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, number 3 of the International Journal of Sports Marketing & Sponsorship. At the time of writing, the Sydney Olympic Games is only weeks away. The importance of this event for various organisations that are hoping to use the Games as a springboard for both short-term and long-term gains is reflected in this issue.

In the Interview, Maggie White, Business Manager for the Australian Tourist Commission (ATC) with responsibility for the Olympic Games talks with Griffith University's Laurence Chalip about what the Olympic Games means for the ATC. She candidly discusses the way in which the ATC intends to exploit the Games to promote tourism opportunities in Australia, outlining the rationale for the ATC's involvement and the strategic approach that has been employed to turn the short-term exposure that accompanies the hosting of such a large-scale event into an enduring benefit.

The Industry Analysis section also features the upcoming Games. Rather than the usual commentary from a practitioner, this issue features two Australian academics, Janek Ratnatunga and Siva Muthaly, who provide an insight into what firms trying to cash in on the Games may face. By combining lessons learned from firms involved in the Atlanta Olympics with an analysis of how Sydney is preparing to host the biggest multi-sport event in the world, Ratnatunga and Muthaly detail some of the factors that will likely lead to the success, or failure, of firms trying to profit from Sydney 2000.

Between the Interview and Industry Analysis sections are two research articles that should be of interest to marketing personnel from sports clubs around the world. …

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