International Journal of Sports Marketing and Sponsorship: Volume 9 Issue 4

Promoting and celebrating sports marketing diversity

Frank Pons, David Stotlar, Cheri Bradish

The real dilemma

Simon Chadwick

Five-rings bling and patriotism

John Old

Coca-Cola China's Virtual Olympic Torch Relay programme at the 2008 Beijing Olympic Games: adding interactivity to a traditional offline Olympic activation

J. Andrew Choi

This case study examines the interactive marketing initiatives of Coca-Cola China Company for one of its marquee Olympic properties, the Olympic Torch Relay. It provides insights…

Olympic sponsorship: evolution, challenges and impact on the Olympic Movement

Chrysostomos Giannoulakis, David Stotlar, David Chatziefstathiou

Over the past decade, the Olympic Movement has become increasingly dependent upon financial support provided by corporate sponsors. This study explores the evolution of the…

Olympic sponsorship: evolution, challenges and impact on the Olympic Movement

Fiona Davies, Georgios Tsiantas

Selecting the most effective leveraging methods is crucial for national Olympic sponsors, who have limited time to achieve their sponsorship objectives. This paper presents the…

Winning the Olympic marketing game: recall of logos on clothing, equipment and venues at the 2006 Winter Olympics

Tom Robinson, Lois Bauman

This study looks at the visibility of logos during the televised broadcast of the 2006 Winter Olympic Games in Turin, and television viewers' perceptions, recall and recognition…

The Olympic Equestrian Games: brand collaboration and associations within a destination and a sports event

Anna Fyrberg

This paper aims to contribute to the concept of co-branding by recognising the role of consumer perception and the importance of the variety of contexts in which co-branding is…

Olympic Games host and bid city marketing: exploring issue management in the relationships among event stakeholder groups

Xiaoyan Xing, Anthony G. Church, Norm O'Reilly, Ann Pegoraro, John Nadeau, Louise Heslop, Benoit Séguin

Based on the work of Parent (2008) on mega sports events, this paper explores the relationships among events stakeholders in Olympic Games host/bid city marketing. It outlines…

Editorial policy

Simon Chadwick