Academic journal article International Journal of Sports Marketing & Sponsorship

Editorial

Academic journal article International Journal of Sports Marketing & Sponsorship

Editorial

Article excerpt

The first issue of 2002, our fourth year of publication, provides another collection of diverse and high quality offerings from research centres around the world. University of Oregon Athletic Director Bill Moos kicks things off in an interview conducted by Rick Burton, Executive Director of the Warsaw Sports Marketing Center at the University of Oregon. In an interview that touches on the university's successful football season, the controversial pre-season campaign to promote quarterback Joey Harrington for college football's most valuable player award, the Heisman Trophy, and the so-called college sports "arms race", Moos provides some interesting insights into the multi-billion dollar business of US collegiate sport.

Burton returns in the second piece in the journal, an article co-written with University of Oregon colleague Dennis Howard. Howard and Burton take a look at the business of sport marketing during a time of economic recession. In so doing, they draw on extensive personal experience and recent research to provide some recommendations that sport marketing professionals may want to consider during times of economic difficulty. This paper is followed by a research article by John Forster and Nigel Pope from Griffith University in Australia that explores the susceptibility of sport leagues to competition. …

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