International Journal of Sports Marketing & Sponsorship articles from October 2007

International Journal of Sports Marketing & Sponsorship archives from October 2007

Why academics want to join the club.(Editorial)
October 1, 2007... I was fortunate a year or so ago to work with one of the world's leading football clubs. A manager working for the club had read about some of my research and invited me to the stadium to talk about how we might work together. We covered in...

The case study method: a powerful teaching tool in sports marketing education.(Introduction)(Case study)
October 1, 2007... Since Harvard Business School (and many other of the world's most prominent business schools that have followed Harvard's example) began using the case study method for teaching, early in the last century, the case study method has become a...

Committing regicide: rebranding the Football Kingz.(CASE STUDY: Peer reviewed)
October 1, 2007... Abstract The New Zealand Knights Football Club was born out of the rebranding of the Football Kingz. Drawing on the concept of brand equity, this paper examines the management's attempts to manipulate the antecedents of brand equity. The...

Is sport becoming too commercialised? The Houston Astros' public relations crisis.(CASE STUDY: Peer reviewed)
October 1, 2007... Abstract Throughout sport, the incidence of commercial sponsorship is increasing and shows no signs of slowing. This case study examines the negative consequences that can arise when a corporate stadium naming rights partner (Enron)...

Super Bowl: a case study of buzz marketing.(CASE STUDY: Peer reviewed)(Case study)
October 1, 2007... Abstract In the US, the Super Bowl is annually the nation's highest-rated TV programme and the most watched single-day sporting event. But could the Super Bowl, like other sporting events that traditionally attracted millions of people,...

Going global: the NBA sets its sights on Africa.(CASE STUDY: Peer reviewed)
October 1, 2007... Abstract This paper examines the US National Basketball Association's choice of South Africa as the primary location for its 'Basketball Without Borders' camp, with the long-term future of basketball in Africa in mind. It explores the...

Global success in sport: the effective marketing and branding of the UEFA Champions League.(CASE STUDY: Peer reviewed)(Report)
October 1, 2007... Abstract The history and heritage of some brands is such that an accumulation of brand equity occurs whereby stocks of images, symbols, logos and icons are built up. The role of brand managers in these cases is to release this equity in an...

Selling the five rings: the International Olympic Committee and the rise of Olympic commercialism.
October 1, 2007... Selling the Five Rings The International Olympic Committee and the Rise of Olympic Commercialism Robert K Barney, Stephen R Wenn & Scott G Martyn (2004; revised edition) The University of Utah Press, Salt Lake City, UT. ...