International Journal of Sports Marketing & Sponsorship articles from April 2009

International Journal of Sports Marketing & Sponsorship archives from April 2009

Global Reach to Reflect Developments in Sport
April 1, 2009... These are interesting times for the sports industry and its partners, as the economic downturn and the reducing availability of credit usher in a sea change in the commercial confidence in sport. The importance of sports marketing and...

Interview with Orlando Salvestrini: President of Marketing, Club Atletico Boca Juniors in Argentina
April 1, 2009... NW: Orlando, when I have visited Argentinian matches it is clear how different the occasion is compared to football in other countries. For you, what makes Argentinian football so different from say European football? OS: There are several...

Drivers to Divas: Advertising Images of Women in Motorsport
April 1, 2009... Abstract This study presents an analysis of the evolution of advertising's portrayal of women in motorsport. The construct of source credibility is examined and used as a framework to better understand the limitations and opportunities of...

The Relationships between Team Attributes, Team Identification and Sponsor Image
April 1, 2009... Abstract This study tested the paths of a structural model that was conceptualised by hypothesising that team attributes affect team identification, which in turn plays a mediating role in sponsor identification and image transfer from event...

European Football under Close Scrutiny
April 1, 2009... Abstract Consumers are increasingly looking beyond products, and are expressing concern for the respect of societal values. This paper analyses how football organisations and governing bodies in Europe are adapting their marketing strategies...

Can Sponsorships Be Harmful for Events? Investigating the Transfer of Associations from Sponsors to Events
April 1, 2009... Abstract This paper outlines how sponsorships can be beneficial or harmful to events. Using an experimental design and focusing on association transfers surrounding a snowboarding event, we illustrate that the sponsoring brand associations...

'Give Me a Stadium and I Will Fill It' an Analysis of the Marketing Management of Stade Francais Paris Rugby Club
April 1, 2009... Abstract This paper analyses the marketing strategy, marketing mix and brand development of SF Paris rugby union club, which succeeded in attracting huge crowds (around 75,000 spectators) for several regular season games and in building...