Academic journal article International Journal of Sports Marketing & Sponsorship

Diversity Is Our Strength in Tougher Times

Academic journal article International Journal of Sports Marketing & Sponsorship

Diversity Is Our Strength in Tougher Times

Article excerpt

For this first issue in 2010, let me begin with a traditional message: Happy New Year to all of you and your families.

A new decade begins and it is amazing how much has been achieved in the past ten years. Let me reflect on what sports marketing looked like in 2000. Journals, agencies, practitioners, lectures and degrees ... so much has evolved. Sports marketing must now be viewed from a global perspective, and the Journal reflects this evolution. The variety of academic papers published demonstrates how the discipline has spread for example, we have been accepting papers from Asia for years now.

When I took over responsibility for the Journal last year, following Simon Chadwick's editorship, I underlined the need for still more variety. In this issue we publish Fawzi Dekhil's paper on sponsorship recall at the African Cup of Nations. This is the first paper from Africa that this Journal has published and is particularly symbolic given that terrible issues surrounding the events in Angola and South African preparations to host its first FIFA World Cup this year will only increase attention on this region. The promotion and sponsorship of these events have the potential to highlight new practices and strategies towards the marketing management of sport.

This opening up of the Journal, and more generally the whole discipline of sports marketing, to the world beyond North America and Europe is now indisputable. As the editor, I now receive weekly submissions from China, India, Bangladesh, Iran, Korea and the United Arab Emirates, bringing a variety of new topics and theoretical standpoints to our discipline.

The challenges for the sports industry in this new decade are truly global. …

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