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Book part
Publication date: 11 June 2021

Vanessa Ratten and Ashleigh-Jane Thompson

This chapter aims at bringing a sport-centric approach to the study of digital marketing. This is important as most of the existing research on digital marketing takes an…

Abstract

This chapter aims at bringing a sport-centric approach to the study of digital marketing. This is important as most of the existing research on digital marketing takes an industry-neutral perspective that generalises theory to all contexts. The sport industry has been a major recipient of digital marketing so it is important to recognise its impact on the evolution of digital marketing practices. To do so requires an analysis of what digital marketing is and how it has changed as a result of technological innovations. This enables a better understanding about the growth trajectory of digital sport marketing that integrates a sport-specific theory to digital marketing practices.

Article
Publication date: 23 November 2021

Karolina Nessel

The goal of this research was to explore career patterns of senior marketing managers in the best European football clubs (SMMEFCs).

Abstract

Purpose

The goal of this research was to explore career patterns of senior marketing managers in the best European football clubs (SMMEFCs).

Design/methodology/approach

The data came from the LinkedIn profiles of current and past SMMEFCs. Firstly, the optimal matching algorithm was used to determine clusters of pathways leading to a first SMMEFC position based on the main activity of the employing organisation. Secondly, these patterns were compared in terms of variables depicting the career paths, clubs and managers. Finally, the evolution of the post-SMMEFC careers was analysed.

Findings

People in their first SMMEFC positions are mainly male with a university degree in business and marketing, and with a predominantly functional experience in marketing. There are five ways to become an SMMEFC: through business (40% of the sample), football (32%), other sports (11%), marketing and communication (11%), and media (6%). As the majority of SMMEFCs come to their positions from outside the sporting world, the specificity of the football industry is not a serious obstacle. Instead, the careers are bounded by functional marketing experience. Among the individual sequences leading to a first SMMEFC position, only around half of the football cluster may be considered traditional careers. Football, and sports in general, seem attractive for post-SMMEFC career development for the majority of managers coming from all pathways.

Originality/value

The study is the first one to quantify career patterns in professional sports management. It provides new insights about marketing careers and practice in European club football.

Details

International Journal of Sports Marketing and Sponsorship, vol. 23 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 10 May 2018

Ashleigh-Jane Thompson, Andrew J. Martin, Sarah Gee and Andrea N. Geurin

As the popularity of social media increases, sports brands must develop specific strategies to use them to enhance fan loyalty and build brand equity. The purpose of this paper is…

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Abstract

Purpose

As the popularity of social media increases, sports brands must develop specific strategies to use them to enhance fan loyalty and build brand equity. The purpose of this paper is to explore how two social media platforms were utilised by the Grand Slam tennis events to achieve branding and relationship marketing goals.

Design/methodology/approach

A content analytic design was employed to examine Twitter and Facebook posts from the official accounts during, and post-, each respective event.

Findings

Both sites were utilised to cultivate long-term relationships with fans and develop brand loyalty, rather than to undertake short-term marketing activations. However, these sites appear to serve a different purpose, and therefore unique strategies are required to leverage opportunities afforded by each. Interestingly, brand associations were utilised more frequently during the post-event time period.

Practical implications

This study offers practitioners with useful insight on branding and relationship-building strategies across two social platforms. These results suggest that strategies appear dependent on the event, timeframe and specific platform. Moreover, the events’ differences in post use and focus may also indicate some differences related to event branding in an international context. Furthermore, sport organisations should look to leverage creative strategies to overcome limitations that platform-specific functionality may impose.

Originality/value

This study offers unique insights brand-building efforts in an international event setting, which differ in a range of contextual factors that impact on social media utilisation.

Details

Sport, Business and Management: An International Journal, vol. 8 no. 3
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 1 October 2008

James Santomier

New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a…

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Abstract

New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development of global sports sponsorship and the importance of new media integration to the sector for the future. Results indicate that a new paradigm is emerging which involves thematically linked, integrated, strategic global marketing initiatives driven by new media applications, which have enhanced the value of sports sponsorship.

Details

International Journal of Sports Marketing and Sponsorship, vol. 10 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Book part
Publication date: 29 November 2018

Antonella Capriello

This chapter discusses emerging issues in event management with a focus on small-scale events. The author reflects on managerial approaches to stakeholder involvement and…

Abstract

This chapter discusses emerging issues in event management with a focus on small-scale events. The author reflects on managerial approaches to stakeholder involvement and engagement, and underlines the complexity of strategy formulation for destination development planning. This contribution also provides advanced conceptual instruments for event marketing as guiding principles that permeate destination-marketing strategies. In addition, the author investigates the role and nature of sponsorship linked to enhancing the value of small-scale events and highlights fundamental issues in developing a marketing management model for place marketing and the key drivers of event management strategies involving sponsors and event participants.

Article
Publication date: 1 September 2003

Cheri L. Bradish, Julie A. Stevens and Anna H. Lathrop

Few would question that one of the most significant determinants of growth in the sport industry — from a sport management, marketing, and sponsorship perspective — has been the…

Abstract

Few would question that one of the most significant determinants of growth in the sport industry — from a sport management, marketing, and sponsorship perspective — has been the inf luence of globalization. Product expansion and communication messages have targeted the 'global consumer,' and the recognition of a 'global brand' has come to epitomize successful sport marketing. Or, has it? Although global management practices present the possibility of expanded consumer markets, a number of marketing strategists have recently begun to question the use of standardized global marketing campaigns that lack national or regional distinctiveness. At issue, is the positioning of 'regionalism' within global sport marketing strategies. This paper will investigate the role of 'regionalism' in sport marketing through; a) an examination of the regional sport marketing strategy of a leading Canadian all-sports television cable network (Rogers Sportsnet) that targets four distinct regions across Canada, and b) a survey of Canadian Generation Y youth sport participation and spectatorship trends across four regions. Implications for regional positioning within sport marketing strategies will also be discussed.

Details

International Journal of Sports Marketing and Sponsorship, vol. 5 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 January 2015

Sarah Kelly, Michael Ireland, Frank Alpert and John Mangan

Two studies were undertaken with the aim of determining the nature and prevalence of exposure to alcohol sponsorship communications associated with sport. Study 1 reports a…

1631

Abstract

Two studies were undertaken with the aim of determining the nature and prevalence of exposure to alcohol sponsorship communications associated with sport. Study 1 reports a content analysis of alcohol sponsors' leveraging across popular sporting events. Study 2 examines alcohol sponsors' activation in social media. A high proportion of alcohol sponsorship messages containing content appealing to young adult drinkers are revealed across multiple media. Events and policy implications are addressed.

Details

International Journal of Sports Marketing and Sponsorship, vol. 16 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 6 November 2017

Chang-Hyun Jin

Based on the increasing significance and proliferation of sports marketing and sponsorship, it is important to explore the state of sports marketing and sponsorship research…

1503

Abstract

Purpose

Based on the increasing significance and proliferation of sports marketing and sponsorship, it is important to explore the state of sports marketing and sponsorship research, assess the development of sponsorship-related research, and grasp its future directions. Thus, the purpose of this paper is to help scholars understand future research directions to improve our knowledge of sports marketing and sponsorship.

Design/methodology/approach

This study used content analysis that incorporated three multidimensional measures and applied social network analysis in order to identify the knowledge structure of sponsorship research. The authors conducted content analysis to assess the status of the nature of sports marketing and sponsorship in the International Journal of Sports Marketing & Sponsorship (IJSMS). The authors coded 282 articles published in the IJSMS from 1999 through 2015 using three multidimensional measures.

Findings

Analyzing research trends in specific academic fields helps improve and provide understanding of research practices and future research directions to improve knowledge, in this case about sports marketing and sponsorship. This study is the most up-to-date research trend study regarding sports marketing and sponsorship (December 2015). Compared with previous trend studies that have focused on research purpose, research perspective, statistical method, and subject area, this study offers a more detailed analysis based on a wider set of concepts such as game types, individual authors, affiliated organizations, countries of origin, etc. Furthermore, social network analysis was used to identify the knowledge structure of sponsorship research in the IJSMS. The study provides valuable insight into the challenges marketers and scholars face as they implement a more market-centric business strategy.

Research limitations/implications

The study aims to highlight the knowledge structure of sports marketing and sponsorship using social networking analysis. In order to highlight specific research area trends, the process of development should be explored together with the intellectual structure of sports marketing and sponsorship research using “Author Co-citation Analysis”. Such an analysis would provide the advantage of incorporating the development process into sports marketing and sponsorship research.

Practical implications

Marketers and researchers have long explored the effects of sponsorship, an alternative marketing strategy to commercial advertising that involves placement of brand images and logos on athletes’ uniform and equipment as well as on structural elements of sports venues. Sponsoring the Olympic Games or the World Cup enables marketers to leverage the exposure made possible at a global sporting event, producing favorable responses to sponsoring companies. From a marketing communication perspective, this study makes a valuable contribution to the literature by reviewing the diversity of articles and the knowledge structure of those articles. The results should benefit marketing studies by offering crucial strategic implications for marketers seeking to adopt future sponsorship strategies.

Originality/value

The results provide valuable insights that can improve the understanding of the knowledge structure of sports marketing and sponsorship and suggest planning and directions for research on similar topics. This study’s findings provide insight into the challenges marketers and managers of corporate sports marketing firms face as they implement a more market-centric business strategy.

Details

International Journal of Sports Marketing and Sponsorship, vol. 18 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 October 2006

Paul Kitchin

Stick Cricket is a website visited by more than 2 million unique users every month, with each user averaging more than 20 minutes per visit. The website is positioned outside the…

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Abstract

Stick Cricket is a website visited by more than 2 million unique users every month, with each user averaging more than 20 minutes per visit. The website is positioned outside the sporting website category by internet research firms, and this oversight does not consider the valuable consumer segments that these types of websites may hold. This case study describes the business decisions of the Stick Cricket developers in taking a flash-based computer game and creating a website that has been transformed into a sporting portal. The factors that contribute to this success are discussed and provide useful tips for website developers and sports marketers.

Details

International Journal of Sports Marketing and Sponsorship, vol. 8 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 2 May 2017

Nels Popp, Chad McEvoy and Nicholas Watanabe

The purpose of this paper is to examine the relationship between growth in social media engagement, as defined by annual percentage increase in Facebook Likes and Twitter…

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Abstract

Purpose

The purpose of this paper is to examine the relationship between growth in social media engagement, as defined by annual percentage increase in Facebook Likes and Twitter Followers, of US college athletics departments and outcome metrics of attendance and ticket revenue.

Design/methodology/approach

Regression models were developed to determine the amount of variance in dependent variables (attendance and ticket revenue) could be explained by several independent variables, including team success, team history, conference affiliation, Facebook Likes, and Twitter Followers. Four years of data were collected for each variable.

Findings

The regression models predicted between 53 and 88 percent of the variance among dependent variables. Social media measures, however, were not statistically significant predictors of attendance or ticket revenue.

Research limitations/implications

The number of Facebook Likes and Twitter Followers were used as a proxy measure of social media engagement. While growth in Likes and Followers are a popular and convenient gauge of social media engagement, they represent a single measure of a multi-faceted construct. Also, data were limited to public university athletics departments, which are required to disclose annual ticket revenue. Findings may not be generalizable to other sport organizations.

Practical implications

The findings suggest growing social media interactions may not necessarily achieve marketing objectives related to increasing attendance or ticket revenue.

Originality/value

While numerous studies have examined the impact of social media on sport organizations, no prior studies have attempted to draw empirical connections between social media marketing efforts and revenue measures within sport organizations. This study represents the first to begin to examine this relationship.

Details

International Journal of Sports Marketing and Sponsorship, vol. 18 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

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