Academic journal article International Journal of Sports Marketing & Sponsorship

Editorial

Academic journal article International Journal of Sports Marketing & Sponsorship

Editorial

Article excerpt

Welcome to volume 2, issue 2 of the International Journal of Sports Marketing & Sponsorship. Once again, the international nature of the Journal is emphasised with contributions from the USA, New Zealand and the UK. The Interview features a discussion between Adam Silver, President and CEO of NBA Entertainment and Bill Sutton from the University of Massachusetts in Amherst. Silver provides an illuminating insight into how probably the most innovative sports organisation in the world is embracing technological advances in areas such as digital television and the Internet to radically alter the ways in which it delivers its sport programming.

The Research and Reviews section presents three diverse articles. In the first, Andy Grainger and Steve Jackson from the University of Otago in New Zealand provide a piece of research that explores global sport marketing strategies. Using a Nike advertisement screened in New Zealand, Grainger and Jackson move beyond the "think global, act local" maxim by examining the politics and contradictions associated with local regulatory control of global sport advertisements. In the second article, Memphis University's Bettina Cornwell and her colleagues develop and then empirically test a model that they contend should be useful in determining some of the factors that impact upon the effectiveness of event sponsorship. Third, Bill Sutton reappears with two colleagues from the University of Massachusetts, Tony Lachowetz and John Clark. …

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