International Journal of Sports Marketing & Sponsorship

Articles from Vol. 4, No. 3, September-October

An Interview with Jean-Francois Richard, Director of Sales and Marketing, Amaury Sport Organisation
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 de France (TF): in this interview, we learn more about the Tour de France and...
An Interview with Jean-Francois Richard, Director of Sales and Marketing, Amaury Sport Organisation. (Interview)
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 de France...
Consumer-Based Marketing: The Use of Micro-Segmentation Strategies for Understanding Sport Consumption
Executive Summary Increased competition for consumer entertainment dollars illustrates the importance of adopting decision-making processes that enhance business decisions. The present research utilized the Psychological Continuum Model (PCM) (Funk...
Consumer-Based Marketing: The Use of Micro-Segmentation Strategies for Understanding Sport Consumption. (Research Paper)
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 variables...
Editorial Policy
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 issues involving...
Sponsorship and Gay Sport: A Case Study of the 2000 Gay Softball World Series
Executive Summary Whilst there has been much research in recent years that has looked at gay participation in sport in relation to issues of identity construction (Griffin, 1998; Hall, 1996; Messner, 1992; Miller, 2001; Pitts, 1997), there has been...
Sponsorship and Gay Sport: A Case Study of the 2000 Gay Softball World Series. (Research Paper)
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 non-mainstream...
The Nature of Commitment in Sport Sponsorship Relations
Executive Summary A review of the vast array of official announcements and press releases made by sport sponsors upon the agreement of a new sponsorship deal reveals a recurring theme: commitment. Sponsors will often claim that their relationship...
The Nature of Commitment in Sport Sponsorship Relations. (Research Paper)
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 property....