International Journal of Sports Marketing & Sponsorship articles from January 2007

International Journal of Sports Marketing & Sponsorship archives from January 2007

Promoting and celebrating sports marketing diversity.(Editorial)(Editorial)
January 1, 2007... At a recent sports marketing book launch in London, it was a surprise, and a pleasurable one, to peruse the list of attendees: the geographic diversity of audience members was striking, as were their academic and career backgrounds. 'Marketing...

Global marketing and no-name sponsorship: interview with Michael Payne, former International Olympic Committee marketing & broadcast director.(Interview)
January 1, 2007... Michael Payne made his name by developing the first global marketing strategy, the TOP Programme, for the International Olympic Committee. In 1988 he became the organisation's first ever marketing director. In 2002 he took up the new post of...

Heroes in sport: assessing celebrity endorser effectiveness.(RESEARCH PAPER: Peer reviewed)(Report)
January 1, 2007... Abstract The use of celebrities, and particularly athletes, to influence consumers and sell products is not a new practice, but one that is gaining considerable steam in the sports marketplace. However, many academics and practitioners...

Market segmentation in the K-League: an analysis of spectators of the Korean professional soccer league.(RESEARCH PAPER: Peer reviewed)(Report)
January 1, 2007... Abstract This study involved analysis of the consumption behaviours of spectators in the K-League (South Korea). Its dual purpose was to cluster spectators into homogeneous groups on the basis of attitudes towards game attendance, and to...

Meaning transfer in sports news and sponsorship: promoting Canadian Olympic triathlete Simon Whitfield.(RESEARCH PAPER: Peer reviewed)(Report)
January 1, 2007... Abstract This paper critically examines the processes of meaning creation and transfer in sports celebrity endorsements. It uses findings from a qualitative case study that investigated how Canadian journalists covered Simon Whitfield's...

In-stadium sponsorship evaluation of a mega-sponsee: the 2004 Grey Cup.(RESEARCH PAPER: Peer reviewed)(Report)
January 1, 2007... Abstract This research highlights the need for sophisticated measurement tools to allow sponsors and sponsees to evaluate sponsorship achievement against specific goals and its performance relative to other promotional tactics. Two...

Great brand stories: Arsenal winning together: the story of the Arsenal brand; John Simmons & Matt Simmons.(Great Brand Stories: Arsenal Winning together: the story of the Arsenal brand)
January 1, 2007... Who is this aimed at? Any book, especially one as brief as this, needs a focus, but it is difficult to see whether it is targeted at the football follower who would like to know a bit about marketing and branding, or the student of the latter...