International Journal of Sports Marketing and Sponsorship: Volume 6 Issue 3

Editorial policy

Editorial

David Shani

Interview with Naomi Travers Executive Vice President for Media Rights and Entertainment, C-SET

Steve Dittmore

Naomi Travers discusses the challenges of starting a Regional Sports Network (RSN) for the new C-SET (Carolinas Sports Entertainment Television) franchise, from both a…

Reconciling managers' strategic vision with fans' expectations

André Richelieu, Frank Pons

This study presents a multi-method based approach to matching fan expectations and needs with a franchise's strategic vision. This approach is demonstrated by looking at a…

Tries and conversions: are sports sponsors pursuing the right objectives?

Trevor Hartland, Heather Skinner, Alison Griffiths

Sports sponsorship is perceived as important in developing relationships with key clients. However, few companies set relationship marketing objectives when sponsoring sports…

Applying the public relations function to the business of sport

Maria K Hopwood

Public relations practice in sport is not always evident, yet to the contemporary sports business, it has much to offer. This paper explores the value of public relations to…

Athlete endorsement in the international sports industry: a case study of David Beckham

Chia-Chen Yu

As the world becomes a global village, sports organisations have begun to extend their markets and fan bases to different groups of customers. David Beckham, a British soccer star…