International Journal of Sports Marketing & Sponsorship articles from November 1999

International Journal of Sports Marketing & Sponsorship archives from November 1999

Introduction.
November 1, 1999... Over the last year, the International Journal of Sports Marketing & Sponsorship has published a variety of papers aimed at stimulating thought, promoting debate and, most importantly, informing practice. The approach taken to achieve this has...

An interview with Jeff Price, Vice President of US Sponsorships & Events, MasterCard International.
November 1, 1999... * Keywords: Sports Sponsorship, Ambush Marketing, Internet Introduction As Vice President of US Sponsorships & Events at MasterCard International, Jeff Price has overseen the development of a wide ranging sponsorship portfolio that...

Sports sponsorship evaluation: A behavioural analysis.
November 1, 1999... Keywords: Sponsorship, Behavioural Measures, Evaluation, Behaviour Modification Executive Summary Investment in sponsorship has increased dramatically over the past decade, a growth that shows every sign of continuing in the...

Managers' use of sponsorship in building brands: service and product firms contrasted.
November 1, 1999... * Keywords: Sports Sponsorship, Brand Knowledge Executive Summary Corporate sponsorship of sports and other events is the fastest growing form of marketing communications, with sponsorship expenditures increasing 9% in 1997...

Is it possible to replace a successful sponsor?
November 1, 1999... Keywords: Replacing Successful Sponsors Executive Summary As the sponsorship industry matures, many firms are facing the prospect of having to replace well-established, successful sponsors. This can be seen as problematic both by the...

World Cup 2006 bid: A case study -- bidding to bring football home.
November 1, 1999... Keywords: Campaign Bidding, Competitive Advantage, Design Effectiveness Executive Summary Hosting FIFA's World Cup is seen by many as the world's biggest sporting prize. Competition to secure the tournament is intense, with competing...

The Institute of Sports Sponsorship: its role in an evolving industry.
November 1, 1999... Keywords: Market Trends, Recent Research, Problems for Smaller Sports Introduction The Institute of Sports Sponsorship (ISS) was founded in 1985 to represent the interests of a number of companies involved in the rapidly evolving...