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

AbstractsABSTRACTSDrivers to divas: advertising imagesof women in motorsport 204●●●●●●Sally R. Ross Lynn L. Ridinger Jacquelyn CuneenAn analysis of the evolution of advertising’s portrayal ofwomen in motorsport. The construct of sourcecredibility is examined and used as a framework tobetter understand the limitations and opportunities offemale athlete endorsers in general and female racingcar drivers in particular. The advertising images ofpioneer drivers Janet Guthrie, Lyn St. James andSarah Fisher are discussed and compared to that ofDanica Patrick, a media star in the Indy Racing League(IRL). Patrick has been successful in capitalising on herexpertise and attractiveness to enhance her image andendorse products. Attitudes towards using sex appealto sell products are presented and discussed.The relationships between team attributes,team identification and sponsor image 215Yong-man KimSusan Kim● ●●●●●This study tested the paths of a structural model thatwas conceptualised by hypothesising that teamattributes affect team identification, which in turnplays a mediating role in sponsor identification andimage transfer from event to sponsor. A questionnaireadapted items from relevant constructs in pastresearch and responses were collected from 991conveniently sampled fans of professional soccerteams in Korea. Data analysis using the SPSSWINstatistical program (v. 12.0) and the AMOS structuralmodelling program (v. 4.0) found that the data fittedthe conceptualised structural model.European football under close scrutiny 230Chantal Rouvrais-CharronChristophe Durand● ● ● ●●●Consumers are increasingly looking beyond products,and are expressing concern for the respect of societalvalues. This paper analyses how football organisationsand governing bodies in Europe are adapting theirmarketing strategies to reflect these concerns. ‘Ethicalcharters’ or ‘ethical codes of behaviour’ need to beredefined under close scrutiny from shareholders andstakeholders. Whether it is a deliberate decision or aforced change, football organisations must respond tosimultaneous commercial and political pressures.Can sponsorships be harmful for events?Investigating the transfer of associations fromsponsors to events 244Jörg Henseler Bradley Wilson Dorien de Vreede● ● ● ●●●This paper outlines how sponsorships can bebeneficial or harmful to events. Using an experimentaldesign and focusing on association transferssurrounding a snowboarding event, we illustrate thatthe sponsoring brand associations have a significanteffect on the associations of the event. Our resultsindicate that in this instance some associations aretransferred; others are not significant. Event managersmust track which of these association transfers areoccurring in order to understand and maintain theirdesired positioning.‘Give me a stadium and I will fill it’An analysis of the marketing managementof Stade Français Paris rugby club 252Guillaume Bodet●●●●●●This paper analyses the marketing strategy, marketingmix and brand development of SF Paris rugby unionclub, which succeeded in attracting huge crowds(around 75,000 spectators) for several regular seasongames and in building strong brand equity. Parallelswith American professional sports are drawn anddifferences from other European clubs highlighted.Finally, planning, consistency and in particularinnovation are identified as key factors for success inimplementation of the club’s marketing strategy.196 International Journal of Sports Marketing & Sponsorship ● APRIL 2009 ●