Cloud-based quantum computing refers to the remote access of quantum computing resources—such as quantum emulators, simulators, or processors—via the internet. Cloud access enables users to develop, test, and execute quantum algorithms without the need for direct interaction with specialized hardware, facilitating broader participation in quantum software development and experimentation. In 2016, IBM launched the IBM Quantum Experience, one of the first publicly accessible quantum processors connected to the cloud. In early 2017, researchers at Rigetti Computing demonstrated programmable quantum cloud access through their software platform Forest, which included the pyQuil Python library. Since the early-2020s, cloud-based quantum computing has grown significantly, with multiple providers offering access to a variety of quantum hardware modalities, including superconducting qubits, trapped ions, neutral atoms, and photonic systems. Major platforms such as Amazon Braket, Azure Quantum, and qBraid aggregate quantum devices from hardware developers like IonQ, Rigetti Computing, QuEra, Pasqal, Oxford Quantum Circuits, and IBM Quantum. These platforms provide unified interfaces for users to write and execute quantum algorithms across diverse backends, often supporting open-source SDKs such as Qiskit, Cirq, and PennyLane. The proliferation of cloud-based access has played a key role in accelerating quantum education, algorithm research, and early-stage application development by lowering the barrier to experimentation with real quantum hardware. Cloud-based quantum computing has expanded access to quantum hardware and tools beyond traditional research laboratories. These platforms support educational initiatives, algorithm development, and early-stage commercial applications. == Applications == Cloud-based quantum computing is used across education, research, and software development, offering remote access to quantum systems without the need for on-site infrastructure. === Education === Quantum cloud platforms have become valuable tools in education, allowing students and instructors to engage with real quantum processors through user-friendly interfaces. Educators use these platforms to teach foundational concepts in quantum mechanics and quantum computing, as well as to demonstrate and implement quantum algorithms in a classroom or laboratory setting. === Scientific Research === Cloud-based access to quantum hardware has enabled researchers to conduct experiments in quantum information, test quantum algorithms, and compare quantum hardware platforms. Experiments such as testing Bell's theorem or evaluating quantum teleportation protocols have been performed on publicly available quantum processors. === Software Development and Prototyping === Developers use cloud-based platforms to prototype quantum software applications across fields such as optimization, machine learning, and chemistry. These platforms offer SDKs and APIs that integrate classical and quantum workflows, enabling experimentation with quantum algorithms in real-world or simulated environments. === Public Engagement and Games === Quantum cloud tools have also been used to create educational games and interactive applications aimed at increasing public understanding of quantum concepts. These efforts help bridge the gap between theoretical content and intuitive learning. == Existing platforms == qBraid Lab by qBraid is a cloud-based platform for quantum computing. It provides software tools for researchers and developers in quantum, as well as access to quantum hardware. qBraid provides cloud based access to Microsoft Azure Quantum and Amazon Braket devices including IQM, QuEra, Pasqal, Rigetti, IonQ, QIR simulators, Amazon Braket simulators, and the NEC Vector Annealer, as of August 2025. qBraid's base version is free, where unlimited hardware and simulator access is available with the purchase of credits. Quandela Cloud by Quandela is the platform to access first cloud-accessible European photonic quantum computer. The computer is interfaced using the Perceval scripting language, with tutorials and documentation available online for free. Xanadu Quantum Cloud by Xanadu is a platform with cloud-based access to three fully programmable photonic quantum computers. Forest by Rigetti Computing is a tool suite for cloud-based quantum computing. It includes a programming language, development tools and example algorithms. LIQUi> by Microsoft is a software architecture and tool suite for quantum computing. It includes a programming language, example optimization and scheduling algorithms, and quantum simulators. Q#, a quantum programming language by Microsoft on the .NET Framework seen as a successor to LIQUi|>. IBM Quantum Platform by IBM, providing access to quantum hardware as well as HPC simulators. These can be accessed programmatically using the Python-based Qiskit framework, or via graphical interface with the IBM Q Experience GUI. Both are based on the OpenQASM standard for representing quantum operations. There is also a tutorial and online community. Quantum in the Cloud by The University of Bristol, which consists of a quantum simulator and a four qubit optical quantum system. Quantum Playground by Google is an educational resource which features a simulator with a simple interface, and a scripting language and 3D quantum state visualization. Quantum in the Cloud is an experimental quantum cloud platform for access to a four-qubit nuclear magnetic resonance-NMRCloudQ computer, managed by Tsinghua University. Quantum Inspire by Qutech is the first platform in Europe providing cloud-based quantum computing to two hardware chips. Next to a 5-qubit transmon processor, Quantum Inspire is the first platform in the world to provide online access to a fully programmable 2-qubit electron spin quantum processor. Amazon Braket is a cloud-based quantum computing platform hosted by AWS which, as of June 2025, provides access to quantum computers built by IonQ, Rigetti, IQM, and QuEra. Braket also provides a quantum algorithm development environment and simulator. Forge by QC Ware is a cloud-based quantum computing platform that provides access to D-Wave hardware, as well as Google and IBM simulators. The platform offers a 30-day free trial, including one minute of quantum computing time. Quantum-as-a-Service by Scaleway is a cloud-based platform created in 2022 to access to real quantum hardware from IQM Quantum Computers, Alpine Quantum Technologies, Quandela and Pasqal. It also include access to GPU-powered emulators such as Aer, Qsim and Quandela proprietary emulation.
Dropbox Carousel
Dropbox Carousel was a photo and video management app offered by Dropbox. The third-party native app, available on Android and iOS, allowed users to store, manage, and organize photos. Photos were organized by date, time and event and backed up on Dropbox. It competed in this space against other online photo storage services such as Google's Google Photos, Apple's iCloud, and Yahoo's Flickr. Chris Lee, Dropbox's head of product development for Carousel described the app as an add-on to Dropbox, a “dedicated experience for photos and videos” and a space for “reliving personal memories”. == History == Mailbox founder, Gentry Underwood unveiled Carousel at a gathering in San Francisco on April 9, 2014. Much of the features in Carousel come from Snapjoy, a photo start-up, that Dropbox acquired on December 19, 2012. When Carousel was launched, it marked amongst many others, a series of acquisitions made by Dropbox to prep up before opening its stock for public offering. The acquisitions would help demonstrate its expansive product offerings pitching potential profitability to investors. In December 2015, Dropbox announced that Carousel would be shut down and some Carousel features would be integrated into the primary Dropbox application. On March 31, 2016, Carousel was deactivated. == Features == Carousel prompted users to free local storage once it had synced and backed-up local photos to the cloud. Flashback was a feature (enabled by default) that showed past photos or videos taken the same day, a year, or some years back. Flashback used an algorithm designed to identify human faces - resulting in greater likelihood of the user's picture or people in the user's close circle appearing. A scrollable timeline, which was earlier a scroll wheel, at the bottom let the user scroll to photo(s) at a specific date with a finger swipe.
Push technology
Push technology, also known as server push, is a communication method where the communication is initiated by a server rather than a client. This approach is different from the "pull" method where the communication is initiated by a client. In push technology, clients can express their preferences for certain types of information or data, typically through a process known as the publish–subscribe model. In this model, a client "subscribes" to specific information channels hosted by a server. When new content becomes available on these channels, the server automatically sends, or "pushes," this information to the subscribed client. Under certain conditions, such as restrictive security policies that block incoming HTTP requests, push technology is sometimes simulated using a technique called polling. In these cases, the client periodically checks with the server to see if new information is available, rather than receiving automatic updates. == General use == Synchronous conferencing and instant messaging are examples of push services. Chat messages and sometimes files are pushed to the user as soon as they are received by the messaging service. Both decentralized peer-to-peer programs (such as WASTE) and centralized programs (such as IRC or XMPP) allow pushing files, which means the sender initiates the data transfer rather than the recipient. Email may also be a push system: SMTP is a push protocol (see Push e-mail). However, the last step—from mail server to desktop computer—typically uses a pull protocol like POP3 or IMAP. Modern e-mail clients make this step seem instantaneous by repeatedly polling the mail server, frequently checking it for new mail. The IMAP protocol includes the IDLE command, which allows the server to tell the client when new messages arrive. The original BlackBerry was the first popular example of push-email in a wireless context. Another example is the PointCast Network, which was widely covered in the 1990s. It delivered news and stock market data as a screensaver. Both Netscape and Microsoft integrated push technology through the Channel Definition Format (CDF) into their software at the height of the browser wars, but it was never very popular. CDF faded away and was removed from the browsers of the time, replaced in the 2000s with RSS (a pull system.) Other uses of push-enabled web applications include software updates distribution ("push updates"), market data distribution (stock tickers), online chat/messaging systems (webchat), auctions, online betting and gaming, sport results, monitoring consoles, and sensor network monitoring. == Examples == === Web push === The Web push proposal of the Internet Engineering Task Force is a simple protocol using HTTP version 2 to deliver real-time events, such as incoming calls or messages, which can be delivered (or "pushed") in a timely fashion. The protocol consolidates all real-time events into a single session which ensures more efficient use of network and radio resources. A single service consolidates all events, distributing those events to applications as they arrive. This requires just one session, avoiding duplicated overhead costs. Web Notifications are part of the W3C standard and define an API for end-user notifications. A notification allows alerting the user of an event, such as the delivery of an email, outside the context of a web page. As part of this standard, Push API is fully implemented in Chrome, Firefox, and Edge, and partially implemented in Safari as of February 2023. === HTTP server push === HTTP server push (also known as HTTP streaming) is a mechanism for sending unsolicited (asynchronous) data from a web server to a web browser. HTTP server push can be achieved through any of several mechanisms. As a part of HTML5 the Web Socket API allows a web server and client to communicate over a full-duplex TCP connection. Generally, the web server does not terminate a connection after response data has been served to a client. The web server leaves the connection open so that if an event occurs (for example, a change in internal data which needs to be reported to one or multiple clients), it can be sent out immediately; otherwise, the event would have to be queued until the client's next request is received. Most web servers offer this functionality via CGI (e.g., Non-Parsed Headers scripts on Apache HTTP Server). The underlying mechanism for this approach is chunked transfer encoding. Another mechanism is related to a special MIME type called multipart/x-mixed-replace, which was introduced by Netscape in 1995. Web browsers interpret this as a document that changes whenever the server pushes a new version to the client. It is still supported by Firefox, Opera, and Safari today, but it is ignored by Internet Explorer and is only partially supported by Chrome. It can be applied to HTML documents, and also for streaming images in webcam applications. The WHATWG Web Applications 1.0 proposal includes a mechanism to push content to the client. On September 1, 2006, the Opera web browser implemented this new experimental system in a feature called "Server-Sent Events". It is now part of the HTML5 standard. === Pushlet === In this technique, the server takes advantage of persistent HTTP connections, leaving the response perpetually "open" (i.e., the server never terminates the response), effectively fooling the browser to remain in "loading" mode after the initial page load could be considered complete. The server then periodically sends snippets of JavaScript to update the content of the page, thereby achieving push capability. By using this technique, the client doesn't need Java applets or other plug-ins in order to keep an open connection to the server; the client is automatically notified about new events, pushed by the server. One serious drawback to this method, however, is the lack of control the server has over the browser timing out; a page refresh is always necessary if a timeout occurs on the browser end. === Long polling === Long polling is itself not a true push; long polling is a variation of the traditional polling technique, but it allows emulating a push mechanism under circumstances where a real push is not possible, such as sites with security policies that require rejection of incoming HTTP requests. With long polling, the client requests to get more information from the server exactly as in normal polling, but with the expectation that the server may not respond immediately. If the server has no new information for the client when the poll is received, then instead of sending an empty response, the server holds the request open and waits for response information to become available. Once it does have new information, the server immediately sends an HTTP response to the client, completing the open HTTP request. Upon receipt of the server response, the client often immediately issues another server request. In this way the usual response latency (the time between when the information first becomes available and the next client request) otherwise associated with polling clients is eliminated. For example, BOSH is a popular, long-lived HTTP technique used as a long-polling alternative to a continuous TCP connection when such a connection is difficult or impossible to employ directly (e.g., in a web browser); it is also an underlying technology in the XMPP, which Apple uses for its iCloud push support. === Flash XML Socket relays === This technique, used by chat applications, makes use of the XML Socket object in a single-pixel Adobe Flash movie. Under the control of JavaScript, the client establishes a TCP connection to a unidirectional relay on the server. The relay server does not read anything from this socket; instead, it immediately sends the client a unique identifier. Next, the client makes an HTTP request to the web server, including this identifier with it. The web application can then push messages addressed to the client to a local interface of the relay server, which relays them over the Flash socket. The advantage of this approach is that it appreciates the natural read-write asymmetry that is typical of many web applications, including chat, and as a consequence it offers high efficiency. Since it does not accept data on outgoing sockets, the relay server does not need to poll outgoing TCP connections at all, making it possible to hold open tens of thousands of concurrent connections. In this model, the limit to scale is the TCP stack of the underlying server operating system. === Reliable Group Data Delivery (RGDD) === In services such as cloud computing, to increase reliability and availability of data, it is usually pushed (replicated) to several machines. For example, the Hadoop Distributed File System (HDFS) makes 2 extra copies of any object stored. RGDD focuses on efficiently casting an object from one location to many while saving bandwidth by sending minimal number of copies (only one in the best case) of
Digital image correlation for electronics
Digital image correlation analyses have applications in material property characterization, displacement measurement, and strain mapping. As such, DIC is becoming an increasingly popular tool when evaluating the thermo-mechanical behavior of electronic components and systems. == CTE measurements and glass transition temperature identification == The most common application of DIC in the electronics industry is the measurement of coefficient of thermal expansion (CTE). Because it is a non-contact, full-field surface technique, DIC is ideal for measuring the effective CTE of printed circuit boards (PCB) and individual surfaces of electronic components. It is especially useful for characterizing the properties of complex integrated circuits, as the combined thermal expansion effects of the substrate, molding compound, and die make effective CTE difficult to estimate at the substrate surface with other experimental methods. DIC techniques can be used to calculate average in-plane strain as a function of temperature over an area of interest during a thermal profile. Linear curve-fitting and slope calculation can then be used to estimate an effective CTE for the observed area. Because the driving factor in solder fatigue is most often the CTE mismatch between a component and the PCB it is soldered to, accurate CTE measurements are vital for calculating printed circuit board assembly (PCBA) reliability metrics. DIC is also useful for characterizing the thermal properties of polymers. Polymers are often used in electronic assemblies as potting compounds, conformal coatings, adhesives, molding compounds, dielectrics, and underfills. Because the stiffness of such materials can vary widely, accurately determining their thermal characteristics with contact techniques that transfer load to the specimen, such as dynamic mechanical analysis (DMA) and thermomechanical analysis (TMA), is difficult to do with consistency. Accurate CTE measurements are important for these materials because, depending on the specific use case, expansion and contraction of these materials can drastically affect solder joint reliability. For example, if a stiff conformal coating or other polymeric encapsulation is allowed to flow under a QFN, its expansion and contraction during thermal cycling can add tensile stress to the solder joints and expedite fatigue failure. DIC techniques will also allow the detection of glass transition temperature (Tg). At a glass transition temperature, the strain vs. temperature plot will exhibit a change in slope. Determining the Tg is very important for polymeric materials that could have glass transition temperatures within the operating temperature range of the electronics assemblies and components on which they are used. For example, some potting materials can see the Elastic Modulus of the material change by a factor of 100 or more over the glass transition region. Such changes can have drastic effects on an electronic assembly's reliability if they are not planned for in the design process. == Out-of-plane component warpage == When 3D DIC techniques are employed, out-of-plane motion can be tracked in addition to in-plane motion. Out-of-plane warpage is especially of interest at the component level of electronics packaging for solder joint reliability quantification. Excessive warpage during reflow can contribute to defective solder joints by lifting the edges of the component away from the board and creating head-in-pillow defects in ball grid arrays (BGA). Warpage can also shorten the fatigue life of adequate joints by adding tensile stresses to edge joints during thermal cycling. == Thermo-mechanical strain mapping == When a PCBA is over-constrained, thermo-mechanical stress brought about during thermal expansion can cause board strains that could negatively affect individual component and overall assembly reliability. The full-field monitoring capabilities of an image correlation technique allow for the measurement of strain magnitude and location on the surface of a specimen during a displacement-causing event, such as PCBA during a thermal profile. These "strain maps" allow for the comparison of strain levels over full areas of interest. Many traditional discrete methods, like extensometers and strain gauges, only allow for localized measurements of strain, inhibiting their ability to efficiently measure strain across larger areas of interest. DIC techniques have also been used to generate strain maps from purely mechanical events, such as drop impact tests, on electronic assemblies.
Rider Spoke
Rider Spoke developed by Blast Theory in collaboration with the Mixed Reality Lab was first staged at the Barbican, London in October 2007. Created for cyclists, it combines elements of theatre, performance, game play and state of the art technology. Rider Spoke was built in the IPerG project on the EQUIP architecture. Rider Spoke has since been presented in Athens (2008), Brighton (2008), Budapest (2008), Sydney (2009, Adelaide (2009) and Liverpool (2010).
Plane Finder
Plane Finder is a United Kingdom-based real-time flight tracking service launched in 2009, that is able to show flight data globally. The data available includes flight numbers, how fast an aircraft is moving, its elevation and destination of travel. Several variants of the service are available as mobile apps including free, premium 3D and augmented reality versions. The flight tracking map and database can be accessed by web browsers. Plane Finder allows registered users to share their ADS-B and MLAT data via the Plane Finder ADS-B Client, available for macOS, Windows and Linux. Plane Finder supports VFR charts from NATS, and was the first major flight tracking app to introduce a replay feature, allowing users to replay flights dating back to 2011. == Flight tracking == Plane Finder collects data from its own global network of receivers, using the following sources. === Automatic dependent surveillance-broadcast (ADS-B) === A network of automatic dependent surveillance-broadcast (ADS-B) receivers gathers aircraft data such as callsign, position and speed. Plane Finder serves to supplement this data with additional information, including aircraft registration/tail number, departure airport, destination, artwork, and photographs. Plane Finder users can apply for an ADS-B receiver in exchange for their flight data. === Multilateration (MLAT) === To deliver aircraft position data where ADS-B is unavailable, Plane Finder uses multilateration (MLAT). Using three or more receivers running Plane Finder client software, monitoring the aircraft simultaneously, the aircraft’s position is calculated using receiver location and accurate timestamps. While European airspace is widely covered, only some parts of North American airspace are covered. === Federal Aviation Administration (FAA) feed === ADS-B is prevalent across Europe and Australia, but not in North America. Where MLAT or ADS-B data is unavailable, a feed from the Federal Aviation Administration provides flight information. The FAA feed covers United States and Canadian airspace, including bordering areas of the Atlantic and Pacific Oceans. === FLARM feed === Plane Finder collects data from a centralised FLARM feed, for monitoring small aircraft and gliders. == Flight data source == The Plane Finder website and database is widely used as an information source to support articles in the media. The Independent used Plane Finder flight tracking to demonstrate to readers the flight path of flight MT2706, which turned back as a result of last minute Egyptian government flight restrictions on 6 November 2015. The Independent also used Plane Finder information to demonstrate a timeline of the speed/altitude of flight 7K 9268, a Russian plane which crashed on 31 October 2015. The BBC cited Plane Finder in regard to the point at which at British Airways flight turned back to Heathrow Airport to make an emergency landing after smoke was seen coming from its engines. Plane Finder data has also been used to create original imagery for the media, such as the Washington Post, which used Plane Finder as a source to show flight patterns immediately after the Brussels bombings in March 2016.
Fan loyalty
Fan loyalty is the loyalty felt and expressed by a fan towards the object of their fanaticism. Fan loyalty is often used in the context of sports and the support of a specific team or institution. Fan loyalties can range from a passive support to radical allegiance and expressions of loyalty can take shape in many forms and be displayed across varying platforms. Fan loyalty can be threatened by team actions. The loyalties of sports fans in particular have been studied by psychologists, who have determined several factors that help to create such loyalties. == Underpinning psychology == Given the extensive costs involved in managing and operating a professional team sport, it is beneficial for sports marketers to be conscious of the elements that establish a strong brand and the effect they have on fan loyalty, so they can best cater to their current fans while acquiring new ones. This is because fans and spectators are considered key stakeholders of professional sports organisations. Fans directly and indirectly influence the production of operating revenue through purchasing merchandise, buying game tickets and improving the value that can be obtained from television broadcasting deals and sponsorship. Therefore, fans are a key factor to consider in determining the economic success of a sports club. Deep psychological connections with new teams can be built with individuals before a team has even played a match revealing insights can develop quickly in the mind of consumers without direct encounters or experiences e.g. watching a team compete. Brand management approaches are helping sport organisations to expand the sport experience, appeal to new fans and enable long term business to consumer relationships through multi faceted connection such as social media. To affect consumers’ loyalty with a team, they must develop a compelling, positive and distinctive brand in order to stand out amongst competitor and vie for fan support. Loyalty programmes positively shape fan attachment and behaviour as it connects teams and their fans, aside from a club's season ticketholder database. It not only provides marketers with essential information about consumers and their thinking, but also acts as a channel to promote attendance and an opportunity to add value to their game day experience. Bauer et al. concludes that non product related attributes such as contextual factors (other fans, the club history and tradition, logo, club colours and the stadium atmosphere) hold a higher place in fan experience than product related attributes such as the team's winning record. Therefore, to increase fan loyalty (customer retention) Bauer et al. suggests sports marketers focus on targeting non product related benefits and brand attributes. As a result of fostering this loyalty, sports organisations can afford to charge prices at premium. Fan loyalty also leads to dependable ratings in broadcast media which means broadcasters can also charge premiums for advertising time in team broadcasts with loyal followings. A flow on effect from fan loyalty is the ability to create additional revenue streams outside of the core product such as merchandise shops and food venues that are close to the location of the game if the team chooses to own and operate ventures or share licensing agreements. Fan loyalty, particularly with respect to team sports, is different from brand loyalty, in as much as if a consumer bought a product that was of lower quality than expected, he or she will usually abandon allegiance to the brand. However, fan loyalty continues even if the team that the fan supports continues to perform poorly year after year. Author Mark Conrad uses the Chicago Cubs as an example of a team with a loyal fan following, where fans spend their money in support of a poorly performing team that (until 2016) had not won a pennant since 1945 or a World Series since 1908. They attribute it to the following factors: Entertainment Value The entertainment value that a fan derives from spectating motivates him/her to remain a loyal fan. Entertainment value of team sports is also valuable to communities in general. Authenticity This is described by Passikoff as "the acceptance of the game as real and meaningful". Fan Bonding Fan bonding is where a fan bonds with the players, identifying with them as individuals, and bonds with the team. Team History and Tradition Shank gives the Cincinnati Reds, all-professional baseball's oldest team, as an example of a team where a long team history and tradition is a motivator for fans in the Cincinnati area. Group Affiliation Fans receive personal validation of their support for a team from being surrounded by a group of fans who also support the same team. Fair Weather Fans Fans that engage when a team is good, and lose interest when a team is bad. Bandwagon Fans Fans who support the winning team, instead of supporting the same team year after year. Diehard Fans Fans who follow their team no matter if they are winning or losing. == Factors influencing fan loyalty == === Community === Fan loyalty attachment is strengthened through communal ties that connect fans around a team, forming a community that results in regular fan interaction. This interaction is particularly important as fans may not develop solely an intra-psychic team identity but predominantly display behavioural loyalty through the group consumption of indirect sport experiences instead, such as wearing the team colours, singing, cheering, flags and interaction between the sport's team's fans (e.g. laughing, talking) Through indirect sport experiences, the stadium atmosphere can be heightened and as a result, the frequency of fan attendance can increase. Furthermore, by wearing team apparel, fans can visually identify with one another resulting an increased likelihood of opportunities to engage with others socially through this point of connection. For example, a study on NASCAR fans found that their personal identity was connected to the brand itself as they felt connected to the larger community of NASCAR revealing an emotional connection to the brand. This indicates that their fan loyalty will result in the notion that fans are naturally more resistant to the promotional efforts of competing brands (e.g. lower-price offers) as their emotional commitment to NASCAR is greatly embedded in their sense of identity. When they associate themselves with the sponsors because of the sponsor's relation to the brand, they are solidifying their relationship with NASCAR and are therefore reinforcing their identity. Consequently, their fan loyalty translates into brand loyalty so long as the sponsor remains attached to the subject of their fanaticism, NASCAR, meaning they are less price sensitive and more willing to pay premium prices for sponsor's products or services. Another aspect of consumer behaviour regarding fan loyalty is the existence of consumption communities where members feel a sense of unity when they participate in the group consumption of brand sponsors’ goods and services further strengthening their ties to a brand and its sponsors. However, a strategy sports marketers use to appeal to a wider range of fan identities is to sponsor more than one club in sports such as soccer. This is so they are careful not to come across as a singularly affiliated club brand, where the opinion or perceptions of opposing teams’ fans would be one of disfavour towards them. === Brand association === Any benefit or characteristic connected to a brand as perceived by a consumer is called a brand association. These hold significance over the thoughts and opinions a consumer holds about a brand and can therefore influence one's loyalty. These associations provide a reference point to gauge the salience of a brand which is the perceived favourability associated with it. Brand salience is vital because it ultimately effects the likelihood of brand selection and loyalty leading to steadier spectator numbers, and an increase in attention from the media such as advertisers and sponsors. However, loyalty is a developmental process. According to Bee & Havitz (2010), spectators who are highly involved in the participation of a sport and exhibit psychological commitment, possess the capability to display high levels of behavioural loyalty as they develop into committed fans. On the other hand, neutral or negative feelings towards a team are found to foster indifference or cause an individual to disidentify with a team altogether. A model of ‘escalating commitment’, put forward by Funk and James (2001), demonstrates an individual's movement from ‘awareness’ of team to a subsequent ‘allegiance’ but came to the conclusion that more research was required to find out the key influences that lead one to the highest state of commitment. However, brand association development is fostered under brand management within a sports organisation. It is important for sports management research to identify t