Editorial

Article excerpt

Welcome to the first issue of 2001. This edition moves slightly away from the usual format to take advantage of an interesting collection of submissions. Rather than just including one interview, this issue provides two of what have proved to be a very popular feature. In the first, David Hudson, a researcher from De Montfort University who has done a lot of work on the marketing of professional football in England, speaks to Brian Phillpotts. Phillpotts talks about marketing initiatives that he has been involved with in positions with Newcastle United Football Club, the Football League and his upcoming appointment with the English Premier League. At a time when much of professional sport worldwide appears to be awash with money, Philpotts' insights should prove to be of great interest. The second interview takes just the opposite point of view. Rather than featuring a practitioner involved in selling a product, Carlos lila, Sponsorship Manager of Telefonica, one of Spain's largest multinationals, discusses w hat he looks for when putting together a sponsorship deal. The interview, conducted by Spanish academic Carlos Campos, is particularly interesting with respect to the way lila and his colleagues use sport sponsorship as a major component of Telefonica's transnational marketing initiatives. In combination, the two interviews illuminate what is involved in building sponsorship agreements, from the point of view of a major sport property and a global sponsor.

The two interviews are followed by research articles that also have a common theme, the work of North American scholar James Gladden from the University of Massachusetts at Amherst. …