International Journal of Sports Marketing & Sponsorship articles from September 2002

International Journal of Sports Marketing & Sponsorship archives from September 2002

Editorial.
September 1, 2002... The third issue of the year provides a diverse array of observations and insights from Europe and North America. The interview is with Jean-Francois Richard, Director of Marketing for the French firm Amaury Sport Organisation (ASO). In a...

An interview with Jean-Francois Richard, Director of Sales and Marketing, Amaury Sport Organisation. (Interview).(Interview)
September 1, 2002... Keywords: Sponsorship, Tour de France, doping, values, sport events Introduction Jean-Francois Richard is the Director of Marketing for Amaury Sport Organisation (ASO), a major organizer of sporting events in Europe, including the Tour...

Sponsorship and gay sport: a case study of the 2000 Gay Softball World Series. (Research Paper).
September 1, 2002... Abstract: The purpose of this exploratory study is to examine the sponsorship of a gay and lesbian sports event, and whether this differs from the sponsorship of more mainstream sports events. This is achieved by focusing on one particular...

Consumer-based marketing: the use of micro-segmentation strategies for understanding sport consumption. (Research Paper).
September 1, 2002... Abstract: The present data illustrate the effectiveness of utilizing theoretically guided models to develop consumer-based micro-segmentation strategies. The results provide marketers with a powerful discriminant function calculated from six...

The nature of commitment in sport sponsorship relations. (Research Paper).
September 1, 2002... Abstract: The main focus of the paper is an examination of the nature of sponsor commitment to a team, an event or a sport. Established notions of "sponsor commitment" typically involve the sponsor engaging in a transaction with a sponsored...

Editorial policy.
September 1, 2002... The purpose of IJSMS is to bring together academics and practitioners in one forum with the intent of furthering the knowledge and understanding of sports marketing and sponsorship. We interpret marketing and sponsorship broadly to include...