International Journal of Sports Marketing and Sponsorship: Volume 13 Issue 2

2012: a challenging and exciting-year

Michel Desbordes

Exploring saturation levels for sponsorship logos on professional sports shirts: a cross-cultural study

Andrey G. Mikhailitchenko, Dennis H. Tootelian, Galina N. Mikhailitchenko

The study extends the research on visual imagery in advertising to sports marketing. The results suggest that excessive on-shirt advertising is wasteful for sponsorships and…

A demand analysis for the Chinese Professional Baseball League 1990-2008

Chen-Yueh Chen, Yi-Hsiu Lin, Yen-Kuang Lin

The Chinese Professional Baseball League (CPBL) experienced a rapid decline in attendance after the mid 1990s. In this study, market demand analysis is used to discover the causes…

Road cycling event preferences for racing cyclists

Daniel J. Larson, Doyeon Won

Despite persistent levels of participation in cycling, little research has been undertaken in the context of competitive cycling event management and marketing. This study…

The relationship between real sports and digital adaptation in e-sport gaming

Andreas Hebbel-Seeger

The relationship between real sport and its digital adaptation is significantly influenced by technological advancements. However, it is not a process that has developed in a…

CIMA a marketing revolution in Mexican Olympic sports

Francisco Guzmán, Ivar Sisniega-Campbell

This paper recounts how the Mexican National Sports Commission approached the creation and development of an Olympic sponsorship programme (CIMA). The lessons garnered are…

Editorial policy

Michel Desbordes