In this third issue of 1999, we have a number of interesting pieces that offer a variety of insights into sport sponsorship and marketing. The interview is with the Executive Director of SRi and SRi PRIME, Adrian Hitchen. One of the most respected and knowledgeable figures involved in the sponsorship industry, Adrian provides his forthright opinions on a number of issues, from the importance of achieving synergy for sponsorship success to the role of sponsorship research. He also offers some interesting opinions as to the potential impact of technological advancements such as the Internet and digital television.
The Research and Reviews section contains some research that all of those involved in the industry should find interesting. The first piece by Bob Sparks, from the University of British Columbia, provides an extremely comprehensive analysis of the impact of tobacco sponsorship on children. His research will be germane to rights holders, tobacco firms, and marketing directors evaluating their sponsorship portfolios.
Tim Berrett, a sport economics consultant working in Canada, and Trevor Slack from De Montfort University in the UK, have contributed a piece that looks at the way in which sponsorship initiatives are linked to corporate strategy. Their findings will have resonance for both sponsors and rights holders.
Simon Shibli and Chris Gratton, two researchers from the Leisure Industries Research Centre at Sheffield Hallam University, report on the television coverage of the European Short Course Swimming Championships. In so doing, they provide insights that will be of relevance to those firms that sponsor more minor sports, and equally to those who sell such sponsorship opportunities.
The Industry Perspectives section contains a paper by Martin Horn and Karen Baker of Chicago consultants DDB Worldwide. Martin and Karen offer their thoughts on how to measure the impact of sponsorship investments. In writing about some of their own experiences, they bring this issue of the journal full-circle by commenting on a topic that is first raised by Adrian Hitchen.
I hope that you find this latest edition informative and thought provoking.
John Amis, PhD Editor September 1999