International Journal of Sports Marketing & Sponsorship articles from May 2006

International Journal of Sports Marketing & Sponsorship archives from May 2006

New directions for marketing in football.(marketing)
May 1, 2006... It's a real pleasure to see this special issue on marketing and soccer published, after months of hard work by the editorial board. When Simon Chadwick, the Editor, invited me to oversee this edition, we didn't expect quite so many high-quality...

Soccer marketing and the irrational consumption of sport.(Editorial)
May 1, 2006... It is both opportune and apt that this edition of the Journal is a soccer marketing special edition. Soccer is the world's favourite sport, often referred to as 'the global game', and this sporting summer will be dominated by the FIFA World Cup...

Interview with Francois Ponthieu, President, Direction Nationale du Controle de Gestion.(National Board for Management Control)(Interview)
May 1, 2006... Abstract DNCG (Direction Nationale du Controle de Gestion--National Board for Management Control) is an independent institution whose mission is to check French professional clubs' accounts. Its declared aim is to ensure that clubs that...

Distinguishing between short-term and long-term commitment in football shirt sponsorship programmes: Towards a matrix of management implications.(RESEARCH PAPER: Peer reviewed)
May 1, 2006... Abstract Sponsorship literature is deficient in terms of its failure to consider the process of managing sponsorship programmes, in particular the problem of commitment that has been identified in many relationships. Employing football...

The effect of perceived image fit on brand awareness: 2002 Korea-Japan World Cup.(RESEARCH PAPER: Peer reviewed)
May 1, 2006... Abstract Much of the existing research in sports sponsorship is applied in nature and devoid of serious theoretical insight regarding its role from a marketing communication effects standpoint. In this study, Taylor & Crocker's (1981)...

An evaluation of the sponsorship of Euro 2004.(RESEARCH PAPER: Peer reviewed)
May 1, 2006... Abstract Sporting events usually attract corporate sponsors because of the promise of easy, wide-reaching promotion of their brands through association with the event. This study investigates the brand recall and brand preferences of...

Globalisation and sports branding: The case of Manchester United.(CASE STUDY: Peer reviewed)
May 1, 2006... Abstract In 2005 Manchester United was taken over by US businessman Malcolm Glazer, in part because of the club's brand name prominence in the global sport of soccer. This paper examines how Manchester United rose to a pre-eminent position...

Toronto Maple Leafs vs Football Club Barcelona: how two legendary sports teams built their brand equity.(CASE STUDY: Peer reviewed)
May 1, 2006... Abstract This paper looks at how two sports teams, hockey club the Toronto Maple Leafs and Football Club Barcelona, have each built and leveraged their brand equity. The main differences between the two clubs lie in how they position their...

The launch of new brands by professional soccer teams: The case of U.S. Lecce - Salento 12.(CASE STUDY: Peer reviewed)(Author abstract)
May 1, 2006... Abstract This paper explores the strategy of a professional soccer team introducing a new brand for selling merchandise. After reviewing literature on brand management, brand equity and brand associations (with a special focus on their...

The impact of the national sports lottery and the FIFA World Cup on attendance, spectator motives and J. League marketing strategies.(market research)
May 1, 2006... Abstract This paper examines the impact of the national sports lottery (toto) in 2001 and the 2002 FIFA World Cup for the Japan Professional Soccer League--J. League. In 2001 J. League attendances grew dramatically and were sustained in...

Marketing et football: une perspective internationale.(Book review)
May 1, 2006... Marketing et football: une perspective internationale Gregory Bolle & Michel Desbordes (eds) Presses Universitaires du Sport Voiron 2005 (384pp) ISBN: 2-914797-17-2 [ILLUSTRATION OMITTED] This book considers football...

Events.(calendar)(Calendar)
May 1, 2006... European Marketing Academy 35th Annual Conference Theme Sustainable marketing leadership Date 23-26 May 2006 Venue Athens University of Economics and Business, Greece Tel +30 210 9006000 Fax ...