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The purpose of this article is to present a paradigm model for pink marketing and branding in sports equipment. This research has a "qualitative approach" and uses the grounded theory method. Since the review of previous researches showed that no exactly similar research has been done in this field; Therefore, the application of this theory with the method of Strauss and Corbin (1990) is justified. Theorizing in 3 states is open coding, central coding and selective coding. causal factors include social freedom, becoming an influencer in social media and  women's spontaneity; Background factors include the launch of social media marketing campaigns and increasing the power of influence and purchase of women; Intervening factors include social norms and women's self-branding and strategic factors including pink product (fit with women's taste and taste), pink price (ethical prices), pink advertisement (focusing on emotions in advertising) and pink distribution (external and internal design). Finally, by using the strategic factors of pink branding in sports equipment, we will witness social and cultural identification, targeted marketing and high acceptance. while it's common to find a product in multiple colors, pink is specifically used in gender marketing to make products available in a single version for women, providing marketers with added value.

Background: Researchers have always been interested in the focus of attention and the quiet eye. However, the effect of distance of attentional strategy in different anxiety conditions has remained unclear.Aim: The purpose of this study was to determine the effect of attentional strategies on gaze behavior and the performance of dart throwing in novices under anxiety conditions.Materials and Methods: The participants were 42 female, Alzahra University students, aged 18-35 years. Participants with high trait anxiety (score higher than 24) were excluded using the Sports Competition Anxiety Test through a state anxiety questionnaire. Participants were randomly divided into two groups of high and low-trait anxiety. They performed the dart-throwing task counterbalanced in four different attention strategies (distal external attention, proximal external attention, internal attention, and control). The participants in the high-anxiety group were told that if they performed each throw correctly, they would receive a cash prize, and the low-anxiety group performed the throwing without anxiety and any instruction. At the same time as dart throwing, gaze behavior data was recorded with an eye tracker device. After the anxiety manipulation, the individual's anxiety was measured with Competitive State Anxiety Inventory-2.Results: The results showed that the low-anxiety group performed better than the high-anxiety group (P=0.01). Also, external attention had a lower radial error in both high and low-anxiety groups. No significant difference was found in the average duration and number of fixations between different attentional strategies and groups. The comparison of the mean showed that in the low anxiety group, the fixation duration in the external attention strategy was longer, and in the high anxiety group, the fixation duration in the external attention and control strategies was longer than other strategies.Conclusion: The present study supported the preplanning hypothesis, attentional control theory, and inhibition hypothesis, but was inconsistent with the restricted action hypothesis. These results showed the importance of the effect of anxiety on gaze behavior and performance in directing future research.

Advertising costs billions for many industries, including the sports industry, but many fail to accomplish their goals for various reasons. Poor advertising is caused by ignorance of the customer's needs. Neuromarketing made companies more aware of their clients and target market and examines unconscious responses to commercials and products, unlike traditional marketing. Knowing these factors helps companies build ads more accurately and cheaply. This research aims to conduct a systematic analysis of valid experimental tests in the field of neuromarketing. Specifically, we will focus on studies that utilize electroencephalogram and eye tracker to investigate advertising appeals and the cognitive and emotional processes of consumers. The objective is to analyze the data from these papers. To conduct an analysis, we will examine the number of publications per year, the publishers involved, the keywords employed, the methods utilized, the gender of participants, the issue of advertising stimulation, the style of advertising attractiveness, and the emotional and cognitive processes included. Our literature review was based on the Boland method (2017). A keyword search yielded 171 publications, which we refined using the Prisma standard guide (2009). This identified 43 English Scopus empirical studies from 2008 to 2023, which we categorized and sorted. Although the sports industry has smaller turnover than others, it can provoke powerful emotions and attract many people. Due to the specific nature of sports, emotive ads work better than others. According to the findings, the use of the eye tracking system is expanding. Among the cognitive and emotional processes, it was found that attention is used more than other processes.

This study investigates what effect stadium elevation has on the win-loss performance of home teams in major college football. Despite extensive research on factors that influence home-field advantage in sports, the potential impact of altitude on the performance of college football teams has not been thoroughly explored. Therefore, the purpose of this study is to compare the records of institutions playing home games at the highest elevation stadiums with national averages. In contrast to its effect on sports like international soccer or running, results indicate that teams playing in stadiums at higher elevations have no significant difference in win-loss percentage than the national average as findings suggest that altitude does not play a significant role in the performance of FBS teams. Unlike soccer teams playing in high-altitude cities or runners training in the mountains prior to racing at lower levels, this study concludes that playing in stadiums located at higher elevations does not significantly impact win-loss percentage of college football teams. This study contributes to the understanding of the factors that influence home-field advantage in college football and the limited impact of altitude on college football.