Table of contents
Exploring saturation levels for sponsorship logos on professional sports shirts: a cross-cultural study
Andrey G. Mikhailitchenko, Dennis H. Tootelian, Galina N. MikhailitchenkoThe study extends the research on visual imagery in advertising to sports marketing. The results suggest that excessive on-shirt advertising is wasteful for sponsorships and…
A demand analysis for the Chinese Professional Baseball League 1990-2008
Chen-Yueh Chen, Yi-Hsiu Lin, Yen-Kuang LinThe Chinese Professional Baseball League (CPBL) experienced a rapid decline in attendance after the mid 1990s. In this study, market demand analysis is used to discover the causes…
Road cycling event preferences for racing cyclists
Daniel J. Larson, Doyeon WonDespite persistent levels of participation in cycling, little research has been undertaken in the context of competitive cycling event management and marketing. This study…
The relationship between real sports and digital adaptation in e-sport gaming
Andreas Hebbel-SeegerThe relationship between real sport and its digital adaptation is significantly influenced by technological advancements. However, it is not a process that has developed in a…
CIMA a marketing revolution in Mexican Olympic sports
Francisco Guzmán, Ivar Sisniega-CampbellThis paper recounts how the Mexican National Sports Commission approached the creation and development of an Olympic sponsorship programme (CIMA). The lessons garnered are…
![Cover of International Journal of Sports Marketing and Sponsorship](/insight/proxy/containerImg?link=/resource/publication/issue/52433737006a351e737cef6b104c1a5a/urn:emeraldgroup.com:asset:id:binary:ijsms.cover.jpg)
ISSN:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang