Editorial.(Brief Article)

Welcome to volume 2, number 3 of the International Journal of Sports Marketing & Sponsorship. At the time of writing, the Sydney Olympic Games is only weeks away. The importance of this event for various organisations that are hoping to use the Games as a springboard for both short-term and long-term gains is reflected in this issue.

In the Interview, Maggie White, Business Manager for the Australian Tourist Commission (ATC) with responsibility for the Olympic Games talks with Griffith University's Laurence Chalip about what the Olympic Games means for the ATC. She candidly discusses the way in which the ATC intends to exploit the Games to promote tourism opportunities in …