Articles in this issue:

• Sports Marketing Ethics in Today's Marketplace

  Gene Laczniak

  Rick Burton

  Patrick Murphy

  Sports marketing is a fast-growing business endeavor. However, certain aspects of it have drawn criticisms from several corners (e.g., media, government, coaches, and fans). This paper raises a number of ethical questions about various dimensions of sports marketing. Advice for addressing some of the ethical problems that occur is provided. The paper specifically asks if organizations using professional sports associations as a promotional lever for increasing sales can be hurt by a lack of ethics on the part of the leagues, teams, or players. It also implies that sport organizations,...Read more

• Assessing the Recognition of Perimeter Advertising Signage by Television Viewers of NASCAR Winston Cup Events

  Clay E. Harshaw

  Edward T. Turner

  This study examined the recognition rates of periemter advertising signage by television spectators of three different National Association of Stock Car Auto Racing (NASCAR) events. Each event took place on a distinctively different oval track: a short ....Read more

• The Effect of Promotion Timing on Major League Baseball Attendance

  Thomas C. Boyd

  Timothy C. Krehbiel

  Econometricians have given much attention at the question of what factors influence baseball attendance. However, most studies have examined primarily economic variables that, although enlighteneing, provide little information to team management and marketers that would actually help them increase attendance. In this study, the authors focus on an easily controlled decison variable-promotion timing-and examine the question of whether promotions are better run on weekends, during day games, or against rivals versus nonrivals. A series of multiple regression models is run on data for six...Read more

• Segmenting J. League Spectators Based on Length of Time as a Fan

  Makoto Nakazawa

  Daniel F. Mahony

  Daniel C. Funk

  Sumiko Hirakawa

  The purpose of this study was to examine the relationship between length of time as a fan, motives to attend games, and involvement with the J. League (Japanese Professional Soccer League). Data were collected using a self-administered questionnaire durin ...Read more

• The SMQ and the Sport Marketplace: Where We've Been and Where We're Going

  William A. Sutton

  SMQ funding and growth eight key trends branding marketing ...Read more

• Virtual Signage: The Pitfalls of Now You See It, Now You Don't

  Harold Y. Menendez

  The sports industry has long served as a testing field for new and evolving technology, from gel-filled tennis shoes to contact lenses, which were created to improve athletes' vision. In recent years a computer imaging system-not surprisingly-referred to ...Read more