International Journal of Sports Marketing and Sponsorship: Volume 3 Issue 2

Editorial

John Amis

Understanding Globalisation: Transnational Marketing & Sponsorship

Michael L. Silk, David L. Andrews

Company Round-up

An Interview with Paul Vaughan, Commercial Director, The Rugby Football Union (RFU), England

Michael L. Silk

In this interview, Paul Vaughan, Commercial Director of the Rugby Football Union (RFU), focuses on the challenges and opportunities that the sports industry faces from the…

Football Shirt Sponsorships: SEGA Europe and Arsenal FC

Philip Rosson

The process by which a new shirt sponsorship was struck between SEGA Europe and Arsenal FC is described through a case study. The circumstances leading both organizations to seek…

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

Steven J. Jackson, Richard Batty, Jay Scherer

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…

Celebrating Humanity: Olympic Marketing and the Homogenization of Multiculturalism

Michael D. Giardina, Jennifer L. Metz

This paper critically analyzes the International Olympic Committee's 2000 global marketing campaign titled “Celebrate Humanity”. Released prior to the 2000 Summer Games, this…

AXA UK, Real Life Supporters and Sponsorship of the Football Association Challenge Cup

Ralph C. Wilcox, David L. Andrews, Maxine Longmuir

The article examines AXA UK's decision to invest in a four-year, £25 million sponsorship of the English Football Association's Challenge Cup beginning with the 1998-99 season…

Editorial policy