Articles in this issue:

• Building the Sports Organization's Merchandise Licensing Program: The Appropriateness, Significance, and Considerations

  Eddie Baghdikian

  This paper reviews literature and main publications in the field of licensing and adapts them for sport-marketing-based merchandise licensing programs. The discussion presented examines the appropriateness and significance of these programs for the sports organization, including an overview of the main issues that need to be taken into consideration to establish the program. A model is presented to summarize these issues and to assist the sport marketer when contemplating involvement in licensing.Read more

• Managing Sport Innovations: A Diffusion Theory Perspective

  Susan H. Higgins

  James H. Martin

  Innovations in sport are ubiquitous. They range from a slightly modified version of an existing sport to a radically different, previously unheard-of-phenomenon. On one hand, when managed effectively, these innovations are profitable and provide potentially profitable sponsorship opportunities as well. On the other hand, innovations can be costly and run the risk of never being fully accepted by consumers. This study proposes a diffusion theory framework as a means of enhancing sport innovation success and uses an empirical analysis of the Cleveland Cavaliers' move to a new facility to...Read more

• Spectators, Viewers, Readers: Communication and Consumption Communities in Sport Marketing

  Aviv Shoham

  Lynn R. Kahle

  Recently, discussions of values have shifted to understanding the context in which they are enacted. An important aspect of such context is the community to which individuals belong and in which they enact their values.We identify two types of communitiesRead more

• Regional Sport Networks

  Tracy L. Schoenadel

  Regional Sport Networks ESPN ESPN2 Regional Sporting Networks Designated Market Area subscribersRead more

• Sponsorship Awareness: A Study of St. Kilda Football Club Supporters

  David Shilbury

  Megan Berriman

  The purpose of this research was to examine the change in sponsorship awareness during one season by supporters of the St. Kilda Football Club. The St. Kilda Football Club is one of 15 teams that competed in the Australian Football Leagure during the 1994 season. Two surveys were administered, one at the beginning of the season, and the second at the end of the season to determine if any significant changes in awareness had occured. This study employed intermediate measures such as recall and recognition to collect the data. This study also examined the ability of club supporters to...Read more

• The X-Factor: Marketing Sport to Generation X

  Douglas M. Turco

  In 1995, individuals between 19 and 30 years totaled 44.6 million, representing 17% of the total U.S. population. The label Generation X has been attached to these young adults because they differ significantly from preceding generations. Generation Xers were born and bred watching television and are moved more by visual images than by print media. They are less active than baby boomers as participants and spectators in traditional sports, such as baseball, basketball, and football, but more interested in fast-paced, high-risk activities. This article describes many characteristics and...Read more