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

Transnational Sport Marketing at the Global/Local Nexus: The adidasification of the New Zealand... 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 Union. In particular the study focuses on how adidas 'localised' into the New Zealand market, how they used the All Blacks as part of their global marketing campaign and, the resistance they encountered based on claims they were exploiting the Maori haka. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

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

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References (2)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6668
DOI
10.1108/IJSMS-03-02-2001-B006
Publisher site
See Article on Publisher Site

Abstract

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 Union. In particular the study focuses on how adidas 'localised' into the New Zealand market, how they used the All Blacks as part of their global marketing campaign and, the resistance they encountered based on claims they were exploiting the Maori haka.

Journal

International Journal of Sports Marketing and SponsorshipEmerald Publishing

Published: Jun 1, 2001

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