International Journal of Sports Marketing & Sponsorship

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Back issue Volume 2 Number 1 February 2000

Editorial

Introduction

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

Interview

Timo Lumme, Managing Director, Quokka Sports Ltd

Paper 1

An Identification and Examination of Influences That Shape the Creation of a Professional Team Fan

Authors

Richard H. Kolbe, Kent State University

Jeffrey D. James, University of Illinois

Abstract

The paper analyses the influences that create a professional team fan. A research study of fans of an NFL team was used to examine the issues that determined who would become loyal fans. Key issues include the role of fathers, the role of players and coaches, emotional hometown connections, experience of live games and being part of a community. The results suggest strategies that sports marketers could utilise to develop and maintain an active and loyal fan base.

Paper 2

The Effects of Polysemic Structures on Olympic Viewing

Authors

Laurence Chalip, Griffith University

B. Christine Green, Griffith University

Abstract

The paper analyses the effects of polysemic structures (i.e. structures with the capacity to generate multiple meanings) on Olympic viewing. The hypothesis suggests that interest in sporting events can be enhanced through the use of narratives (e.g. story lines), embedded genres (such as festivals and ceremonies) and symbols (e.g. logos, mascots, flags etc). A study was undertaken to assess 845 American adults' views following the 1994 Olympic Winter Games and 1996 Olympic Summer Games. Results demonstrated significant interaction effects for narratives, genres and symbols with interest increasing hours watched, the effort to watch and the number of sources of information used to follow the games. The paper suggests that both sponsors and event managers can enhance the size and commitment of audiences by planning the use of polysemic structures.

Paper 3

Football Players and Their Commercial Rights

Authors

Andrew Korman, Townleys

Abstract

The paper examines the commercial rights of football players. The issue has become increasingly important since the mid-90's with players earning six figure sums for individual endorsement deals while clubs, national teams and third parties have also sought to gain commercial benefit from players. The paper analyses trademark protection, use of images, copyright and team indicia. It explains how conflicts can be avoided and how players' rights can be protected.

Paper 4

Community Sponsorships: Look for the Added Value

Authors

Michael Holmes, Holmes PR and Marketing Communications

Abstract

The paper explores the way in which companies are increasingly seeking a return on investment in community programmes. Traditionally, many companies have seen this as a purely philanthropic issue but increasingly marketing, corporate affairs and operational managers are working together to create programmes which help to meet communication and other corporate objectives. Four companies which have run long-term community programmes linked to the Special Olympics are analysed and the approach and success of their programmes is discussed.