International Journal of Sports Marketing & Sponsorship

Articles from Vol. 13, No. 2, January

2012: A Challenging and Exciting Year
This will be another incredible year for sport and particularly for sports marketing. Two major events are taking place, Euro 2012 in Poland and Ukraine and the 2012 Olympics in London, the so-called European heart of sport business. These two events...
A Demand Analysis for the Chinese Professional Baseball League 1990-2008
Executive summary Baseball is popular in many countries around the world and is undoubtedly the most popular professional sport in Taiwan. The Chinese Professional Baseball League (CPBL) grew consistently since being founded in 1990, with a 9% average...
CIMA a Marketing Revolution in Mexican Olympic Sports
Executive summary In 1998 the Mexican National Sports Commission faced the challenge of creating and developing an Olympic sponsorship programme (CIMA) designed to increase the resources available for preparing Olympic athletes. The objective was...
Exploring Saturation Levels for Sponsorship Logos on Professional Sports Shirts: A Cross-Cultural Study
Executive summary This study explores the influence of shirt sponsorship advertising on different attitudinal variables reflecting team and brand equity in cross-cultural settings. Three major patterns of on-shirt advertising were identified: the...
Road Cycling Event Preferences for Racing Cyclists
Executive summary Cycling event promoters often have control over several event attributes that can help them to tailor their event to participant preferences. In order to determine the most desirable mix of attribute levels, we conducted a conjoint...
The Relationship between Real Sports and Digital Adaptation in E-Sport Gaming
Executive summary The relationship between real sport and its digital adaptation was originally one-sided. Initially real sports types and events were used as a template for creating virtual gaming environments. The process became two-way through...