Articles in this issue:

• Intercollegiate Athletics: Back to the Future?

  Dallas Branch

  R. Brian Crow

  Calls for reform in intercollegiate athletics have grown increasingly louder in recent years. As a result, athletic directors are forced to deal with a myriad of significant issues and events that are changing the landscape of college sports. The pace and ...Read more

• The Use of a Two-Stage Survey Design for Gathering Data From People Who Attend Sporting Events

  Louis G. Pol

  Sukgoo Pak

  Gathering information from and about fans who have attended a sporting event presents a severe data collection challenge. This paper describes a survey method that facilitates the collection of good-quality data and divides the process into two distinct stages. Stage I requires an initial contact resulting in the respondents' agreeing to be surveyed. Stage 2 involves the actual interview. One application of the method generated an 84% response rate. The method is discussed with respect to futher modifications required to fit specific situations.Read more

• Event Sponsorship: Effects on Consumer Brand Loyality and Consumption

  Douglas M. Turco

  The purpose of this study was to determine whether or not spectators' perceived image of a corporation and its products was enhanced due to the corporation's sponsorship of a large-scale international sport event. Spectators were asked to recall sponsors ...Read more

• Using a Perceptual Map of the Consumer's Sport Schema to Help Make Sponsorship Decisions

  James H. Martin

  A firm wishing to use sports to enhance its image must consider the image of the sport as well as the firm's own image. In this study respondents rated the similarity between 10 sports using a paired comaprison procedure. The resulting perceptual map describes six dimensions used by consumers in this sample when they think about 10 sports included. Implications for a firm's selection of a sport with which to associate include attempting to match important aspects of a sport's image with the important aspects of the firm's image.Read more

• Characteristics of Spectators Attending Professional Tennis Tournaments in Two Regions of the U.S.

  Peter J. Graham

  Professional tennis enjoys immense popularity with the spectating public. Tournament owners, promoters, hosts , and sponsors have come to recognize the importance of possessing information about those viewing their events, especially data relative to the  ...Read more