Academic journal article International Journal of Sports Marketing & Sponsorship

Editorial

Academic journal article International Journal of Sports Marketing & Sponsorship

Editorial

Article excerpt

The third issue of 2001 comprises an eclectic array of articles that encompass a variety of perspectives on, and insights into, sport marketing. In the interview, David Legg from Mount Royal College in Calgary talks to Dr Robert Steadward, President of the International Paralympic Committee (IPC). As founding President of the IPC, and also an active International Olympic Committee (IOC) member, Steadward is uniquely placed to talk about a variety of marketing and organisational issues. Here he discusses the marketing strategies that have been used to promote the IPC and its flagship Paralympic Games, the way in which IPC marketing fits with the IOC and the potential for conflict between the two organisations, and the future that he sees for the broadcasting and marketing of the Paralympic Games.

The three research articles begin with a piece by Samantha King from the University of Arizona. King suggests that the desire to be seen as good corporate citizens that engage in ethical business practices has led to firms engaging in various philanthropic and community relations programmes. Focusing on Avon's attempts to redefine their image through the support of women's sports activities, King suggests that such campaigns are often driven as much by the desire to penetrate new markets and retain market share as they are to further social improvements.

In the second paper, Daniel Funk (University of Texas at Austin), Daniel Mahony (University of Louisville), Makoto Nakazawa (University of Tsukuba) and Sumiko Hirakawa (Tsurumi University) present the Sports Interest Inventory (SII). …

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