Sports Marketing & Sponsorship
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SMS8_3 CoverKT 10/4/07 15:06 Page 1 ● APRIL 2007 ● VOLUME EIGHT NUMBER THREE International Journal of Sports Marketing & Sponsorship International Journal of Sports Marketing & Sponsorship Spanish & Latino Special Edition Interview Iñaki Urdangarín, former President, 209 Nóos Institute, and former First Vice President, Spanish Olympic Committee ●●●●●● Research Papers The proto-image of Real Madrid: 212 implications for marketing and management Ethnic identification, acculturation and sports 234 ● APRIL 2007 identification of Latinos in the United States A multilevel model analysis of professional 254 soccer attendance in Chile 1990-2002 ● VOLUME EIGHT NUMBER THREE VOLUME The economic impact of support in Spanish 272 professional football Published in association with International Marketing Reports, 7 Greville Road, London NW6 5HY, UK Tel: +44 (0) 20 7372 6561 Fax: +44 (0) 20 7372 6538 Email: [email protected] www.imrpublications.com www.imrpublications.com SMS8_3 PP201-208 Intro(Final) 10/4/07 16:57 Page 111 International Journal of Sports Marketing & Sponsorship Subscriptions The International Journal of Sports Marketing & Sponsorship (ISSN: 1464-6668) is published quarterly. Annual subscriptions: Standard print: £145 US$260 €215 Standard pdf: £115 US$205 €170 Library/multi-site print: £495 US$885 €730 Library/multi-site pdf: £395 US$705 €580 All prices include post and packaging Advertising For all subscription and advertising details contact: Simon Rines, Publisher International Marketing Reports 7 Greville Road London NW6 5HY United Kingdom Tel: +44 (0) 20 7372 6561 Fax: +44 (0) 20 7372 6538 www.imrpublications.com Email: [email protected] Back issues A limited stock of printed back issues is available. Contact IMR for information. Back issues in electronic format are available via the website www.imrpublications.com Information appearing in the International Journal of Sports Marketing & Sponsorship is the sole responsibility of the contributor or advertiser concerned. Accordingly, the publisher, the editorial board, commissioning editor, reviewers and other agents acting on behalf of the publisher accept no responsibility or liability whatsoever from the consequences of any inaccurate or misleading data, opinions or statements. © 2007 International Marketing Reports All rights reserved. No part of this publication may be reproduced, stored in a Published in Association with retrieval system or transmitted in any form by any means electronic, mechanical, photocopying, recording or otherwise without prior written permission of International Marketing Reports Ltd. Production Editor: Kate Targett Designer: Karen Painter Printed and bound in the UK by Cambrian Printers www.imrpublications.com ● APRIL 2007 ● International Journal of Sports Marketing & Sponsorship SMS8_3 PP201-208 Intro(Final) 10/4/07 16:57 Page 202 Contents Introduction Editorial board 204 ●●●●●● By Guest Editor Kimio Kase Editorial 205 Professor of General Management, IESE Business School ●●●●●● University of Navarra, Spain Tel: +34 91 211 3000 Abstracts 206 Email: [email protected] ●●●●●● CONTENTS Editorial policy 207 Why a Spanish and Latino special edition? There are ●●●●●● several reasons. One is the sheer size of the Spanish- Interview influenced region: Latin America covers 21 million square kilometres in 20 countries. It has 549 million Iñaki Urdangarín, former President, Nóos Institute, and inhabitants, speaking mainly Spanish and Portuguese, former First Vice President, Spanish Olympic Committee whose cultural sphere encompasses the US and the Kimio Kase rest of the world. Another is that among today’s ‘big three’ global sports – cricket, baseball and soccer “I think that we are seeing a qualitative improvement – Latin America, Spain and Portugal are the mainstays in how sponsorship-related decisions are being made” of the latter. What’s more, unlike culture-bound 209 cricket, which is practised principally in the ●●●●●● Commonwealth countries, and baseball, which is so Research paper popular in the US and Japan, football has become the universal sport, favoured not only in Europe and Latin The proto-image of Real Madrid: America but also in Asia, Africa and across the globe. implications for marketing and management The contributions here vary greatly in content. Kimio Kase Ignacio Urrutia de Hoyos Barajas and Urrutia analyse support in relation to club Carlos Martí Sanchís Magdalena Opazo Bretón performance, based on research among Spain’s professional league clubs, and propose a model for Branding, values, long-term planning and the use of star managing that support. Ferreira and Bravo take a players to create the world’s number one soccer club multilevel approach to explore the effects and sources 212 of influence for football attendance in Chile. They ●●●●●● argue that at the professional level, attendance in Chile is influenced by team quality, the size of the About IMR home city and by stadium capacity. Kase, Urrutia, Martí and Opazo shed light on the business Publishing phenomenon that was Real Madrid during the presidency of the now-departed Florentino Pérez. International Marketing Reports (IMR) is a market Moving to the Latinos in the US, Harrolle and Trail intelligence publisher in sports marketing, sponsorship examine the relationships between ethnic identity, and digital television. IMR publishes Europe’s highly acculturation and identification with sports. They acclaimed and best-selling sponsorship report contend that ethnic identity has little influence upon Driving Business Through Sport and the most in-depth sport and they discuss the implications for marketing. report on the soccer industry, Football Sponsorship & A helpful addition to these academic analyses is the Commerce. In 2004 IMR took over publication of the interview with Iñaki Urdangarín, former First Vice Journal, relaunched it in the current format and in President of Spain’s Olympic Committee and a leading 2005 appointed Dr Simon Chadwick as editor. official in Spanish sport. 202 International Journal of Sports Marketing & Sponsorship ● APRIL 2007 ● SMS8_3 PP201-208 Intro(Final) 10/4/07 16:57 Page 203 Research paper Book review Ethnic identification, acculturation and sports The Elusive Fan identification of Latinos in the United States Reinventing Sports in a Crowded Marketplace CONTENTS Michelle Gacio Harrolle Galen T. Trail Irving Rein, Philip Kotler & Ben Shields Individual motives for attending events or attaching Reviewed by Paul Kitchin to a team appear to outweigh ethnic identification 280 234 ●●●●●● ●●●●●● Research paper A multilevel model analysis of professional PsycINFO citation database soccer attendance in Chile 1990-2002 The Journal is now indexed in the Mauricio Ferreira Gonzalo Bravo PsycINFO citation database: Analysis of 18 teams participating in Chilean www.apa.org/psycinfo professional soccer tournaments 1990-2002 254 ●●●●●● Back issues Research paper A limited stock of printed The economic impact of support in Spanish back issues is available professional football from IMR. Back issues in electronic format are Angel Barajas Ignacio Urrutia also available from the Analysis of the relationship between attendances Journal archive: and sporting revenues www.imrpublications.com 272 ●●●●●● Consultancy Representation IMR works with rights owners to identify appropriate partners, negotiate rights Research & strategy Through its international deals, and create and sell sponsorship and network of industry, sports, media and academic commercial packages. contacts, IMR has access to market intelligence and information, forecast data and case studies. Rights Contract publishing IMR provides professional print holders, sponsors, agencies and media organisations and web services to help present rights packages and use the company's services for bespoke and desk has knowledge of the content required by potential research and strategic consultancy. sponsors. IMR also offers editorial, design and production services. Building revenue IMR works with rights holders to develop commercial revenue streams through Find out more at: sponsorship, third-party relationships and special projects. www.imrpublications.com ● APRIL 2007 ● International Journal of Sports Marketing & Sponsorship 203 SMS8_3 PP201-208 Intro(Final) 10/4/07 16:57 Page 204 Editorial board Editor Dr Simon Chadwick Clore Management Centre, Birkbeck College, University of London, Malet Street, London WC1E 7HX, UK Tel: +44 (0) 20 7079 0802 Fax: +44 (0) 20 7631 6769 Email: [email protected] Dr John Amis Adrian Hitchin Dr André Richelieu Memphis University, US SponsorMetrix Ltd, UK Laval University, Canada [email protected] [email protected] [email protected] EDITORIAL BOARD Dr Cheri Bradish Martin Horn Dr Dennis Sandler Brock University, Canada DDB Needham, US Pace University, US [email protected] [email protected] [email protected] Dr Sue Bridgewater Professor Hooi Den Huan Dr Nicola Sauer Warwick Business School, UK Nanyang Technological University, University of Mannheim, Germany [email protected] Singapore [email protected] [email protected] Dr Laurence Chalip Professor Trevor Slack University of Texas, US Prof Frank Go University of Alberta, Canada [email protected] Erasmus University, Netherlands [email protected] [email protected] Professor Dae Ryun Chang Professor David Snyder Yonsei University, South Korea Dr Kimio Kase State University of New York, US [email protected] IESE Business School, Spain [email protected] [email protected]