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| Sports Marketing & Sponsorship | TOP |
Demand for sport.
Jeff Borland and Robert D. Macdonald.
This article reviews the literature on the demand for professional sport. Important messages emerge from studies of the determinants of attendance at professional sporting events with regard to the effects of uncertainty of outcome, quality of the sporting contest and quality of the viewing experience.
Cognitive Evaluation: Prompts used to measure sponsorship awareness.
John A. Tripodi, Martin Hirons, David Bednall and Max Sutherland.
This article reports the results of an experimental study on three different ways of measuring sponsorship recall based on brand, category and event prompts. The results are discussed within the framework of spreading activation theory which has the potential to explain and predict recall.
Olympic
Games host city marketing: An exploration of expectations and outcomes.
Rick Burton
The process of bidding for the Olympic Games is complex and expensive. Burton provides an overview of the organisations involved and return on investment for recent Games.
Sports
marketing in a recession: It's a brand new game.
Dennis Howard and Rick Burton
Are sports recession-proof? US professional sports face an uncertain economic climate which may require new short-term marketing strategies.
Sponsorship:
The Problem of Ambush Marketing.
Levent Shevki
This short article provides a useful overview of the legal dimension of sponsorship and counter-ambush strategies.
Sponsorship
- A confirmed weapon in the promotional armoury.
John A. Tripodi
Based upon Tripodi's award winning dissertation, this article provides marketing practitioners with examples of the key principles of sponsorship and strategic guidelines for maximising the value of sponsorship investments.
Ambush
marketing - An Olympic event.
John A. Tripodi and Max Sutherland
Some ambush marketers deserve a gold medal for their strategies! Owners of sports properties and corporate sponsors must both develop strategies to combat the problem. The Sydney 2000 Olympics provide a useful introduction to ambush marketing.
| Strategy and Policy | TOP |
Professional sports competitions in Australia.
Robert D. Macdonald and Jeff Borland.
This book chapter provides a brief historical profile of the Australian Football League, the National Basketball League and the National Rugby League. Key issues including corporate governance, labour market regulation, collective bargaining, revenue-sharing, attendances and competitive balance are addressed.
Establishing and maintaining
a modified youth sport program: Lessons from Hotelling's location game
Laurence Chalip and Christine Green
Modified sports for young athletes can play a vital role in the promotion of a sport. Chalip and Green show how game theory can be used in management analysis to reshape strategies for managing modified sports programs.
Local business leveraging
of a sport event: Managing an event for economic benefit.
Laurence Chalip and Anna Leyns
The annual Indy Car Grand Prix on Queensland's Gold Coast provides new business and marketing opportunities for local vendors. Chalip and Leyns find the potential value from leveraging this event has yet to be realised.
| Labour Relations in Professional Sport | TOP |
Lies & Statistics: Team stability and on-field success.
Robert D. Macdonald
A Weekend Australian Financial Review opinion piece on the relationship between intra- and inter-seasonal team stability and club performance in the Australian Football League.
Collective
bargaining simulation: The Federal Football League versus the National
Association of Professional Footballers.
Peter Gahan and Robert D. Macdonald
An effective teaching simulation suitable for use in undergraduate sports management, industrial relations, negotiation or game theory units.
Labour
market regulation and game development in Australian football.
Robert D. Macdonald
The labour market regulations of professional sporting leagues create incentives or disincentive for clubs to invest in junior talent identification and development. This article is part one of a two part series.
Lies
and statistics: Salary caps in professional team sports.
Robert D. Macdonald
A Weekend Australian Financial Review opinion piece on the (in)effectiveness of the Australian Football League's salary cap.
The
AFL-AFLPA collective bargaining agreement: New challenges for club sponsors.
Robert D. Macdonald and John A. Tripodi
The 1998-2003 Australian Football League - AFL Players' Association CBA reconfigured the sponsorship landscape as well as boosting player salaries. Macdonald and Tripodi examine the implications for AFL clubs seeking 'on field' apparel sponsorships.
| Bibliography | TOP |
| Borland, J. & Macdonald, R. (2003). Demand for sport. Oxford Review of Economic Policy, |
| Burton, R. & Cornilles, R.Y. (1998). Emerging theory in team sport sales: Selling tickets in a more competitive arena. Sport Marketing Quarterly, 7(1), 29-37. |
| Burton, R. & Howard,
D. (1999). Professional sports leagues: Marketing mix mayhem. Marketing Management, 8(1), 36-46. |
| Burton, R. & Howard, D. (2000). Recovery strategies for sports marketers. Marketing Management, 9(1), 42-49. |
| Burton, R. (1996). A case study on sports property servicing excellence: National Football League properties. Sport Marketing Quarterly, 5(3), 23-30. |
| Burton, R. (2003). Olympic Games host city marketing: An exploration of expectations and outcomes. Sport Marketing Quarterly, 12(1), 35-45. |
| Chalip, L. & Green, B.C. (1998). Establishing and maintaining a modified youth sport program: Lessons from Hotelling's location game. Sociology of Sport Journal, 15, 326-342. |
| Chalip, L. & Leyns, A. (2002). Local business leveraging of a sport event: Managing an event for economic benefit. Journal of Sport Management, 16, 132-158. |
| Gahan, P.G. & Macdonald, R.D. (2001). Collective bargaining simulation: The Federal Football League versus the National Association of Professional Footballers. Sport Management Review, 4, 89-114. |
| Howard, D. & Burton, R. (2002). Sports marketing in a recession: It's a brand new game. International Journal of Sports Marketing & Sponsorship, 23-36. |
| Macdonald, R.D. & Borland, J. (2004). Professional sports competitions in Australia . In R. Fort & J. Fizel (eds.). International Sports Economics Comparisons , pp.295-317, Praeger: Westport , CT. |
Macdonald, R.D (2003, September 27-8). Lies & Statistics. Weekend Australian Financial |
| Macdonald, R.D. & Tripodi, J.A. (1999). The AFL-AFLPA collective bargaining agreement: New challenges for club sponsors. Bulletin of Sport and Culture, 19, 13-15. |
| Macdonald, R.D. (2002). Play on? Labour market regulation and game development in Australian football. SMAANZ Newsletter, 5, 5-7. |
| Macdonald, R.D. (2002, August 31-September 1). Lies and statistics. The Weekend Australian Financial Review, p.51. |
| Shevki, L. (2002). Sponsorship: The Problem of Ambush Marketing. SMAANZ Newsletter, 4, 6-8. |
Tripodi, J.A. , Hirons, M., Bednall, D. & Sutherland, M. (2003). Cognitive Evaluation: Prompts |
| Tripodi, J.A. & Sutherland, M. (2000). Ambush marketing - An Olympic event. International Journal of Brand Management, 6(7), 412-422. |
| Tripodi, J.A. (2001). Sponsorship - A confirmed weapon in the promotional armoury. International Journal of Sports Marketing & Sponsorship, 3(1), 95-116. |
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