International Journal of Sports Marketing and Sponsorship: Volume 7 Issue 3

New directions for marketing in football

Michel Desbordes

Soccer marketing and the irrational consumption of sport

Simon Chadwick

Editorial policy

Simon Chadwick

Interview with François Ponthieu, President, Direction Nationale du Contrôle de Gestion

Michel Desbordes

DNCG (Direction Nationale du Contrôle de Gestion - National Board for Management Control) is an independent institution whose mission is to check French professional clubs'…

Distinguishing between short-term and long-term commitment in football shirt sponsorship programmes: towards a matrix of management implications

Simon Chadwick, Des Thwaites

Sponsorship literature is deficient in terms of its failure to consider the process of managing sponsorship programmes, in particular the problem of commitment that has been…

The effect of perceived image fit on brand awareness: 2002 Korea-Japan World Cup

Gi-Yong Koo, Jerome Quarterman, E. Newton Jackson

Much of the existing research in sports sponsorship is applied in nature and devoid of serious theoretical insight regarding its role from a marketing communication effects…

An evaluation of the sponsorship of Euro 2004

Carlos Pestana Barros, António Luís Silvestre

Sporting events usually attract corporate sponsors because of the promise of easy, wide-reaching promotion of their brands through association with the event. This study…

Globalisation and sports branding: the case of Manchester United

John S. Hill, John Vincent

In 2005 Manchester United was taken over by US businessman Malcolm Glazer, in part because of the club's brand name prominence in the global sport of soccer. This paper examines…

Toronto Maple Leafs vs Football Club Barcelona: how two legendary sports teams built their brand equity

André Richelieu, Frank Pons

This paper looks at how two sports teams, hockey club the Toronto Maple Leafs and Football Club Barcelona, have each built and leveraged their brand equity. The main differences…

The launch of new brands by professional soccer teams: the case of U.S. Lecce - Salento 12

Paolo Guenzi, Marino Nocco

This paper explores the strategy of a professional soccer team introducing a new brand for selling merchandise. After reviewing literature on brand management, brand equity and…

The impact of the national sports lottery and the FIFA World Cup on attendance, spectator motives and J. League marketing strategies

Daniel C. Funk, Makoto Nakazawa, Daniel F. Mahony, Robert Thrasher

This paper examines the impact of the national sports lottery (toto) in 2001 and the 2002 FIFA World Cup for the Japan Professional Soccer League - J. League. In 2001 J. League…

Marketing et football: une perspective internationale

Grégory Bolle, Michel Desbordes