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NOTICE: this is the author’s version of a work that was accepted for publication in Communication and Sport. Changes resulting from the publishing process, such as copy-editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. A definitive version of this work was published by Sage Publications in Communication and Sport, 5(6) 2017, this version can be found at http://dx.doi.org/10.1177/2167479516645535 (Please note: access via this link may only be available with a subscription).