International Journal of Sports Marketing and Sponsorship: Volume 3 Issue 4

Editorial

John Amis

Company Round-up

An Interview with Kimmo Lipponen, Director of Corporate Marketing, Nokia

B. Christine Green

Kimmo Lipponen is the Director of Corporate Marketing for Nokia, where he is responsible for global Corporate Sponsorships and Corporate Citizenship programs. Here he talks to…

When Do Ex-Sponsors Become Ambush Marketers?

Janet Hoek, Philip Gendall

Sponsors claim that ambush marketing damages the integrity and financial basis of an event, however, definitions of “ambushing” remain ambiguous, particularly where more than…

Corporate Selling Activities and the Determinants of Corporate Partner Retention in the National Basketball Association (NBA)

Tony Lachowetz, William A. Sutton, Mark McDonald, Rodney Warnick, John Clark

The purpose of this exploratory study was to identify those corporate sales activities that lead to teams' higher rates of retention of corporate customers. Twenty-two of 29…

An Analysis of Volume Consumption, Consumer Interest and Perceptions of Sport Sponsorship as they Relate to the Super Bowl

Mark R. Lyberger, Larry McCarthy

The Consumer Perception Index (CPI) was utilized to measure consumer perceptions surrounding the 1998 and 2000 Super Bowls specific to volume consumption, and perceptions toward…

Guinness Rugby World Cup Sponsorship; A Global Platform for Meeting Business Objectives

Simon Rines

In a recession sponsorship could be one of the first budgets to be cut but there are arguments to suggest that it should be one of the last. Although primarily used as a marketing…

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