International journal of sports marketing and sponsorship a model of fans reaction to resurrected brands of sport organizations introduction similar to other organizations, sport organizations have their own dynamics, in which bankruptcy and dissolution are undesirable events that do occasionally occur. International journal of sports marketing and sponsorship 1, 1 1998. International journal of sports marketing and sponsorship 2, 4 2001. This article examines the development of commercial sponsorship as a legitimate marketing communications option available to management. The highest level of support exclusive opportunity for naming rights your name little italy festa. Marketing and sponsorship landlords are going to have to play ball. Submit to journal directly or download in pdf, ms word or latex. International journal of sport management and marketing 14 papers in press regular issues. The role of sports sponsorships in the promotional mix is discussed, as well as the evaluation of sports sponsorships. Journals serving the community of sport management scholarship.
Ijsmm is a unique publication useful for everyone interested in the new developments in sport management and marketing theory and practices. An examination of sports sponsorship from a small business perspective p. It has become common for academics and sports marketing professionals to study and explain the heterogeneity and complexity of sports. Online and mobile marketing strategies as drivers of brand love in sports. The significance of sponsorship as a marketing tool in sport. Via our website, you can sample the complete archive library of editions and order back issues featuring case studies, analyses, interviews and research. Sponsorship in general and specifically sport sponsorship is a vital part of every major companys communication strategy in todays business world cornwell, 2008. The purpose of this paper is to investigate the relationships among brand experience, sports event image and loyalty in the jeju international ultramarathon race. International journal of sports marketing and sponsorship 1. This paper interviews a wellknown international sport academic and practitioner on the future directions sport management will take. The journal provides a vital resource to both academic and industry experts, publishing original research, case studies and. As a media consultant, he is regularly consulted by bfm, france televisions, europe 1, le monde and lequipe to discuss matters of sports business.
International journal of sports marketing and sponsorship determinants of viewer attention in concurrent event sponsorship felix boronczyk, christopher rumpf, christoph breuer. It has become common for academics and sports marketing professionals to study and explain the heterogeneity and complexity of sports spectators behaviours and attitudes. Hidden subsidies and the public ownership of sports facilities. Special issue call for papers from international journal of sports marketing and sponsorship. International journal of sports marketing and sponsorship 1 1, 1123, 1999. He earned his phd from the university of massachusetts amherst. Dr harryarne solberg, sortrondelag university college. The case of the destination brand mexico rogelio puentediaz. Sports sponsorship as an international marketing communications tool a multiple case study of finnish companies research objectives sponsorship as a marketing communications tool increasingly attracts academic interest. As a consequence, commercial goals, such as a stable sports performance or media and commercial returns, have clearly gained in importance.
The journal is abstracted and indexed by psycinfo and the social sciences citation index. The journals presented here explore these and other topics in marketing. While you are welcome to submit a pdf of the document alongside the word. The international journal of sports marketing and sponsorship is the worlds leading journal for the sports marketing industry. Modern marketing encompasses an everincreasing number of strategies, channels, tactics, and tools.
International journal of sport management and marketing. Download formatted paper in docx and latex formats. Published quarterly, it has met the rigorous standards required for a listing by both psycinfo and the social sciences citation index ssci. He is also the chief editor of the international journal of sports marketing and sponsorship. A comparison of the fifa world cups in 2006 and 1998 p. International journal of sports marketing and sponsorship, volume 19, number 2 critical issues and challenges in the sport industry of growing economies international journal of sports marketing and sponsorship by john nauright editor james zhang editor. This special issue embraces both, the technical side of plssem and empirical research using this method. International journal of sports marketing and sponsorship scimago. International journal of sports marketing and sponsorship, 192, 217235. Initial attention focuses on the causes of sponsorship emergence, the current developments in this growing industry and the prospects therein.
Published in association with international society for the history of physical education and sport. Nbcs bevacqua stays connected to league partners and his team, looks toward return of live sports pac12 nets expect big revenue boost. International journal of sports marketing and sponsorship emerald publishing limited 14646668 doi 10. Pdf sponsorship effectiveness in professional sport. Name and logo will appear on all materials at event and anytime festa is in print or online name and logo on all media and marketing materials, 2,500 fliers, 150 fullcolor posters. Ijsmm, a fullyrefereed international journal, aims to present current practice and research in the area of sport management and marketing. The case of levis stadium in santa clara by robert baumann, victor matheson, debra oconnor. International journal of sports marketing and sponsorship. Michel desbordes is professor in sports marketing at the university of parissaclay, france. Lessons from association footballthe role of research. The international journal of sports marketing and sponsorship is one of the worlds leading journals for the sports marketing.
International journal of sports marketing and sponsorship attracting international spectators to a sport event held in asia. The case of formula one petronas malaysia grand prix. This study utilizes an experimental design to investigate how different presentations sexualized, neutral, and combat of female athletes competing in a combat sport such as mixed martial arts, a sport defying traditional gender norms, affect consumers attitudes toward the advertising, event, and athlete brand. The role of sponsorship in the marketing communications mix.
Julian blake, sonja fourie, michael goldman, 2019 the relationship between sports sponsorships and corporate financial returns in south africa, international journal of sports marketing and sponsorship, vol. Since 2004 it has been published by international marketing reports. International journal of sports marketing and sponsorship instant. This study, an empirical research, aims to construct and validate a new lovehate scale for sports fans and tested its antecedents and consequences.
Using international sport events as part of a brand construction strategy. Sports sponsorship is a marketing tool that is frequently used by companies to reach a wide audience on a global basis so as to be placed higher than their competitors and to create awareness as well as make a higher profit margin. He lectures at the hub business school and the vub university in brussels as well as leading online webcasts. The purpose of this paper is to assess the effectiveness of eventrelated sports sponsorship and ambushing activity using social media video. The relationships of brand experience, sports event image and loyalty. International journal of sport communication 15 17 b international journal of sports marketing and sponsorship 12 12 0. International journal of event and festival management emerald. International journal of sports marketing and sponsorship economic impact of support in spanish professional football article information. Trondheim, norway, dr paul turner, deakin university, melbourne, australia. Building on a great tradition of global marketing scholarship, ijrm aims to contribute substantially to the field of marketing research by providing a. Where the practice once relied upon abstract skills, teams and firms now have a vast array of analytics and insights at their disposal. Marketing executives should evaluate cost per reachthe number of people exposed to the sponsorship in person as well as through media such as tv, radio, and print on a quarterly basis using data from internal sources or the sponsorship agency. International journal of sport finance the sponsorship effect. Naming rights sponsorships of sport facilities are among the most highly visible marketing agreements in the world.
Miles has spoken of a desire to figure out media rights first, so that the new partner can help indycar pitch the open title sponsorship to brands that may want media exposure to go along with attrack assets. The aim of this special issue of international journal of sports marketing and sponsorship is to introduce these advanced methods to a wider audience in an effort to broaden the understanding of sport management applications. Brand image and fan loyalty in professional team sport. The role of sponsorship in the marketing communications. This cited by count includes citations to the following articles in scholar. Alcohollinked sponsorship of sport represents a significant and growing investment as a popular strategy for brand communication. Like the title sponsorship deal, its media rights, which are split between abc and nbc sports group, expire after 2018. A behavioural analysis, international journal of sports marketing and sponsorship, vol. Instant formatting template for international journal of sports marketing and sponsorship guidelines. Effective communication through sports, arts and events is a concise, fastpaced, wellwritten book by a recognised thought leader, successfully combining academic research with industry practice, giving students of marketing and practitioners superb, relevant insights.
In my opinion, these are the few benefits that both parties get to enjoy. The current study confirms a relationship between exposure and hazardous consumption and provides insight into this relationship by examining the mediators responsible. Sponsorship is a rapidly growing tool in both commercial and social marketing areas, in australia and overseas. As social responsibility, philanthropy and entrepreneurship in the sport sector are becoming more integrated, it is important to consider how sport management will change in the future. The alcoholsport nexus and how consumers are affected. Australian health promotion foundations distribute substantial funds to arts, sports, and racing organizations for the opportunity to have these organizations events sponsored by health promoting organizations. A new lovehate scale for sports fans avichai shuvami, anat toder alon, sandra maria correia loureiro, hans ruediger kaufmann. A framework for the evaluation of sponsorships is presented for use by companies wishing to enter the world of sponsorship. The effects of sexualized and violent presentations of. International journal of sports marketing and sponsorship, volume 18, issue 1 sport business in china international journal of sports marketing and sponsorship by james zhang editor dongfeng liu editor.
Naming rights sponsorships of sport facilities are among the most highly visible marketing. Continental european sport clubs are also starting to view brand management as an essential management task, as is evident in increasing brand extensions and marketing activities tailored to additional e. The international journal of event and festival management advances knowledge in the field of events management and enhances the uptake of such knowledge by academics in the field. International journal of sport finance the sponsorship. For sponsors increased awareness of the company brand name sport sponsorships and endorsements are fundamentally marketing effort through sports. How effective is the sponsorship of global sports events. International journal of sports marketing and sponsorship rg. International journal of sports marketing and sponsorship dois. Nevertheless, the development of effective marketing strategies and instruments to retain and. The international journal of sports marketing and sponsorship is one of the worlds leading journals for the sports marketing industry. This study involved a sample of 28 sponsors in south africa during 1988. International journal of sports marketing and sponsorship citations.
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