Articles in this issue:

  • Douglas M. Turco

    On-site advertising sales are a major revenue source for college and professional sport operations and are being pursued more aggressively than ever before. From scoreboards to seats on the players' bench, nearly every square foot of a sport venue is for sale . The competition for advertising dollars is keen, and sport marketers must demonstrate the value of arena signage to existing or prospective advertisers if such marketers wish to be successful in their endeavors. The purpose of this study was to measure spectators' recognition of and attitudes toward courtside advertisers at home...Read more

  • Lawrence W. Fielding
    Lori K. Miller

    This paper traces the development of sporting goods advertising during the first three decades of the 20th century. The study revealed four important lessons for contemporary sporting goods advertisers. First, advertisements establish the criteria that consumers use in determining product quality. Second, successful advertisers connect their message to the values and cultural concerns held by their audience. Third, successful advertisers present their products as representations of cultural values and as a remedy to social issues. Fourth, intangible cultural values and issues are made...Read more

  • Lynn R. Kahle
    Kenneth M. Kambara
    Gregory M. Rose

     This paper uses Kelman's functional theory of attitudinal motivation to construct and empirically to test a model of fan attendance at college football games, based on a survey from 112 students at a large public university in the Pacific Northwest region of the United States. Results imply that consumers are primarily motivated by a desire for a unique, self-expressive experience, camaraderie (a desire for group affiliation) and internalization (an overall attachment to and love of the game). Antecedents of seeking a unique, self-expressive experience include...Read more

  • Peter Smolianov
    Dr. David Shilbury

    This research examined sport marketing competencies considered by 103 professionals to be important for sport marketing administrators. Four job segments within the profession were surveyed and included: sport marketing firms, amateur sport organizations, professional sport organizations, and college athletics. Using a Likert scale, the survey revealed 20 essential sport marketing competencies for the profession. Also investigated were the sources through which the competiences were acquired. The competencies were mostly gained on-the-job (52.2%). A two-choice scale indicated which...Read more

  • Senji Ishikawa
    David K. Stotlar
    Marcia L. Walker

    The purpose of this study was to determine the Japanese consumers' image of and the effectiveness of current Olympic sponsorship in Japan. A survey instrument was designed to assess consumers' identification of Olympic sponsors and to evaluate their effects. Specifically, data were collected for Olympic sponsors (The Olympic Programme and Japanese Olympic Committee [JOC] sponsors) and Gambare Nippon campaign (GNC) sponsors. In conclusion, the study found that consumers were confused about the classification and identity of sponsors. In addition, those who viewed TV more frequently...Read more

  • Tracy L. Schoenadel

    World Cup total television audiences World Cup ChampionshipsRead more

  • Jay Gladden

    Technology is greatly altering the way the sport product is marketed. This second of a two-part segment on the impact of technology on sport marketing, focuses on specific technological developments (other than the Internet) in the sport marketplace. As always, we welcome ideas and data from our readers. international sports marketing agencyRead more