Academic journal article International Journal of Sports Marketing & Sponsorship

In This Third Issue of 1999, We Have a Number of Interesting Pieces That Offer a Variety of Insights into Sport Sponsorship and Marketing. (Introduction)

Academic journal article International Journal of Sports Marketing & Sponsorship

In This Third Issue of 1999, We Have a Number of Interesting Pieces That Offer a Variety of Insights into Sport Sponsorship and Marketing. (Introduction)

Article excerpt

In this third issue of 1999, we have a number of interesting pieces that offer a variety of insights into sport sponsorship and marketing. The interview is with the Executive Director of SRi and SRi PRIME, Adrian Hitchen. One of the most respected and knowledgeable figures involved in the sponsorship industry, Adrian provides his forthright opinions on a number of issues, from the importance of achieving synergy for sponsorship success to the role of sponsorship research. He also offers some interesting opinions as to the potential impact of technological advancements such as the Internet and digital television.

The Research and Reviews section contains some research that all of those involved in the industry should find interesting. The first piece by Bob Sparks, from the University of British Columbia, provides an extremely comprehensive analysis of the impact of tobacco sponsorship on children. His research will be germane to rights holders, tobacco firms, and marketing directors evaluating their sponsorship portfolios.

Tim Berrett, a sport economics consultant working in Canada, and Trevor Slack from De Montfort University in the UK, have contributed a piece that looks at the way in which sponsorship initiatives are linked to corporate strategy. …

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