International Journal of Sport Marketing and Sponsorship

2005-06-27T17:28:00.000+01:00

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

International Journal of Sport Management and Marketing

2005-02-16T20:55:00.000Z

Managing Sport Businesses in a Complex Environment

Sport Organisations and Interorganisational Relationships

The Economics and Business of Sports

- - Sport Marketing SIG - - Calls for Papers

International Journal of Sport Marketing and Sponsorship

International Journal of Sport Management and Marketing