The aim of this research was to identify and describe driving forces of importance in sponsorship during the seven years preceding a mega-sporting event like the Olympic Games 2008 in Beijing. This was done through the development of a conceptual 'meansobjectives model' linking sponsorship to...

Purpose The sports industry is a forerunner in the international quest for talent as the search by sport clubs and the corresponding self-initiated expatriation of athletes starts at a very early age. The purpose of this paper is to address this phenomenon by exploring the experiences of...

Purpose – The purpose of this paper is to identify and describe the key driving forces in international sponsorship during the years preceding the 2008 Olympic Games in Beijing. Design/methodology/approach – A “means‐objectives model” is applied, thereby linking sponsorship to brand...

Purpose Floorball is a Swedish sports innovation which emerged and started to be played about 40 years ago. The purpose of this paper is to explore value capturing in this relatively new sport and the various contributions made by different actors towards market development of the sport....

Purpose – The purpose of this paper is to describe and explain the advertising behavior seen as an activation strategy performed by Olympic sponsors in an emerging market context. It provides insights into the strategic goals related to sponsorship. Design/methodology/approach – The...