Table of contents
An Interview with Paul Vaughan, Commercial Director, The Rugby Football Union (RFU), England
Michael L. SilkIn this interview, Paul Vaughan, Commercial Director of the Rugby Football Union (RFU), focuses on the challenges and opportunities that the sports industry faces from the…
Football Shirt Sponsorships: SEGA Europe and Arsenal FC
Philip RossonThe process by which a new shirt sponsorship was struck between SEGA Europe and Arsenal FC is described through a case study. The circumstances leading both organizations to seek…
Transnational Sport Marketing at the Global/Local Nexus: The adidasification of the New Zealand All Blacks
Steven J. Jackson, Richard Batty, Jay SchererThis study examines the strategies used, and the challenges faced, by global sport company adidas as it established a major sponsorship deal with the New Zealand Rugby Football…
Celebrating Humanity: Olympic Marketing and the Homogenization of Multiculturalism
Michael D. Giardina, Jennifer L. MetzThis paper critically analyzes the International Olympic Committee's 2000 global marketing campaign titled “Celebrate Humanity”. Released prior to the 2000 Summer Games, this…
AXA UK, Real Life Supporters and Sponsorship of the Football Association Challenge Cup
Ralph C. Wilcox, David L. Andrews, Maxine LongmuirThe article examines AXA UK's decision to invest in a four-year, £25 million sponsorship of the English Football Association's Challenge Cup beginning with the 1998-99 season…
ISSN:
1464-6668e-ISSN:
2515-7841ISSN-L:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang