International Journal of Sports Marketing & Sponsorship articles from March 1999

International Journal of Sports Marketing & Sponsorship archives from March 1999

Welcome.
March 1, 1999... Welcome to the inaugural issue of the International Journal of Sports Marketing & Sponsorship. As you will see from several articles in this edition, the sports marketing and sponsorship industry has grown extremely rapidly in recent years. ...

Perspective an interview with Alan Pascoe.
March 1, 1999... Keywords: Sport Sponsorship, Sport Marketing, Alan Pascoe, APA, Fast Track Introduction Alan Pascoe won European and Commonwealth Games gold medals as a 400 metre hurdler and an Olympic silver medal in 1972 as a member of Great...

Commercial sponsorship -- the development of understanding.
March 1, 1999... * Keywords: Understanding, Model, Research, Consumer Effects Executive Summary Consumer sponsorship now represents one of the most rapidly growing and perhaps interesting areas of marketing activity. While large-scale corporate...

Sport sponsorship: evaluating the sport and brand image match.
March 1, 1999... * Keywords: Sponsorship, Brand Image, Personality Matching, Brand Management Executive Summary This paper demonstrates that the process of creating a favorable brand image can be aided using image-sensitive sponsorship. Firms have...

The dynamics of sport sponsorship: the case of English professional football.
March 1, 1999... * Keywords: English Football Team Sponsorship, Mimetic Isomorphism, Entry-Exit Cycles Executive Summary Sponsorship is an important source of revenue for many sports. So far most of the research on sport sponsorship has concentrated on...

In search of a new defender: the threat of ambush marketing in the global sport arena.
March 1, 1999... * Keywords: Ambush Marketing, Activation Programs, Sponsorship Leveraging Executive Summary The sport sponsorship industry today faces a formidable challenge. Corporations, no longer content to sponsor in exchange for stadium signage,...

Sponsorship in North America: a survey of sport executives.
March 1, 1999... * Keywords: Sponsorship, North America, Trends Executive Summary The present study consisted of a questionnaire mailed to 250 sport executives associated with professional sport teams and sport properties in North America. Qualitative...