ISSN : 1464-6668
International Journal of Sports Marketing & Sponsorship
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Back issue Volume 3
Number 2 July 2001
Over recent years technological and legislative changes have opened up new markets in different countries. While this has brought a range of new marketing opportunities, it has also resulted in managers having to deal with a variety of important issues.
With this in mind, I am delighted to be able to introduce this Special Issue of the International Journal of Sports Marketing & Sponsorship, titled Transnational Marketing and Sponsorship. The Guest Editors, Dr Michael Silk and Dr David Andrews have done a first-class job of getting together a variety of papers that should provide useful insights for anybody interested in marketing initiatives that span national boundaries. The papers explore issues from both the perspective of the sports organisation, such as the English and New Zealand Rugby Football Unions, Arsenal Football Club, and the International Olympic Committee, and various multinational firms, including adidas, SEGA and AXA. The topics that are covered are contemporary and substantive, and are reflective of the key issues that are faced by those involved in an increasingly global sports industry.
My thanks to those who have submitted papers for this Special Issue, particularly those that you see in press, and the Guest Editors Michael Silk and David Andrews for all of their hard work. I hope that you enjoy the issue, and if you feel inspired to put together a future Special Issue, please send me a short proposal outlining the broad content of the proposed issue and its relevance to the sport industry.
John Amis, PhD Editor June 2001
Paul Vaughan, Commercial Director, The Rugby Football Union (RFU), England
Football Shirt Sponsorships: SEGA Europe and Arsenal FC
Phillip Rosson, Dalhousie University
Transnational Sport Marketing at the Global/Local Nexus: The adidasification of the New Zealand All Blacks
Steven J. Jackson, University of Otago
Richard Batty, University of Otago
Jay Scherer, University of Otago
Celebrating Humanity: Olympic Marketing and the Homogenization of Multiculturalism
Michael D. Giardina, University of Illinois
Jennifer L. Metz, University of Illinois
AXA UK, Real Life Supporters and Sponsorship of the Football Association Challenge Cup
Ralph C. Wilcox, University of Memphis
David L. Andrews, University of Memphis
Maxine Longmuir, AXA UK