International Journal of Sport Management and Marketing 

About: International Journal of Sport Management and Marketing is an academic journal published by Inderscience Publishers. The journal publishes majorly in the area(s): Sports marketing & Sport management. It has an ISSN identifier of 1475-8962. Over the lifetime, 426 publications have been published receiving 4857 citations. The journal is also known as: Sport management and marketing & IJSMM.

Extending the understanding of professional team brand equity to the global marketplace

Abstract: Due to the rise of communications technology in recent years, fans have unprecedented access to their favourite teams and players regardless of geographic location. Such developments have led to the emergence and increased importance of 'satellite fans'. Given the inconsistent nature of the sport product, managers should actively seek to cultivate and develop such a fandom. The purpose of this paper is to extend prior conceptualisations of brand equity in team sport (Gladden and Milne, 1999; Gladden et al. 1998), to explain the development of brand equity across domestic boundaries. Earlier models can thus be expanded to account for satellite fans and the consumption of the sport product in foreign markets. Such a framework may assist sport managers to better understand how to capitalise on branding opportunities across geographic boundaries.

The Olympic brand, ambush marketing and clutter

Abstract: A qualitative research methodology of 10 in-depth interviews with worldwide Olympic The Olympic Program (TOP) sponsors and senior executives of the Olympic marketing programmes, this research provides a unique investigation into one of the sport world's most powerful brand. Specifically, this research examines ambush marketing and advertising clutter from a corporate point of view. Results suggest that these issues remain a threat to the International Olympic Committee (IOC) and its corporate partners. Some essential elements that the IOC must address include: (a) brand management; (b) brand protection; (c) protection of sponsors' rights; (d) consumer education; (e) fully integrated marketing communications programme and (f) National Organising Committees (NOCs)' education in marketing and brand management. Corporate partners must activate their sponsorship rights and work, in close collaboration with the IOC and NOCs, to truly understand the Olympic brand and integrate it into their own marketing communications programme aimed at consumers.

A stakeholder approach to football club governance

Abstract: Despite being professional and managed by professional entrepreneurs, and frequently owned by successful ones, football clubs tend to present unsatisfactory financial performance. A possible explanation lies in their complex environment. It is indeed usually admitted that professional football clubs in Europe are utility maximisers, in contrast to US professional franchises which are usually organised to maximise their economic performance. Behind this concept of utility lies a complex set of goals, not always fully compatible, shared and defended by the various stakeholders of clubs.

Predicting the economic impact of the 2010 FIFA World Cup on South Africa

Abstract: The impact of the sporting industry on economic decision making has increased dramatically since the global media explosion in the 1980s. Tourism and advertising revenues generated by mega-events such as World Cups or Olympic Games have become a major boost to the economies of hosting nations. In addition, globalisation has placed great emphasis on the importance of Foreign Direct Investment (FDI), especially to developing countries. This paper seeks to examine the impact of the 2010 FIFA World Cup on the South African economy. Using a 32-sector Computable General Equilibrium (CGE) model, the various shocks on the economy, such as infrastructure developments, increased tourism and financing implications, are modelled. Results are shown and carefully explained within the context of the model. It is found that in the short term, there would only be a favourable outcome in the economy should financing be shared between higher present taxes and revenue generated from future economic growth and private investment.

Development and validation of the volunteer motivations scale for international sporting events (VMS-ISE)

Abstract: The major aim of the study was to develop and validate the volunteer motivations scale for international sporting events (VMS-ISE). A growing body of literature suggested that volunteer motivations vary with the nature of the volunteer activity and context. Although numerous studies have identified various volunteer motivational factors on human services in general, little study has attempted to conduct a volunteer study at mega international sporting events. In the study, using the 2002 FIFA World Cup volunteer sample, exploratory factor and confirmatory factor analyses revealed a six-factor solution: expression of values, patriotism, interpersonal contacts, personal growth, career orientation, and extrinsic rewards. The six factor model was confirmed with confirmatory factor analysis in a different data set from the 2002 Asian Games volunteers. The goodness-of-fit indices demonstrated the robustness of the VMS-ISE and its usefulness for assessing volunteer motivations at mega international sporting events. The results also indicated that marital status had a significant effect on all volunteer motivational dimensions.