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Journal of Promotion Management Volume 15, 2009 - Issue 1-2: Celebrity Endorsements and Sponsorship Sports, Arts and Event/Tourism Branding and Promotions
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Sports Promotions

Olympic Sponsorship Activation and the Creation of Competitive Advantage

Dimitra Papadimitriou University of Patras, Achaia, Greece
&
Artemisia Apostolopoulou Robert Morris University, Moon Township, Pennsylvania, USA
Pages 90-117 | Published online: 29 May 2009

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Read on this site (8)

Oliver Thomas, Gunther Kucza & Stefan Schuppisser. (2022) Can Sports Sponsorship Affect Consumers’ Motivation for Sports Consumption?. Journal of Promotion Management 28:7, pages 893-922.
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Chung-Ling Huh. (2018) Communication model of commitment and engagement: Illustrations of exhibition social media marketing. Journal of Convention & Event Tourism 19:4-5, pages 399-419.
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Laurence DeGaris, Dae Hee Kwak & Stephen R. McDaniel. (2017) Modeling the Effects of Sponsorship-Linked Marketing: When Does Memory Matter?. Journal of Promotion Management 23:2, pages 320-339.
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John A. Fortunato. (2016) Business-to-business sponsorship opportunities: Examining UPS’s functional congruence with the NCAA. Journal of Global Scholars of Marketing Science 26:1, pages 36-50.
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Dimitra Papadimitriou, Artemisia Apostolopoulou & Kyriaki (KIKI) Kaplanidou. (2016) Participant-based brand image perceptions of international sport events: The case of the Universiade. Journal of Convention & Event Tourism 17:1, pages 1-20.
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Andrew Smith. (2014) Leveraging sport mega-events: new model or convenient justification?. Journal of Policy Research in Tourism, Leisure and Events 6:1, pages 15-30.
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Norm O’Reilly & Denyse Lafrance Horning. (2013) Leveraging sponsorship: The activation ratio. Sport Management Review 16:4, pages 424-437.
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Leah Kathleen Donlan. (2013) The Role of Brand Knowledge in Determining Sponsorship Effectiveness. Journal of Promotion Management 19:2, pages 241-264.
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Articles from other publishers (19)

Jonathan A. Jensen, Lane Wakefield & Brian Walkup. (2023) Sponsorship and the Resource-Based View of the Firm: Effects on the Acquisition of Resources, Demand, the Recruitment of Human Capital, and Organizational Performance. Journal of Sport Management 37:2, pages 73-87.
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Jeeyoon Kim, Elizabeth Delia & Patrick Walsh. (2022) National Olympic Committee sponsorship in small states: a case study with a focus on the Caribbean region. Sport, Business and Management: An International Journal 13:1, pages 57-73.
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Brandon Mastromartino & Michael L. Naraine. (2021) (Dis)Innovative digital strategy in professional sport: examining sponsor leveraging through social media. International Journal of Sports Marketing and Sponsorship 23:5, pages 934-949.
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Stefan Groschl. (2021) Planning and organizing the Olympic and Paralympic Games: the case of Rio 2016. Sport, Business and Management: An International Journal 11:4, pages 365-383.
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Chun-Hua Hsiao, Kai-Yu Tang & Yu-Sheng Su. (2021) An Empirical Exploration of Sports Sponsorship: Activation of Experiential Marketing, Sponsorship Satisfaction, Brand Equity, and Purchase Intention. Frontiers in Psychology 12.
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Dae Hee Kwak & Sean Pradhan. (2021) “If You Ain’t First, You’re Last!” Understanding Identity Threat, Team Identification, and Advertisement Messages When Your Favorite Team Loses. Journal of Sport Management 35:2, pages 158-171.
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Yunchao Bai, Brian H. Yim, John Breedlove & James J. Zhang. (2021) Moving Away from Category Exclusivity Deals to Sponsorship Activation Platforms: The Case of the Ryder Cup. Sustainability 13:3, pages 1151.
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T. Bettina Cornwell, Steffen Jahn, Hu Xie & Wang Suk Suh. (2018) Feeling That In-Group Feeling at a Sponsored Sporting Event: Links to Memory and Future Attendance. Journal of Sport Management 32:5, pages 426-437.
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Leah Gillooly, Philip Crowther & Dominic Medway. (2017) Experiential sponsorship activation at a sports mega-event: the case of Cisco at London 2012. Sport, Business and Management: An International Journal 7:4, pages 404-425.
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Leah Gillooly, Christos Anagnostopoulos & Simon Chadwick. (2017) Social media-based sponsorship activation – a typology of content. Sport, Business and Management: An International Journal 7:3, pages 293-314.
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John A. Fortunato. (2017) The FIFA Crisis: Examining Sponsor Response Options. Journal of Contingencies and Crisis Management 25:2, pages 68-78.
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Dominik Schwizer & Sven Reinecke. (2017) Sponsoring effektiv und effizient gestalten. Controlling & Management Review 61:1, pages 24-31.
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Jonathan A. Jensen, Joe B. Cobbs & Brian A. Turner. (2016) Evaluating sponsorship through the lens of the resource-based view: The potential for sustained competitive advantage. Business Horizons 59:2, pages 163-173.
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Sasho Belovski. (2015) Activation of Sponsorship Relationship – the case of Volkswagen and the Prague International Marathon. Studia sportiva 9:1, pages 131-137.
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Jonathan A. Jensen, Brian A. Turner & Chad D. McEvoy. (2015) Resource valuation of non-profit organizations: the case of the intercollegiate athletics industry. International Review on Public and Nonprofit Marketing 12:2, pages 169-187.
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Norm O’Reilly & Twan Huybers. (2015) Servicing in Sponsorship: A Best-Worst Scaling Empirical Analysis. Journal of Sport Management 29:2, pages 155-169.
Crossref
Ran Liu & Des Thwaites. 2015. Marketing and Consumer Behavior. Marketing and Consumer Behavior 100 115 .
Leah Donlan. (2014) An empirical assessment of factors affecting the brand-building effectiveness of sponsorship. Sport, Business and Management: An International Journal 4:1, pages 6-25.
Crossref
Ran Liu & Des Thwaites. 2014. Strategies in Sports Marketing. Strategies in Sports Marketing 187 202 .

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