International Journal of Sport Marketing and Sponsorship
SPECIAL EDITION: THE MARKETING OF SOCCER
Guest Editor: Professor Michel Desbordes, University of Strasbourg, France
Soccer is frequently referred to as the global game and its popularity across the world remains unprecedented. Matches, leagues, competitions and tournaments attract large numbers of spectators both to the stadiums in which they are held and to the media through which they are broadcast. Accompanying this, there has also been a dramatic recent growth in commercial activities related to the sport, with players, merchandising, sponsorship and corporate hospitality being notable elements of this. At the forefront of such developments, marketing has come to occupy an increasingly important role, with many organisations involved in the soccer now adopting formal, professional approaches to marketing. In this context, the main aim of this special edition is to examine the development, nature, context and management of soccer marketing across the world.
Academic and practitioner submissions of any nature that address issues pertaining to the marketing of soccer will be considered for publication. These are some areas upon which prospective contributors may wish to focus:
What makes soccer marketing distinct from other forms of marketing
The range and nature of activities in which soccer marketers are engaged
Organisational challenges and issues of marketing orientation facing soccer marketers
Marketing teams, clubs, celebrities and other commercial properties
Strategic and tactical management of soccer marketing in a dynamic environment
Environmental assessment and market research in soccer markets
The nature and management of the soccer product and of soccer brands
Soccer fan behaviour, the segmentation of markets and fan loyalty
Marketing communication activities in soccer
Pricing strategies, revenue generation and capacity utilisation
Planning and managing the growth and distribution of soccer in multiple markets
The marketing of soccer matches, leagues, competitions and tournaments
Marketing soccer in a global context
Soccer marketing, networks and relations with key stakeholders
It is expected that papers will be between 4,000 and 6,000 words in length and these should be formatted in accordance with the International Journal of Sport Marketing and Sponsorship's normal requirements, details of which can be found at http://www.imr-info.com/SM/IJSM/submit.html
The date for submitting completed manuscripts is 31st October 2005.
For further information about this special issue, for expressions of interest or to submit a finished paper you should contact one of the following:
Professor Michel Desbordes
University of Strasbourg
54, allie de la clairihre
91190 Gif sur Yvette
France
E-mail : michel.desbordes2@free.fr
Telephone : 0033 (0)160129693
Fax : 0033 (0)169156237
Guest Editor: Professor Michel Desbordes, University of Strasbourg, France
Soccer is frequently referred to as the global game and its popularity across the world remains unprecedented. Matches, leagues, competitions and tournaments attract large numbers of spectators both to the stadiums in which they are held and to the media through which they are broadcast. Accompanying this, there has also been a dramatic recent growth in commercial activities related to the sport, with players, merchandising, sponsorship and corporate hospitality being notable elements of this. At the forefront of such developments, marketing has come to occupy an increasingly important role, with many organisations involved in the soccer now adopting formal, professional approaches to marketing. In this context, the main aim of this special edition is to examine the development, nature, context and management of soccer marketing across the world.
Academic and practitioner submissions of any nature that address issues pertaining to the marketing of soccer will be considered for publication. These are some areas upon which prospective contributors may wish to focus:
It is expected that papers will be between 4,000 and 6,000 words in length and these should be formatted in accordance with the International Journal of Sport Marketing and Sponsorship's normal requirements, details of which can be found at http://www.imr-info.com/SM/IJSM/submit.html
The date for submitting completed manuscripts is 31st October 2005.
For further information about this special issue, for expressions of interest or to submit a finished paper you should contact one of the following:
Professor Michel Desbordes
University of Strasbourg
54, allie de la clairihre
91190 Gif sur Yvette
France
E-mail : michel.desbordes2@free.fr
Telephone : 0033 (0)160129693
Fax : 0033 (0)169156237
