Academic journal article International Journal of Sports Marketing & Sponsorship

Introduction

Academic journal article International Journal of Sports Marketing & Sponsorship

Introduction

Article excerpt

The purpose of the International Journal of Sports Marketing & Sponsorship has always been to bring together top-quality writing from both academics and practitioners. In the last issue, we decided to follow this mandate more explicitly by offering a greater balance between contributions from academics and practitioners. This issue follows a similar format.

We start with an interview with Timo Lumme, Managing Director of Quokka Sports in London. Quokka is at the forefront of technological developments in the sports programming area, particularly the enhancement of sports coverage through electronic media such as the Internet. The marketing opportunities are clearly immense and form a focal point of what is an enlightening discussion between Lumme and SRi Executive Director Adrian Hitchen.

In the first article, two American scholars, Rick Kolbe from Kent State University and Jeffrey James from the University of Illinois, present a piece of original research on the factors that contribute to a person becoming a fan of a particular team. In identifying the key influences that determine allegiance, Kolbe and James offer some insights that will undoubtedly be of interest to those managing and marketing professional sports teams, and those who use such teams as marketing vehicles.

The second article, by Laurence Chalip and Christine Green from Griffith University in Australia and Lee Vander Velden from the University of Maryland, focuses on ways in which sport promoters can increase the interest and effort that viewers put into watching sporting events. …

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