International Journal of Sports Marketing & Sponsorship

Articles from Vol. 2, No. 4, December

Adopting a Relationship Marketing Paradigm: The Case of the National Basketball Association
Executive Summary A transformation in the business landscape of professional sport in North America has resulted in the widespread adoption of relationship marketing practices. The relationship marketing paradigm in sport is based upon the principle...
Adopting a Relationship Marketing Paradigm: The Case of the National Basketball Association. (Research Paper)
Abstract: This paper explores the adoption of a relationship marketing paradigm by the National Basketball Association. A contextualist framework was used to explore the context, content and processes of this change that evolved over a 17-year time...
An Interview with Ron Seaver, President and CEO of Seaver Marketing Group
[ILLUSTRATION OMITTED] Introduction Ron Seaver is in a unique position within the sport industry. He has worked on both sides of the sponsorship business, selling sponsorships for teams and assisting corporations in securing productive sponsorships....
An Interview with Ron Seaver, President and CEO of Seaver Marketing Group. (Interview)
Keywords: Seaver, professional sport, US sponsorship Introduction Ron Seaver is in a unique position within the sport industry. He has worked on both sides of the sponsorship business, selling sponsorships for teams and assisting corporations...
Big Ron Backs Powerleague Marketing Campaign
Soccer pundit Ron Atkinson is lending his weight to a major new marketing campaign which will promote the roll out of Powerleague, the UK's leading operator of five-a-side football centres. The voice of "Big Ron" features in a series of national...
Big Ron Backs Powerleague Marketing Campaign. (Company Round-Up)
Soccer pundit Ron Atkinson is lending his weight to a major new marketing campaign which will promote the roll out of Powerleague, the UK's leading operator of five-a-side football centres. The voice of "Big Ron" features in a series of national...
BT Global Challenge Generates International Business
The run-up to the start of the "world's toughest yacht race", the BT Global Challenge 2000/01, demonstrated that the race is not just about sailing through difficult waters but also helping big business keep on course globally. The week leading up...
BT Global Challenge Generates International Business. (Company Round-Up)
The run-up to the start of the "world's toughest yacht race", the BT Global Challenge 2000/01 demonstrated that the race is not just about sailing through difficult waters but also helping big business keep on course globally. The week leading up to...
Consumer Attitudes towards Sponsorship: A Study of a National Sports Event in New Zealand
Executive Summary Despite the growing interest in sponsorship in the marketing literature, there have been few documented research efforts devoted to understanding the value or effect of sponsorship or evaluating the results for a sponsorship effort....
Consumer Attitudes towards Sponsorship: A Study of a National Sports Event in New Zealand. (Case Study)
Abstract: This study contributes to continuing work on the development of a conceptual framework to better understand sponsorship, consumer response towards sponsorship efforts, and the contribution of sponsorship to customer-based brand equity, by...
Editorial
Welcome to the final issue of the year. Reflecting the international status of the journal, contributions for this issue have emanated from five different countries. The interview, conducted by David Stotlar, is with Ron Seaver, President and founder...
Exploring the Curious Demand for Athletes with Controversial Images: A Review of Anti-Hero Product Endorsement Advertising
Executive Summary For the last 30 years, advertising and sponsorship executives have consistently utilised controversial athletes to promote products ranging from beer and soda to footwear, pizza and watches. While the practice of selecting sports...
Exploring the Curious Demand the Athletes with Controversial Images: A Review of Anti-Hero Product Endorsement Advertising. (Research Paper)
Abstract: The use of sport celebrities for product endorsements in marketing communications vehicles is not new but there is limited literature on the increasing use by contemporary corporations of athletes with questionable or "negative" reputations....
Legato Sponsors Yachting Legend Tony Bullimore
Legato Systems Inc., a leader in enterprise storage management, has agreed to sponsor the catamaran captained by renowned yachtsman Tony Bullimore, and his international team, who are participating in the world's most challenging sailing event--"The...
Legato Sponsors Yachting Legend Tony Bullimore. (Company Round-Up)
Legato Systems Inc., a leader in enterprise storage management, has agreed to sponsor the catamaran captained by renowned yachtsman Tony Bullimore, and his international team, who are participating in the world's most challenging sailing event -- "The...
Successful Sport Sponsorship: Lessons from Association Football-The Role of Research
Introduction The harshest criticism that used to be levelled at sponsorship was that it was a very inexact science and, if it formed part of an integrated campaign, isolating the effectiveness of one specific element was virtually impossible. This...
Successful Sport Sponsorship: Lessons from Association Football -- the Role of Research. (Analysis)
Abstract: Basic research can make the difference between a successful sponsorship association and a significant marketing failure. In this paper, the importance of using benchmarking is discussed in order to help determine the likely success or failure...
Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.