Articles in this issue:

• Examining Integrated Advertising and Sponsorship in Corporate Marketing Through Televised Sport

  Peter Smolianov

  David Shilbury

  To determine how integrated TV advertising and event sponsorship should be best managed and evaluated, a theoretical framework derived from global exploratory research of academic literature and consulting reports was validated by 16 experts. To benchmark the current practices against the best practice integration methods, 12 campaigns, which had sponsored a televised event and placed advertisements during the broadcast of the event, were analyzed via case studies. The investigated competitions included the Wimbledon Tennis Tournament in London and the Olympic Games in Sydney. The examined...Read more

• Assessing a University Community's Identification to Sport in a Changing Climate

  Kimberly M. Judson

  Paul Carpenter

  This study examined a collegiate community¡¯s identification with the university¡¯s athletics program and evaluated fan consumer behavior indices and underlying motives for following the program. The study focused on the entire athletics program and surveyed a broad cross-section of the community within the context of initiatives from the newly elected President to raise the university¡¯s profile and the emergence of two teams as top 25 nationally. Participants included 258 individuals (120 females, 134 males, and 4 unspecified) and represented undergraduate students, graduate students,...Read more

• Scandal in Sports: Media and Corporate Sponsor Perspectives

  Stephanie Hughes

  Matt Shank

  The United States sports industry is a multi-billion dollar industry. Corporations attempt to curry favor with consumers by aligning their products and services with this popular industry through sports sponsorship and endorsement opportunities. The upside to this association is well-documented in the sports marketing literature. Less well known however, is the impact on corporate brands when a scandal erupts around an athletic endorser such as a team, coach, or player. Numerous sports scandals such as the recruiting scandal at the University of Colorado or the Kobe Bryant rape case raise...Read more

• University of Alabama Case to Test Limits of Trademark Licensing in Sport Art Cases

  John Grady

  Sports fans' desire to purchase memorabilia bearing the name and logos of their favorite teams as well as likenesses of players and coaches remains an integral segment of the market for sporting goods. Indeed, retail sales of sports licensed products in the US and Canada reached $12.6 billion in 2004, down 1% from the previous year (SGMA, 2005). Sport properties, apparel companies, and memorabilia retailers have developed licensing relationships in order to capitalize on sport consumers' interest in team-related memorabilia. Licensing agreements vigorously protect the trademarks of the...Read more

• Statistical Data Analysis Techniques Employed in Sport Marketing Quarterly: 1992 to 2004

  Jerome Quarterman

  Brenda G. Pitts

  E. Newton Jackson

  Kyoungtae Kim

  This investigation was an assessment of data analysis statistical techniques used in Sport Marketing Quarterly (SMQ) from 1992 to 2004. In 159 quantitative data based articles reviewed, 360 uses of statistical data analysis techniques were identified. The techniques were classified by type of statistical data analysis method as descriptive statistics, parametric statistics, and nonparametric statistics. One half (50.00%) were used as descriptive statistics, 41.94% as parametric statistics, and less than one tenth (8.06%) as nonparametric statistics. Percentages and frequencies were the...Read more

• MasterCard and Major League Baseball: Metrics for Evaluating a Most

  Steve McKelvey

  Mark McDonald

  Robert Cramer