Global Sports Marketing


Global Sports Marketing: Current Trends and Future Developments, Special issue of Asia Pacific Journal of Marketing and Logistics, Edited by Vanessa Ratten and Rodoula Tsiotsou; Deadline 30 Oct 2008

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“Global Sports Marketing: Current Trends and Future Developments”
Special Issue

Asia Pacific Journal of Marketing and Logistics
Editor: Ian Phau

Guest Editors: Vanessa Ratten and Rodoula Tsiotsou

The marketing of sports has become a global industry. Different types of sport organizations (private and public, amateur and professional) are now focusing on their worldwide appeal. Private sport organizations such as the LA Dodgers have recently been showcasing their talent at baseball games throughout Asia and particularly in China. Public sport organizations such as the International Olympic Committee now try to market a variety of different sports such as surfing in order to increase their market audience. Amateur sporting clubs throughout the world try to focus on the ‘glocalisation’ of sports, which occurs when a global sport is differentiated to the local country market. For example, football in Australia having different meanings depending on the state in which it is played. The marketing of professional sports worldwide also differs according to the country setting. For example, the failure of the Australian Baseball League to generate ticket sales despite the worldwide success of American Baseball. In this special issue we welcome papers that focus on the global aspect of sports marketing and in particularly papers that highlight or stress the relevance of the Asian market. Some of the fastest growing sports marketing areas are in Asia and particularly with the strong economic growth rates of countries such as India and Vietnam it is important for sports marketing academics, practitioners and public policy practitioners to focus on these markets. The following is a list of possible topics that are welcome in this special issue:

  • The internationalization of college and professional sports
  • Global approaches to sports marketing
  • Global marketing innovations in sports
  • Global marketing challenges and opportunities in sports-related industries
  • Regulatory issues in global sport marketing
  • The role of global corporate philanthropy and social responsibility in sports-related industries
  • The influence of social and human capital to successful global sporting teams
  • Global marketing success stories in sports
  • Global sponsorship and targeting initiatives in sports
  • Marketing of international sport events and sport teams TV rights
  • Segmenting and targeting the global sport consumer
  • Building global sport brands
  • E-marketing practices of global sport brands (e.g. teams, events, athletes)
  • Consumption communities and their impact on the globalization of sports
  • The impact of global sports on other industries (e.g. tourism)

Submission guidelinesSubmission will be taken to imply that the article constitutes original work that has not previously been published, accepted for publication, or presently under consideration elsewhere. Prior to submission it is expected that the APJML author guidelines have been followed in full ( Initial submissions will be reviewed by the guest editors and if judged suitable then placed for double-blind review. Articles should be no more than 5,000 words in length. The Guest Editors will send an acknowledgement upon receipt – please query via email address below if acknowledgement is not received shortly after submission. One author should be clearly identified on jointly authored articles as the main administrative contact for the submission. Papers should be submitted via e-mail by October 30 2008. Any questions about the special issue can be directed to any of the guest editors.

Special Issue Guest Editors:

Vanessa Ratten
Assistant Professor
A.J. Palumbo School of Business Administration
Duquesne University, Pittsburgh, United States

Rodoula Tsiotsou
Assistant Professor of Marketing
Department of Commerce & Advertising
School of Business & Economics
Higher Technological Education Institution of Crete, Greece