Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Editorial

Editorial IJSMS 2/1 19/9/02 12:36 pm Page 7 Introduction The purpose of the International Journal of two Olympic Games, Chalip, Green and Sports Marketing & Sponsorship has always Vander Velden suggest that sports marketers been to bring together top-quality writing from can increase the size and commitment of their both academics and practitioners. In the last audiences by carefully constructing multiple issue, we decided to follow this mandate more story lines, using festivals and ceremonies, and explicitly by offering a greater balance between introducing multi-layered symbols such as contributions from academics and practition- logos, mascots and flags. ers. This issue follows a similar format. The second two articles are diverse in their We start with an interview with Timo subject matter. In the first, Andy Korman, a Lumme, Managing Director of Quokka Sports lawyer at one of Europe’s leading sports law in London. Quokka is at the forefront of tech- practices, Townleys, critically appraises some nological developments in the sports program- of the legal issues involved in sponsoring high ming area, particularly the enhancement of profile sports people, in this case professional sports coverage through electronic media such soccer players. In a far-ranging and non-tech- as the Internet. The marketing opportunities nical discussion, Korman looks at a variety of are clearly immense and form a focal point of issues that have direct relevance for marketing what is an enlightening discussion between executives, athletes and player agents. Lumme and SRi Executive Director Adrian The final article is by Michael Holmes, Hitchen. Managing Director of Holmes PR & In the first article, two American scholars, Marketing Communications Consultancy. Rick Kolbe from Kent State University and Using four case studies of firms that have Jeffrey James from the University of Illinois, sponsored the Special Olympics, Holmes sug- present a piece of original research on the fac- gests a variety of strategies that sponsors of tors that contribute to a person becoming a fan charities can employ to maximise the return on of a particular team. In identifying the key their investments. influences that determine allegiance, Kolbe and I trust that you will find these articles infor- James offer some insights that will undoubted- mative and stimulating. Please let me know ly be of interest to those managing and market- what you think about the format of the Journal ing professional sports teams, and those who or the articles that we publish. While the use such teams as marketing vehicles. Journal has been well received, any sugges- The second article, by Laurence Chalip and tions of how we can improve it will be most Christine Green from Griffith University in welcome. Australia and Lee Vander Velden from the University of Maryland, focuses on ways in which sport promoters can increase the interest John Amis, PhD and effort that viewers put into watching sport- Editor ing events. Using empirical data collected after February 2000 International Journal of Sports Marketing & Sponsorship ● February / March 2000 http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

Editorial

Download PDF
1 page

Loading next page...
 
/lp/emerald-publishing/editorial-aZqTmDRgC8
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6668
DOI
10.1108/IJSMS-02-01-2000-B001
Publisher site
See Article on Publisher Site

Abstract

IJSMS 2/1 19/9/02 12:36 pm Page 7 Introduction The purpose of the International Journal of two Olympic Games, Chalip, Green and Sports Marketing & Sponsorship has always Vander Velden suggest that sports marketers been to bring together top-quality writing from can increase the size and commitment of their both academics and practitioners. In the last audiences by carefully constructing multiple issue, we decided to follow this mandate more story lines, using festivals and ceremonies, and explicitly by offering a greater balance between introducing multi-layered symbols such as contributions from academics and practition- logos, mascots and flags. ers. This issue follows a similar format. The second two articles are diverse in their We start with an interview with Timo subject matter. In the first, Andy Korman, a Lumme, Managing Director of Quokka Sports lawyer at one of Europe’s leading sports law in London. Quokka is at the forefront of tech- practices, Townleys, critically appraises some nological developments in the sports program- of the legal issues involved in sponsoring high ming area, particularly the enhancement of profile sports people, in this case professional sports coverage through electronic media such soccer players. In a far-ranging and non-tech- as the Internet. The marketing opportunities nical discussion, Korman looks at a variety of are clearly immense and form a focal point of issues that have direct relevance for marketing what is an enlightening discussion between executives, athletes and player agents. Lumme and SRi Executive Director Adrian The final article is by Michael Holmes, Hitchen. Managing Director of Holmes PR & In the first article, two American scholars, Marketing Communications Consultancy. Rick Kolbe from Kent State University and Using four case studies of firms that have Jeffrey James from the University of Illinois, sponsored the Special Olympics, Holmes sug- present a piece of original research on the fac- gests a variety of strategies that sponsors of tors that contribute to a person becoming a fan charities can employ to maximise the return on of a particular team. In identifying the key their investments. influences that determine allegiance, Kolbe and I trust that you will find these articles infor- James offer some insights that will undoubted- mative and stimulating. Please let me know ly be of interest to those managing and market- what you think about the format of the Journal ing professional sports teams, and those who or the articles that we publish. While the use such teams as marketing vehicles. Journal has been well received, any sugges- The second article, by Laurence Chalip and tions of how we can improve it will be most Christine Green from Griffith University in welcome. Australia and Lee Vander Velden from the University of Maryland, focuses on ways in which sport promoters can increase the interest John Amis, PhD and effort that viewers put into watching sport- Editor ing events. Using empirical data collected after February 2000 International Journal of Sports Marketing & Sponsorship ● February / March 2000

Journal

International Journal of Sports Marketing and Sponsorship – Emerald Publishing

Published: Mar 1, 2000

There are no references for this article.