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PurposeThis study investigated the effectiveness and applicability of China's innovation-driven policies on encouraging sports firms to invest in research and development (R&D) activities.Design/methodology/approachThrough a series of multiple linear regression models, this study examined the direct and interaction effects of innovation-driven polices and firm characteristics on R&D investment for sport firms listed on the New Third Board in China.FindingsResults showed that financing constraints and certification as a high-tech enterprise were not themselves significant predictors of R&D investment; instead, the number of R&D staff and a firm's total assets were identified as key internal factors predicting the level of a firm's R&D investment. Other effective policy tools for stimulating Chinese sport firms' R&D investments included pre-tax deductions of R&D expenses, government R&D subsidies and income tax relief for high-tech enterprises, although their effects were heterogeneous.Research limitations/implicationsThis study observes a new theoretical discovery that when the financing constraints do not limit R&D investment, innovation-driven strategies remain effective tools to stimulate the R&D investment of sports firms.Practical implicationsThe findings provided practical guidance for both government–industry policymakers and sport business managers to prioritize the identified areas of significance when promoting R&D.Originality/valueFirst, this study focused on sport firms, which constitute a quickly growing industrial sector in China. The findings offered important insights for the government as well as corporate management with regard to promoting new industries and new enterprises. Second, this paper analyzed the effects of three special innovation-driven policies on R&D investment and explored enterprise innovation development in more detail. Third, this paper discussed not only the effects of innovation-driven policies on R&D investment but also the heterogeneity of their effects. The related conclusions could help improve the development, implementation and assessment of innovation-driven policies.

We investigated the level of Chinese soccer fans' satisfaction with the development of professional soccer in China on the basis of their attention to, and involvement with, the Chinese Football Association Super League (CSL) and its teams. Research participants (N = 926) were
spectators at CSL games who responded to a questionnaire. Results revealed that the attention consumers paid to, and their involvement with, the CSL were negatively related to their satisfaction with the league's operation and marketing. These findings contradict existing theories and beliefs
that positive consumer cognition leads to positive consumer affect, indicating the presence of serious issues associated with the CSL administration. The failings of the CSL are discussed.