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The purpose of this research was to develop the Sports Consumer-Team Relationship Quality Scale (SCTRQS). In Study I, content validity was established through a comprehensive review of literature and tests of content validity, including expert review. Based on the assessment of psychometric properties, theoretical relevance of the items and parsimoniousness of the scale, items were refined for two following studies. Results indicated that the SCTRQS would be a valid tool for marketers and managers to assess relationship quality with their consumers for marketing strategies, effectiveness of advertising campaigns, sponsorship value and value for stakeholders.

This paper explains how the location of motorsports events is an integral part of the marketing of the sport of motor racing and of all its attendant commercial interests. Case studies of the major motorsports events staged in public street circuits in Australia are used to illustrate how the locations have particular symbolic significance that adds legitimacy to the sport of motor racing, and the messages and impacts associated with these events. The paper examines the wider significance of allowing special public spaces in cities to be used for motorsports events, and contends that the marketing of sporting events should not be considered independently of the major challenges facing the world.

Based on the work of Parent (2008) on mega sports events, this paper explores the relationships among events stakeholders in Olympic Games host/bid city marketing. It outlines research questions, identifies a theoretical framework to better understand Olympic city marketing, presents four essays related to issues within this framework, and provides conclusions and suggestions for future research.

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.

The purpose of this study was to examine the relationship between general market demands and consumption levels of professional sport consumers. This study was accomplished through: (a) validating the theoretical constructs of general market demand variables by conducting a confirmatory factor analysis, (b) examining the predictability of general market demand factors to consumption levels of live and televised sporting events, and (c) investigating the relationships between sociodemographic and general market demand factors. Five hundred and twenty-five residents of a major southern US city were interviewed using a questionnaire that included eight sociodemographic variables, 12 market demand variables under three factors (Game Attractiveness, Economic Consideration, and Marketing Promotion), and 10 professional sporting event consumption variables. The factor structure of the general market demand variables was confirmed. Regression analyses revealed that market demand factors were positively (p < .05) predictive of professional sport consumption. Sociodemographic variables were significantly (p < .05) related to the market demand factors. The findings imply that professional sport teams should highlight the market demand variables and adopt differential marketing procedures for various sociodemographic segments in their marketing practice.

Sports sponsorship is perceived as important in developing relationships with key clients. However, few companies set relationship marketing objectives when sponsoring sports. This paper aims to examine whether sports sponsors are pursuing the right objectives. It concludes that a deeper understanding of the sponsor's relationship marketing objectives could heighten the sponsor's success, thereby reinforcing and sustaining their own relationship with the sponsoring organisation.

Aims to: supply an exploration and description of the extent to which strategic marketing planning is being undertaken by UK rugby union clubs; and identify, explore and outline the main intra and extra‐organizational barriers and impediments to the development of planning within rugby clubs. Begins with an overview of relevant literature. First, existing views on the content, processes and obstacles to strategic marketing planning are reviewed. Second, the topics of sports management, organization and sports marketing planning are introduced and discussed. After the presentation of the research design and methodology employed, the findings of an exploratory study into the extent and the barriers to strategic marketing planning within UK rugby union clubs are presented. Finishes with a discussion of conclusions and implications for both theorists and practitioners.

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.

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.

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.

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.

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.

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.

This paper reports findings from a qualitative study that analyzed use of traditional and targeted sponsorship approaches by eight companies involved in the 1998-99 Canadian Hockey Association women's corporate support program. The study found the sponsors used methods from direct and relationship marketing to support corporate goals of sales, advertising, community-involvement and brand image and awareness. Several factors are discussed that would improve the sponsorships' effectiveness in the women's market.