Articles in this issue:

• Corporate Sales Activities and the Retention of Sponsors in the National Basketball Association (NBA)

  Tony Lachowetz

  Mark McDonald

  William A. Sutton

  Daniel G. Hedrick

  Description: Certain professional sport organizations fall short of educating their corporate clients with respect to all of the benefits and attributes of the sport products they offer (e.g., season tickets, sponsorship programs, and luxury suites). In response to this problem, Sutton, Lachowetz, and Clark (2000) developed a ninestep framework,Read more

• Sport Management Practica: A Metadiscrete Experiential Learning

  Richard M. Southall

  Mark S. Nagel

  Peter Han

  Deborah LeGrande

  Description: Currently, each of the 200 North American colleges and universities offering specializations in sport management provide students the opportunity to pursue discrete (separate from classroom) practica or internships. However, only a small number of such programs offer students the chance to pursue metadiscrete (out of classroom, but under the supervision and guidance of professor/mentor) practica. This paper provides a history and description of the metadiscrete sport management practicum program that was recently developed and successfully implemented at the State University...Read more

• Olympic Games Host City Marketing: An Exploration of Expectations

  Rick Burton

  Description: Bidding for the right to host the Summer or Winter Olympic Games has frequently led host-city organizing committees to suggest the Games bring about marketing enhancements, such as global media ttention, community infrastructure investments, attractive sponsor spending, and the promise of long-term imagery enhancements for tourism purposes and community pride. These proposed benefits, in the absence of quantifiable metrics, help many proponents embrace the Olympic Movement and push for hosting the Olympics. Past Olympiads have shown, however, that an organizing committee for...Read more

• An Analysis of Online Marketing in the Sport Industry: User

  Matthew T. Brown

  Description: The purpose of this study was to analyze marketing on the Internet in the sport industry. The rational for the study was based upon the industry's need to understand this technology as an effective marketing tool. Seven hundred and fifty sport organizations in the performance segment of the industry were randomly selected and surveyed. Three hundred and twenty-eight usable surveys were returned for a 44% response rate. The online marketing communications objective of most organizations was to provide information about the organization to the visitor or to generate awareness of...Read more

• Sport Spectator Consumption Behavior

  Galen T. Trail

  Janet S. Fink

  Dean F. Anderson

  Description: Competition for the sport consumer dollar has increased tremendously in recent years. A better understanding of why sport spectators and fans consume media and merchandise would benefit sport marketers and managers greatly. To date, no empirically tested model has proposed explanatory and predictive relationships among fan/spectator motives and behavior variables. In addition, no psychometrically sound scales exist to measure these cognitive, affective, and behavioral constructs. The results of this study indicate that a model including such factors as motives, identification...Read more