International Journal of Sports Marketing and Sponsorship: Volume 8 Issue 2

Promoting and celebrating sports marketing diversity

Simon Chadwick

Editorial policy

Simon Chadwick

Global marketing and no-name sponsorship Interview with Michael Payne, former International Olympic Committee Marketing & Broadcast Director

Simon Rines

Michael Payne made his name by developing the first global marketing strategy, the TOP Programme, for the International Olympic Committee. In 1988 he became the organisation's…

Heroes in sport: assessing celebrity endorser effectiveness

Joshua Shuart

The use of celebrities, and particularly athletes, to influence consumers and sell products is not a new practice, but one that is gaining considerable steam in the sports…

Market segmentation in the K-League: an analysis of spectators of the Korean Professional Soccer League

Sangho Kim, Euidong Yoo, Paul M. Pedersen

This study involved analysis of the consumption behaviours of spectators in the K-League (South Korea). Its dual purpose was to cluster spectators into homogeneous groups on the…

Meaning transfer in sports news and sponsorship: promoting Canadian Olympic triathlete Simon Whitfield

Simon C. Darnell, Robert Sparks

This paper critically examines the processes of meaning creation and transfer in sports celebrity endorsements. It uses findings from a qualitative case study that investigated…

In-stadium sponsorship evaluation of a mega-sponsee: the 2004 Grey Cup

Norm O'Reilly, John Nadeau, Benoit Séguin, Mark Harrison

This research highlights the need for sophisticated measurement tools to allow sponsors and sponsees to evaluate sponsorship achievement against specific goals and its performance…

Great Brand Stories: Arsenal Winning together: the story of the Arsenal brand

John Simmons, Matt Simmons