Global Sport Sponsorship

291 Pages·2005·2.33 MB·English

by  John M. Amis

Global Sport Sponsorship
Sport Commerce and Culture
Series ISSN: 1741-0916
Editor:
David L. Andrews, University of Maryland
The impact of sporting issues on culture and commerce both locally and globally
is huge. However, the power and pervasiveness of this billion-dollar industry has
yet to be deeply analyzed. Sports issues shape the economy, the media and even our
lifestyle choices, ultimately playing an unquestionable role in our psychology. This
series examines the sociological significance of the sports industry and the sporting
world in contemporary cultures around the world.
Previously published books in the series:
Sport and Corporate Nationalisms, edited by Michael L. Silk, David Andrews &
C.L. Cole
Global Sport
Sponsorship
Edited by
John Amis and T. Bettina Cornwell
Oxford • New York
English edition
First published in 2005 by
Berg
Editorial offices:
First Floor, Angel Court, 81 St Clements Street, Oxford OX4 1AW, UK
175 Fifth Avenue, New York, NY 10010, USA
© John Amis and T. Bettina Cornwell 2005
All rights reserved.
No part of this publication may be reproduced in any form
or by any means without the written permission of
Berg.
Berg is the imprint of Oxford International Publishers Ltd.
Library of Congress Cataloging-in-Publication Data
Global sport sponsorship / edited by John Amis and T. Bettina Cornwell.
p. cm. — (Sport, commerce and culture)
Includes bibliographical references and index.
ISBN 1-84520-081-0 (pbk.) — ISBN 1-84520-080-2 (cloth)
1. Sports sponsorship. 2. Sports and globalization. I. Amis, John, 1968- II. Cornwell,
T. Bettina. III. Series.
GV716.G57 2005
796'.0698—dc22
2005013775
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library.
ISBN-13 978 1 84520 080 0 (Cloth)
978 1 84520 081 7 (Paper)
ISBN-10 1 84520 080 2 (Cloth)
1 84520 081 0 (Paper)
Typeset by JS Typesetting Ltd, Porthcawl, Mid Glamorgan
Printed in the United Kingdom by Biddles Ltd, King’s Lynn
www.bergpublishers.com
Contents
List of Tables and Figures vii
Notes on Contributors ix
1 Sport Sponsorship in a Global Age
John Amis and T. Bettina Cornwell 1
2 Historical Hangovers or Burning Possibilities:
Regulation and Adaptation in Global Tobacco and
Alcohol Sponsorship
Robert Sparks, Timothy Dewhirst, Shannon Jette and
Amanda Schweinbenz 19
3 The Spatial Logics of Global Sponsorship: Corporate
Capital, Cola Wars and Cricket
Michael Silk and David Andrews 67
4 Global adidas: Sport, Celebrity and the Marketing
of Difference
Andrew D. Grainger, Joshua I. Newman and
David L. Andrews 89
5 Sports Sponsorship and Tourism Flows
Mike Weed 107
6 The [E-]Business of Sport Sponsorship
Detlev Zwick and Oliver Dieterle 127
7 Global Sport Sponsorship: Towards a Strategic
Understanding
Don Roy 147
8 Image Transfer in Global Sport Sponsorship:
Theoretical Support and Boundary Conditions
Kevin Gwinner 163
9 Using the Olympics and FIFA World Cup to
Enhance Global Brand Equity: A Case Study of
Two Companies in the Payment Services Category
Robert Madrigal, Colleen Bee and Monica LaBarge 179
v
Contents
10 Alternative Global Avenues: Action Sports and
Events
James Gladden and Mark McDonald 191
11 Ambush Marketing: Research and Management
Implications
Janet Hoek 207
12 Examining International Alliances through
Sponsorship
Francis Farrelly and Pascale Quester 225
13 Evaluating Sponsorship Effects
Tony Meenaghan 243
14 While the rich get richer . . . Challenging
Inequities in Conventional Sport Sponsorship
Sally Shaw 265
15 Gay Games or Gay Olympics? Corporate
Sponsorship Issues
Helen Jefferson Lenskyj 281
16 Global Sport Sponsorship: What Now?
What’s Next?
T. Bettina Cornwell and John Amis 297
Index 309
vi
List of Tables and Figures
Tables
Table 2.1 Countries with restrictions on alcohol sponsorship of sports 31
Table 2.2 Countries with restrictions on tobacco sponsorship of sports 38
Table 5.1 Travel patterns of elite British track athletes 119
Table 12.1 MasterCard sponsorship programs 231
Table 12.2 Conceptual framework of sponsorship global alliances 238
Table 13.1 Sponsorship objectives, publics and effects 247
Table 13.2 Percentage of rights fee spent on research 250
Table 13.3 Bases for performance analysis 250
Table 13.4 Volvooceanrace.org to July 1, 2002 – site performance
statistics 251
Table 13.5 Analysis of press coverage 253
Table 13.6 Unprompted awareness of companies commercially
engaged in football (UK market) 255
Table 13.7 Texaco Formula One sponsorship 257
Table 13.8 The Guinness All-Ireland Hurling Championship 257
Table 15.1 Fundraising and sponsorships 290
Figures
Figure 5.1 The tourism system 110
Figure 5.2 Sports tourism participation model 116
Figure 6.1 Effect of internet on brand 133
Figure 6.2 Potential effect of e-sport sponsorship on brand 133
Figure 8.1 Image transfer in global sport sponsorship 164
Figure 13.1 Effects of sponsorship on selected brand image dimensions 256
Figure 13.2 Effect of sponsorship on buying intention 259
vii
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Notes on Contributors
John Amis, Associate Professor, Department of Health & Sport Sciences and
Department of Management, University of Memphis, USA
David L. Andrews, Associate Professor, Department of Kinesiology, University
of Maryland, USA
Colleen Bee, Assistant Professor of Marketing, School of Business Administration,
University of San Diego, USA
T. Bettina Cornwell, Professor of Marketing, University of Queensland School
of Business, Australia
Timothy Dewhirst, Associate Professor, Department of Management and
Marketing, University of Saskatchewan, Canada
Oliver Dieterle, Program Manager, Deutsches SportFernsehen GmbH,
Germany
Francis Farrelly, Senior Lecturer, School of Marketing, Monash University,
Australia
James Gladden, Associate Professor, Department of Sport Management,
University of Massachusetts at Amherst, USA
Andrew D. Grainger, Doctoral Candidate, Department of Kinesiology,
University of Maryland, USA
Kevin Gwinner, Associate Professor, Department of Marketing, Kansas State
University, USA
Janet Hoek, Professor of Marketing, Department of Marketing, Massey
University, New Zealand
Shannon Jetté, Doctoral Candidate, School of Human Kinetics, University of
British Columbia, Canada
ix