International Journal of Sports Marketing and Sponsorship: Volume 11 Issue 4

Evolutionary market and uncertain pitch

Michel Desbordes

Online marketing of professional sports clubs: engaging fans on a new playing field

Marilou Ioakimidis

An examination of sports sponsorship from a small business perspective

J. Terence Zinger, Norman J O'Reilly

This paper responds to the need for more investigation into the "conceptual underpinnings of sponsorships" (Gardner & Shuman, 1988, p.44) by investigating the spectrum of…

How effective is the sponsorship of global sports events? A comparison of the FIFA World Cups in 2006 and 1998

Gerd Nufer, André Bühler

This study examined the effects of event sponsorship, in the context of the two most recent FIFA World Cup (FWC) events hosted in Europe (France 1998 and Germany 2006). More than…

Understanding women's collegiate volleyball spectators from the perspectives of sociodemographics, market demand and consumption level

Ryan K Zapalac, James J Zhang, Dale G Pease

There are few studies examining the marketing characteristics of intercollegiate women's volleyball spectators. The purpose of this paper is to examine intercollegiate women's…

Exploring SI and EI of Olympic sports tourists: does trip purpose matter?

Kyriaki (Kiki) Kaplanidou, Mark E Havitz

Situational involvement (SI) and enduring involvement (EI) are important predictors of spectator sports tourist behaviours. For this study, onsite and web surveys were utilised to…

Editorial policy

Michel Desbordes