sport events impact quality of life and support for the event among local residents?

Duan, Y., Mastromartino, B., Zhang, J. J., & Liu, B. (2021).

Sport in Society, 24(10), 1742–1762.

Impact of perceived value on behavior intention of parent-child runners in a marathon event

Li, Y., Kim, A., Liu, O. X., Mastromartino, B., Wang, Y., & Zhang, J. J. (2021).

Sport in Society, 24(5), 811–829.

Affective outcomes of membership in a sport fan community

Mastromartino, B., & Zhang, J. J. (2020).

Frontiers in Psychology, 11, 881.

Developing a fanbase in niche sport markets: An examination of NHL fandom and social sustainability in the sunbelt

Mastromartino, B., Qian, T. Y., Wang, J. J., & Zhang, J. J. (2020).

Sustainability, 12(3), 1115.

Thinking outside the “box”: A discussion of sports fans, teams, and the environment in the context of COVID-19

Mastromartino, B., Ross, W. J., Wear, H., & Naraine, M. L. (2020).

Sport in Society, 23(11), 1707–1723.

A management perspective on fan socialization strategies: Marketing hockey to fans in sunbelt states

Mastromartino, B., Zhang, J. J., & Wann, D. L. (2020).

Journal of Brand Strategy, 8(4), 359–367.

Selling fun and making a fortune: An examination of Mark Cuban’s impact on sport and business

Pifer, N. D., Mastromartino, B., & Zhang, J. J. (2020).

Sport in Society, 23(9), 1535–1545.

Conceptually assessing sense of membership in a sport fan community

Mastromartino, B., Zhang, J. J., Hollenbeck, C. R., Suggs, D. W., & Connaughton, D. P. (2019).

Journal of Sport Behavior, 42(3), 332–364.

Puck drop in the Pacific Northwest: Building brand equity for a new professional sport franchise

Davies, M., Naraine, M. L., & Mastromartino, B. (2019).

Case Studies in Sport Management, 8(1), 18–24.

Skating in the sun: Examining identity formation of NHL fans in sunbelt states

Mastromartino, B., Wann, D. L., & Zhang, J. J. (2019).

Journal of Emerging Sport Studies, 2(1), 1–24.

The sport industry in growing economies: Critical issues and challenges

Zhang, J. J., Kim, E., Mastromartino, B., Qian, T. Y., & Nauright, J. (2018).

International Journal of Sports Marketing and Sponsorship, 19(2), 110–126.