International Journal of Sports Marketing and Sponsorship: Volume 5 Issue 3

Editorial

David Shani

Questioning the Name Game: An Event Study Analysis of Stadium Naming Rights Sponsorship Announcements

Karen Becker-Olsen

Stadium naming rights programs have proliferated over the past decade, yet we have no direct evidence that these types of sponsorship programs help companies develop their…

Sports Sponsorship and Brand Personality - The Ryder Cup Team and IBM

John Deane

This study has sought to examine the issue of 'brand image' and its potential impact on sports sponsorship. In particular, brand personality of a sports event and sponsor are…

National Versus Regional Sports Marketing: An Interpretation of 'Think Globally, Act Locally'

Cheri L. Bradish, Julie A. Stevens, Anna H. Lathrop

Few would question that one of the most significant determinants of growth in the sport industry — from a sport management, marketing, and sponsorship perspective — has been the…

The inaugural (and only) season of the Xtreme Football League: A case study in sports entertainment

Keith A. Willoughby, Chad Mancini

The Xtreme Football League began play in 2001, but lasted for only a single season. It combined the marketing savvy of the World Wrestling Federation with NBC's broadcasting…

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