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Promoting and celebrating sports marketing diversity

Promoting and celebrating sports marketing diversity INTRODUCTION Introduction Marketing the Olympic Games Guest editors: Frank Pons Université Laval David Stotlar University of Northern Colorado Cheri Bradish Brock University “The Olympic Games are a positive force in special edition: Coca-Cola China’s Virtual Olympic marketing. Worldwide marketing expenditures Torch Relay programme at the 2008 Beijing Olympic increase as official sponsors and unofficial free-riders Games (J. Andrew Choi). Olympic Games host and attach themselves to the Olympic logo, to particular bid city marketing (Xiaoyan Xing, Anthony G. Church, sports, national teams or individual athletes. Global Norm O’Reilly, Ann Pegoraro, John Nadeau, Amanda brands, in particular, see the Olympics and World Schweinbenz, Louise Heslop & Benoit Séguin) Cup soccer as the two most important international addresses an important issue that is not often tackled sporting events; brand linkage to these events can in academic research and takes place long before as boost brand awareness, preference and sales over well as during the Games – an excellent introduction competitors who cannot afford the global sponsorship to marketing within the Olympics. prices set by the International Olympic Committee.” Olympic sponsorship: evolution, challenges and John Quelch, Senior Associate Dean and Lincoln impact on the Olympic movement (Chrysostomos Filene Professor of Business Administration, Harvard Giannoulakis, David Stotlar & Dikaia Chatziefstathiou) Business School, 2008. uses a historical perspective to study Olympic sponsorship, whereas Selection of leveraging In sport, competing at the Olympic Games is strategies by national Olympic sponsors considered by most athletes to be the pinnacle of their (Fiona Davies & Georgios Tsiantas) focuses on national career. This global event transcends the political and Olympic sponsors and proposes an interesting cultural arena to create unforgettable moments for conceptual model. individuals – sports fans or otherwise – around the The critical role played by co-branding issues is world. Until 1998 the Games were the reserved highlighted in The Olympic Equestrian Games: brand territory of amateur athletes, and organising collaboration and associations occurring within a committees struggled to make them happen every four destination and a sports event (Anna Fyrberg). Her years. However, since 1992, spurred by the presence paper is written in the context of the equestrian of professional athletes, representing sponsorship and competition to be held in Hong Kong for Beijing 2008. marketing opportunities, the Olympic arena has Winning the Olympic marketing game: recall of become a fabulous playground for marketers of all logos on clothing, equipment and venues at the types. The Olympic brand has become an incredible 2006 Olympics (Tom Robinson & Lois Bauman) commercial asset, and sponsors and other commercial examines the visibility of sponsors’ logos and raises partners compete for a piece of the Olympic dream, serious questions about the IOC ‘clean venue’ policy. while consumers become gripped by Olympic fever. Many people worked long and hard to bring this The aim of this special edition is to examine the special edition to publication. We would like to unique aspects of marketing activity surrounding the gratefully acknowledge the editor, Simon Chadwick, for Games, and to provide researchers with interesting proposing this edition and for giving its guest editors and relevant direction for future research. This volume the opportunity to work on these papers. In all, there includes five research papers and a case study, each were 13 submissions, and those published here were chosen for its interest and its unique contribution to selected through two stages of peer review and sports marketing and sponsorship research. revision. Therefore, we would also like to express our The activation process for an Olympic sponsor is gratitude to all the reviewers (see page 238) for this exemplified in the case study which introduces this time-consuming and voluntary effort. l l JULY 2008 International Journal of Sports Marketing & Sponsorship 1 http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

Promoting and celebrating sports marketing diversity

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6668
DOI
10.1108/IJSMS-09-04-2008-B001
Publisher site
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Abstract

INTRODUCTION Introduction Marketing the Olympic Games Guest editors: Frank Pons Université Laval David Stotlar University of Northern Colorado Cheri Bradish Brock University “The Olympic Games are a positive force in special edition: Coca-Cola China’s Virtual Olympic marketing. Worldwide marketing expenditures Torch Relay programme at the 2008 Beijing Olympic increase as official sponsors and unofficial free-riders Games (J. Andrew Choi). Olympic Games host and attach themselves to the Olympic logo, to particular bid city marketing (Xiaoyan Xing, Anthony G. Church, sports, national teams or individual athletes. Global Norm O’Reilly, Ann Pegoraro, John Nadeau, Amanda brands, in particular, see the Olympics and World Schweinbenz, Louise Heslop & Benoit Séguin) Cup soccer as the two most important international addresses an important issue that is not often tackled sporting events; brand linkage to these events can in academic research and takes place long before as boost brand awareness, preference and sales over well as during the Games – an excellent introduction competitors who cannot afford the global sponsorship to marketing within the Olympics. prices set by the International Olympic Committee.” Olympic sponsorship: evolution, challenges and John Quelch, Senior Associate Dean and Lincoln impact on the Olympic movement (Chrysostomos Filene Professor of Business Administration, Harvard Giannoulakis, David Stotlar & Dikaia Chatziefstathiou) Business School, 2008. uses a historical perspective to study Olympic sponsorship, whereas Selection of leveraging In sport, competing at the Olympic Games is strategies by national Olympic sponsors considered by most athletes to be the pinnacle of their (Fiona Davies & Georgios Tsiantas) focuses on national career. This global event transcends the political and Olympic sponsors and proposes an interesting cultural arena to create unforgettable moments for conceptual model. individuals – sports fans or otherwise – around the The critical role played by co-branding issues is world. Until 1998 the Games were the reserved highlighted in The Olympic Equestrian Games: brand territory of amateur athletes, and organising collaboration and associations occurring within a committees struggled to make them happen every four destination and a sports event (Anna Fyrberg). Her years. However, since 1992, spurred by the presence paper is written in the context of the equestrian of professional athletes, representing sponsorship and competition to be held in Hong Kong for Beijing 2008. marketing opportunities, the Olympic arena has Winning the Olympic marketing game: recall of become a fabulous playground for marketers of all logos on clothing, equipment and venues at the types. The Olympic brand has become an incredible 2006 Olympics (Tom Robinson & Lois Bauman) commercial asset, and sponsors and other commercial examines the visibility of sponsors’ logos and raises partners compete for a piece of the Olympic dream, serious questions about the IOC ‘clean venue’ policy. while consumers become gripped by Olympic fever. Many people worked long and hard to bring this The aim of this special edition is to examine the special edition to publication. We would like to unique aspects of marketing activity surrounding the gratefully acknowledge the editor, Simon Chadwick, for Games, and to provide researchers with interesting proposing this edition and for giving its guest editors and relevant direction for future research. This volume the opportunity to work on these papers. In all, there includes five research papers and a case study, each were 13 submissions, and those published here were chosen for its interest and its unique contribution to selected through two stages of peer review and sports marketing and sponsorship research. revision. Therefore, we would also like to express our The activation process for an Olympic sponsor is gratitude to all the reviewers (see page 238) for this exemplified in the case study which introduces this time-consuming and voluntary effort. l l JULY 2008 International Journal of Sports Marketing & Sponsorship 1

Journal

International Journal of Sports Marketing and SponsorshipEmerald Publishing

Published: Jul 1, 2008

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