Journal of Sponsorship

Table of Contents

Volume 1
Issue 1, Sept 2007

Issue 2, Dec 2007

Issue 3, April 2008

Issue 4 - June 2008

Volume 2

Issue 1, November 2008

Editorials: 

• Sponsorship – Apolitical or a political tool?
  Helen Day, Vice Chairman, ESA & Helen Day Consulting

• Sponsorship evaluation
  Norm O'Reilly, Director and Associate Professor, Laurentian University, Canada

General Articles:

• FedExCup sponsorship of new season-long competition delivers for PGA TOUR and TOUR marketing partners
  Chris Smith, Director of Public Relations, PGA TOUR Business

• Advertising and sponsorship returns – the long-term investment plan
  Bernard Chudy, Director of Marketing Science, Millward Brown

• The conflict of selling multiple sponsorships:  The NFL beer market
  Dr John Fortunato, School of Business, Area of Communication & Media Management, Fordham University and Jared Melzer, Sports Marketing Manager, University of Texas

• Brand activation & ROI with Bluetooth in event sponsorship
  Elaine Haines, Commercial Director, Hypertag

• Sport at the heart of marketing: The integration debate
  Jacques Raynaud, Vice-Chairman, Eurosport Group and Eurosport Events

• Managing the sponsorship mix
  Peter Walshe, Global Account Director, Millward Brown

• Strategies for sales of corporate sponsorship programs to the corporate community
  Daniel J. Torla, President, Entertainment Resources

• The balance of rights - getting it right for a major sporting event  
  Bill Cooper, Director of Commercial Rights Management, Vancouver Organising Committee for the 2010 Olympic and Paralympics’ Winter Games

Legal & Regulatory Article:

• The lessons learned from football: Sponsorships, contracts and "right of first refusal"
  Ron Urbach, Partner, Davis & Gilbert

Book review

• ‘The Sponsorship Seeker’s Toolkit’ (3rd Edition) by Kim Skildum-Reid and Anne-Marie Grey
  Reviewed by Nigel Dobson, Director (Sports Development & Services) & Executive Director (S.I.N.I.), University of Ulster, UK