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Transnational Sport Marketing at the Global/Local Nexus: The adidasification of the New Zealand All Blacks

Steven J. Jackson (School of Physical Education, University of Otago, PO Box 56, Dunedin, New Zealand)
Richard Batty (School of Physical Education, University of Otago)
Jay Scherer (School of Physical Education, University of Otago)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Publication date: 1 June 2001

Abstract

This study examines the strategies used, and the challenges faced, by global sport company adidas as it established a major sponsorship deal with the New Zealand Rugby Football Union. In particular the study focuses on how adidas 'localised' into the New Zealand market, how they used the All Blacks as part of their global marketing campaign and, the resistance they encountered based on claims they were exploiting the Maori haka.

Keywords

Citation

Jackson, S.J., Batty, R. and Scherer, J. (2001), "Transnational Sport Marketing at the Global/Local Nexus: The adidasification of the New Zealand All Blacks", International Journal of Sports Marketing and Sponsorship, Vol. 3 No. 2, pp. 55-71. https://doi.org/10.1108/IJSMS-03-02-2001-B006

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Publisher

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Emerald Group Publishing Limited

Copyright © 2001 by Winthrop Publications Limited

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