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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

sports

The scale has three, seven-point Likert items that measure how much a person expected to feel good if he/she scored many points in a game.

Three Likert-type items are used to measure the degree which a person believes the reason a brand sponsors something, such as a team, event, or charity, is because it is something that is expected by constituents, e.g., employees, customers, the community at large.

The degree to which a person felt involved in an activity rather than just passively observing it is measured with four, seven-point Likert-type items.  While the scale was made for use in a product demonstration context, it appears to be amenable for use in other contexts where people can either actively participate in something or just watch.   

The likelihood that a person will engage in several behaviors that indicate loyalty to a sports team is measured using six, seven-point Likert-type items.

The extent to which a person says he/she will be excited about a particular sports team beating another team it is playing against and the likelihood he/she will engage in behaviors to express support for the team during the event is measured with four, nine-point items.  The scale items are flexible for sporting events which have two teams playing against each other or when the researcher’s desire is to focus only on two of several teams in a multi-team event such as the Olympics.

Using three, seven-point items, the scale measures the extent to which a person believes the rivalry between two teams is intensified because of the game in which they are pitted against each other.  The scale is most suitable for sporting events which have two teams playing against each other or when the researcher’s desire is to focus participants’ attention on two of several teams in a multi-team event such as the Olympics.

With three, seven-point Likert-type items, the scale measures the degree to which a person’s support of a particular organization is based on its community involvement and charitable activities.

Three, seven-point Likert-type items measure the degree to which a person believes that a particular organization should be involved in charitable community activities and would stop supporting the organization if it discontinues such activity.

How much a person is viewed as sporty and healthy is measured in this scale with four unipolar items.

With three, seven-point Likert-type items, the scale measures a person’s willingness to encourage others to attend the games of a particular sports team.