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

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EditorialAlcohol and sport: whatÕs the score?On 8 September 2009 the British Medical Association(BMA), a professional body representing UK doctors,called for a ban on the marketing of alcohol in the UK 1 .Although marketing was only one aspect of the BMAplan to curb alcohol-related health issues, the mediafocus was on the relationship between sport andalcohol and its impact on young people.In recent years France has legislated to ban alcoholsponsorship in sport, while Cricket Australia has beenunder increasing media pressure over the Fosters Groupsponsorship of the national team. Estimates suggeststhat a ban on alcohol sponsorship could have a drasticimpact on the sports and marketing industries with a£180 million shortfall for the UK advertising industry 2and AU$300m less for sport in Australia.In this edition, Fiona Davies investigates the potentialimpact of alcohol sponsorship on youth involved insport. Her paper highlights the importance of culturaldiscourses that permeate sporting involvement in theUK. She finds that Òa ban on alcohol sports sponsorshipwould have little effect on youth alcohol consumption,unless it was part of a much larger campaign designedto break the longstanding links between sport andalcohol in the masculine culture of the United KingdomÐ and there is no indication at present that thegovernment is considering such radical actionÓ.Davies suggests that marketing practitioners shouldstill seek to promote their brands through sport but indoing so provide a platform for non- or low-alcoholicbeverages and messages of responsible drinking.Alcohol aside, competitive balance in sport producesa quality that is highly valued by fans and consequentlyby corporate partners. Levin and McDonaldÕs studyshows that the most constant variables for attendanceare fan income and the likelihood that any team mightwin. The paper recommends marketing tactics toaddress issues of competition, and suggests that leagueadministrators have a responsibility to improve balance.Koo et al investigate perceived service quality aspectsof fan and spectator satisfaction. By managing thecustomer experience within the sports arena, marketerscan increase attendance and generate greatersatisfaction. However, the number of attributes thatimpact on perceived service quality is significant, andthe paper seeks to understand which factors marketersshould focus upon.The final two articles take a critical look at motorsportin the context of sustainability and environmental goodpractice. Tranter and Lowes investigate ÔplaceÕ marketingand the importance of public spaces to the marketing ofmotorsports events in particular. The authors take acritical view of the positioning of motorsport in Australia,given its conspicuous consumption, and suggest thatconcerns over environmental and other issues warrantconsideration. Dingle presents a review of motorsport inthe context of literature on environmental sustainability.Although at first glance motorsport and sustainabilitymay not be well matched, Dingle highlights examples ofreported developments towards best practice.Professor Michel Desbordes, EditorEmail: michel.desbordes1@wanadoo.frEDITORIAL1. Triggle, N. (2009) ÔDoctors want booze marketing planÕ, BBC News, accessed 11 September.2. Sweeney, M. (2009) ÔAlcohol advertising ban would ÒdevastateÓ media industriesÕ, The Guardian, accessed 11 September.● OCTOBER 2009 ● International Journal of Sports Marketing & Sponsorship5
Editorial boardEditor Professor Michel DesbordesISC School of Management, Paris, France & University Paris Sud 11, FranceTel: +33 (0)1 69 15 61 57 Fax: +33 (0)1 69 15 62 37 Email: michel.desbordes1@wanadoo.frEDITORIAL BOARDDEPUTY EDITORPaul KitchinUniversity of Ulsterpj.kitchin@ulster.ac.ukCASE STUDY EDITORSProfessor Stephen GreyserHarvard Business School, USsgreyser@hbs.eduDr Frank PonsUniversitŽ Laval, Canadafrank.pons@fsa.ulaval.caINTERVIEWS EDITORProfessor David SnyderState University of New York, USsnyderd@cortland.eduDr Geoff DicksonAuckland University of TechnologyNew Zealandgeoff.dickson@aut.ac.nzProfessor Harald DollesGGS-Heilbronn, GermanyUniversity of Gothenburg, Swedenharald.dolles@handels.gu.seSvend ElkjaerSport Marketing Network, UKsvend@smnuk.comDr Francis FarrellyMonash University, Australiafrancis.farrelly@buseco.monash.edu.auNigel GeachSports Marketing Surveys, UKnigelg@sportsmarketingsurveys.comCharles NixonCambridge Marketing Colleges/Chartered Institute of Marketing, UKcharles@marketingcollege.comDr Francesc PujolUniversity of Navarra, Spainfpujol@unav.esDr Pascale QuesterUniversity of Adelaide, Australiapascale.quester@adelaide.edu.auMike ReynoldsSportsmatch, UKmike@sportsmatch.co.ukDr AndrŽ RichelieuLaval University, Canadaandre.richelieu@mrk.ulaval.caBOOKS EDITORDr John BeechCoventry University, UKj.beech@coventry.ac.ukEDITORIAL PANELDr Carlos BarrosInstituto Superior de Economiae Gestao, Lisboncbarros@iseg.utl.ptDr Cheri BradishBrock University, Canadacbradish@brocku.caDr Sue BridgewaterWarwick Business School, UKsue.bridgewater@wbs.ac.ukProfessor Simon ChadwickCoventry University, UKsimon.chadwick@coventry.ac.ukDr Laurence ChalipUniversity of Texas, USlchalip@mail.utexas.eduProfessor Dae Ryun ChangYonsei University, South Koreadrchang@yonsei.ac.krProfessor Bettina CornwellUniversity of Queensland, Australiab.cornwell@business.uq.edu.auNigel CurrieChairman, European SponsorshipAssociation (ESA), UKncurrie@brand-rapport.comDr Paolo GuenziBocconi University, Italypaolo.guenzi@sdabocconi.itAdrian HitchenSponsorMetrix Ltd, UKadrian.hitchen@lineone.netMartin HornDDB Needham, USmartin.horn@ddb.comProfessor Hooi Den HuanNanyang Technological University, Singaporeadhhooi@ntu.edu.sgProfessor Frank GoErasmus University, Netherlandsfgo@rsm.nlDr Jorg HenselerNijmegen University, Netherlandsjoerg@henseler.comProfessor Thierry LardinoitESSEC, Francelardinoit@essec.frJamie MagrawSweat the Assets, UKjamiemagraw@hotmail.comDr Heath McDonaldDeakin University, Australiaheath.mcdonald@deakin.edu.auProfessor Tony MeenaghanUniversity College Dublin, Irelandtony.meenaghan@ucd.ieProfessor James SantomierSacred Heart University, USsantomierj@sacredheart.eduDr Nicola Stokburger-SauerUniversity of Mannheim, Germanysauer@bwl.uni-mannheim.deProfessor Trevor SlackUniversity of Alberta, Canadatrevor.slack@ualberta.caProfessor Sten SšdermanUniversity of Stockholm, Swedensod@fek.su.seDr David StotlarUniversity of Northern Colorado, USdavid.stotlar@unco.eduProfessor Alan TappUniversity of the West of England, UKalan.tapp@uwe.ac.ukDr Linda TrenberthBirkbeck College, University of London, UKl.trenberth@bbk.ac.ukDr Des ThwaitesUniversity of Leeds, UKdt@lubs.leeds.ac.ukIgnacio Urrutia de HoyosIESE Business School, Spainiurrutia@iese.eduProfessor Herbert WoratschekUniversity of Bayreuth, Germanyhj.woratschek@uni-bayreuth.de
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Editorial policyEDITORIAL POLICYFoo
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