International Journal of Sports Marketing and Sponsorship: Volume 4 Issue 1

Editorial

John Amis

Company Round-up

An Interview with Bill Moos, University of Oregon Athletic Director

Rick Burton

Since moving to the University of Oregon in July 1995, William “Bill” Moos has presided over what many consider to be the most successful era of the University's storied athletic…

Sports Marketing in a Recession: It's a Brand New Game

Dennis Howard, Rick Burton

The North American professional team sports industry has long been thought of as recessionproof or recession-resistant. Like the brewing industry, pundits have suggested the…

A Comparative Study of Market Entry Strategies in Sport Leagues: Two Australian Examples

John Forster, Nigel K. Ll. Pope

Sport leagues are subject to the potential market entry of new leagues playing essentially the same sport. The economic analysis of market entry and exit is used to interpret two…

Broad-based and Targeted Sponsorship Strategies in Canadian Women's Ice Hockey

Robert Sparks, Melissa Westgate

This paper reports findings from a qualitative study that analyzed use of traditional and targeted sponsorship approaches by eight companies involved in the 1998-99 Canadian…

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