Sports Marketing & Sponsorship - FIFA/CIES International University ...

AbstractsABSTRACTSThe value of competition: competitive balance asa predictor of attendance in spectator sports 7Michael A. LevinRobert E. McDonald●●●●●●This paper investigates the role of competitive balanceamong teams in a league in predicting attendance atspectator sporting events. It also controls for thedemographic and economic characteristics of theleagueÕs markets, and changes in the number of teamsin the league. The research relies on a sample thatincludes 707 non-major professional team seasonalwin-loss records (12,956 games) from five sports,aggregated into 75 seasons to develop a modelconsistent with extant literature.Sports organisations must continuously assess howbetter to meet or exceed consumer expectations andperceptions of their experience in order to maintainand increase the number of spectators and loyal fansattending their sporting events. This study aims toenhance our understanding of which characteristics ofa service attribute will best define its quality andimpact on spectator behaviour by understanding thecausal relationship between perceived service quality(PSQ) and satisfaction.The crucial ÔwhereÕ of motorsport marketing:is motorsport now Òa race out of placeÓ? 60Paul J. TranterMark Lowes●●●●●●An investigation into the effects of sportinginvolvement and alcohol sponsorship onunderage drinking 25Fiona Davies●●●●●●Concerns about underage drinking have led to calls fora UK ban on alcohol sponsorship of sport. Such a banwould have severe financial consequences for manysports, so should not be implemented without thoroughconsideration of its likely effectiveness. This studyinvestigating the alcohol consumption intentions of 14and 15 year olds showed that boys who were involvedin sport were more likely both to drink alcohol and toget drunk, with awareness of sponsorship enhancingthe likelihood of these behaviours. Girls involved insport, however, showed more negative attitudes thantheir peers towards alcohol. Evidence from studies ontobacco sponsorship suggests that health-relatedmarketing communications and the use of low-alcoholor non-alcohol brands for sports sponsorship could bemore effective than a ban in changing the culture.Examination of the causal effects between thedimensions of service quality and spectatorsatisfaction in minor league baseball 46Gi-Yong Koo Rob Hardin Steven McClung Taejin JungJoseph Cronin Clay Vorhees Brian Bourdeau● ● ● ● ● ●The location of motorsports events is an integral partof the marketing of the sport of motor racing and of allits attendant commercial interests. Case studies of themajor motorsports events staged in public streetcircuits in Australia are used to illustrate how thelocations have particular symbolic significance thatadds legitimacy to the sport of motor racing, and themessages and impacts associated with these events.The paper examines the wider significance of allowingspecial public spaces in cities to be used formotorsports events.Sustaining the race: a review of literature pertainingto the environmental sustainability of motorsport 80Greg Dingle●●●●●●This paper discusses motorsport from the viewpoint ofenvironmental sustainability amid growing concernsabout the impact of human activity on theenvironment. It reviews the literature that positionsmotorsport in a global environmental context andexplores the often used but rarely defined concept ofsustainability. The author suggests that whilemotorsport is a significant sporting activity foreconomic and social reasons, there are considerabledoubts as to whether it is currently managed andmarketed in an environmentally sustainable way.4 International Journal of Sports Marketing & Sponsorship ● OCTOBER 2009 ●