International Journal of Sports Marketing & Sponsorship articles from December 2001

International Journal of Sports Marketing & Sponsorship archives from December 2001

Editorial.
December 1, 2001... The final issue of 2001 comes at a time of enormous global turmoil. An economy that was already experiencing a downturn was further hit by the tragic events of September 11. While the articles that appear in this issue were obviously written...

Best of grass-roots sport. (Company Round-up).
December 1, 2001... Minister for Sport Richard Caborn presented the 2001 Sportsmatch award for the best grass-roots sport sponsorship to a coaching scheme for youngsters run by Wimbledon football clubs community development programme and sponsored by McDonalds...

An interview with Kimmo Lipponen, Director of Corporate Marketing, Nokia. (Interview).
December 1, 2001... Keywords: Sponsorship, corporate citizenship, branding, even marketing Introduction Kimmo Lipponen is the Director of Corporate Marketing for Nokia, where he is responsible for global Corporate Sponsorships and Corporate Citizenship...

When do ex-sponsors become ambush marketers? (Research Paper).
December 1, 2001... Abstract: Sponsors claim that ambush marketing damages the integrity and financial basis of an event, however, definitions of "ambushing" remain ambiguous, particularly where more than one party lays claim to specific images. When the New...

Corporate selling activities and the determinants of corporate partner retention in the National Basketball Association (NBA). (Research Paper).
December 1, 2001... Abstract: The purpose of this exploratory study was to identify those corporate sales activities that lead to teams' higher rates of retention of corporate customers. Twenty-two of 29 National Basketball Association (NBA) teams participated....

An analysis of volume consumption, consumer interest and perceptions of sport sponsorship as they relate to the Super Bowl. (Research Paper).
December 1, 2001... Abstract: The Consumer Perception Index (CPI) was utilized to measure consumer perceptions surrounding the 1998 and 2000 Super Bowls specific to Volume consumption, and perceptions toward sponsorship, advertising, commercialization, and...

Guinness Rugby World Cup sponsorship; a global platform for meeting business objectives. (Industry Analysis).
December 1, 2001... Abstract: In a recession sponsorship could be one of the first budgets to be cut but there are arguments to suggest that it should be one of the last. Although primarily used as a marketing tool, those companies with a mature attitude to the...