International Journal of Sports Marketing & Sponsorship articles

Recent articles from International Journal of Sports Marketing & Sponsorship

The relationship between real sports and digital adaptation in e-sport gaming.(RESEARCH PAPER)(Report)
January 1, 2012... Executive summary The relationship between real sport and its digital adaptation was originally one-sided. Initially real sports types and events were used as a template for creating virtual gaming environments. The process became two-way through the use of digital techniques to enhance the...

Road cycling event preferences for racing cyclists.(RESEARCH PAPER)(Report)
January 1, 2012... Executive summary Cycling event promoters often have control over several event attributes that can help them to tailor their event to participant preferences. In order to determine the most desirable mix of attribute levels, we conducted a conjoint analysis using salient event...

A demand analysis for the Chinese Professional Baseball League 1990-2008.(RESEARCH PAPER)(Report)
January 1, 2012... Executive summary Baseball is popular in many countries around the world and is undoubtedly the most popular professional sport in Taiwan. The Chinese Professional Baseball League (CPBL) grew consistently since being founded in 1990, with a 9% average annual growth rate of attendance until...

Exploring saturation levels for sponsorship logos on professional sports shirts: a cross-cultural study.(RESEARCH PAPER)
January 1, 2012... Executive summary This study explores the influence of shirt sponsorship advertising on different attitudinal variables reflecting team and brand equity in cross-cultural settings. Three major patterns of on-shirt advertising were identified: the logo-free or 'clean' approach practised in...

2012: a challenging and exciting year.(Editorial)
January 1, 2012... This will be another incredible year for sport and particularly for sports marketing. Two major events are taking place, Euro 2012 in Poland and Ukraine and the 2012 Olympics in London, the so-called European heart of sport business. These two events are particularly interesting because both...