G OCTOBER 2006 G VOLUME EIGHT NUMBER ONE Inter national Jour nal of Spor ts Marketing & Sponsorship International Journal of Sports Marketing & Sponsorship Broadcasting, technology and the media Interview Research Papers with Bjørn Taalesen Willingness to pay for soccer reports on Sports Editor TV 2, Norway 11 the internet 16 An exploration of motives in sport G GGGGG video gaming 34 Case Studies Forecasting the importance of media Moneyball as a supervening necessity for the adoption of player tracking technology in sport: the case of the technology in professional hockey 47 televised ice hockey product in Canada 82 G OCTOBER 2006 Analysing the effects of advertising Considering entertainment-games websites in type and antecedents on attitude sports marketing: the case of Stick Cricket 98 towards advertising in sport 62 GGGGGG G VOL UME EIGHT NUMBER ONE 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 International Journal of Sports Marketing & Sponsorship Subscriptions The International Journal of Sports Marketing & Sponsorship (ISSN: 1464-6668) is published quarterly. 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Production Editor: Kate Targett Design: Karen Painter www.imrpublications.com Printed and bound in the UK by Cambrian Printers G OCTOBER 2006 G International Journal of Sports Marketing & Sponsorship Contents Editorial board 4 Interview GGGGGG Introduction 5 Bjørn Taalesen, Sports Editor TV 2, Norway GGGGGG Knut Helland Editorial 6 GGGGGG On football rights and striking a balance in CONTENTS broadcasting between journalism and marketing Abstracts 7 G GGGGG 11 Editorial policy 9 GGGGGG GGGGGG “If predicting the nature of Research paper technological change is the Willingness to pay for soccer reports on the internet most important challenge Sven Theysohn we face, then identifying The potential for developing club revenue using how we can engage with match streaming services and video highlight reports technology for the benefit to market games worldwide of sport has to be next 16 up on the list” GGGGGG Simon Chadwick, Editor 6 G G G G G G Research paper An exploration of motives in sport video gaming Yongjae Kim Stephen D. Ross Players in the virtual environment – motivation of fans, gender differences, marketing potential and future research opportunities 34 GGGGGG International Journal of Sports Marketing & Sponsorship G OCTOBER 2006 G Research paper Case study Moneyball as a supervening necessity for the Forecasting the importance of media technology in CONTENTS adoption of player tracking technology in sport: the case of the televised ice hockey product professional hockey in Canada Daniel S. Mason Norm O’Reilly Ryan Rahinel The viability of tracking technology for statistical Which of five key technologies will have the greatest analyses for use in media content development, impact upon the televised ice hockey product? coaching enhancement and Moneyball management 82 47 GGGGGG GGGGGG Case study Research paper Considering entertainment-games websites in sports marketing: the case of Stick Cricket Analysing the effects of advertising type and antecedents on attitude towards advertising in sport Paul Kitchin Gregg Bennett Mauricio Ferreira Should games sites be viewed as sporting properties? Yosuke Tsuji Ron Siders Beth Cianfrone What the sports marketing industry can learn from a portal that has 2 million unique visitors per month Comparison of television commercials and virtual advertising in a sports broadcast setting 98 62 G GGGGG GGGGGG Back issues A limited stock of printed back issues is available from the publisher. Back issues in electronic format are also available from the Journal archive at www.imrpublications.com G OCTOBER 2006 G International Journal of Sports Marketing & Sponsorship 3 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] Editorial board Dr Paolo Guenzi Mike Reynolds Bocconi University, Italy Sportsmatch, UK EDITORIAL BOARD [email protected] [email protected] Dr John Amis Memphis University, US Adrian Hitchin Dr André Richelieu [email protected] SponsorMetrix Ltd, UK Laval University, Canada [email protected] [email protected] Dr Cheri Bradish Brock University, Canada Martin Horn Dr Dennis Sandler [email protected] DDB Needham, US Pace University, US [email protected] [email protected] Dr Sue Bridgewater Warwick Business School, UK Professor Hooi Den Huan Dr Nicola Sauer [email protected] Nanyang Technological University, University of Mannheim, Germany Singapore [email protected] Dr Laurence Chalip [email protected] University of Texas, US Professor Trevor Slack [email protected] Dr David Hudson University of Alberta, Canada De Montfort University, UK [email protected] Professor Dae Ryun Chang [email protected] Yonsei University, South Korea Professor David Snyder Dr Kimio Kase [email protected] State University of New York, US IESE Business School, Spain [email protected] Professor Bettina Cornwell [email protected] Dr Robert Sparks University of Queensland, Australia Professor Thierry Lardinoit University of British Columbia, Canada [email protected] ESSEC, France [email protected] Nigel Currie [email protected] Joint Chairman, The European Jamie Magraw Dr David Stotlar Sponsorship Association, UK Sweat the Assets, UK University of Northern Colorado, US [email protected] [email protected] [email protected] Professor Michel Desbordes Dr Heath McDonald Dr Linda Trenberth University Marc Bloch Deakin University, Australia Birkbeck College, University of London, UK Strasbourg, France [email protected] [email protected] [email protected] Professor Tony Meenaghan Dr Des Thwaites Svend Elkjaer University College Dublin, Ireland University of Leeds, UK Sport Marketing Network, UK [email protected] [email protected] [email protected] Charles Nixon Professor Herbert Woratschek Dr Francis Farrelly Cambridge Marketing Colleges/ University of Bayreuth, Germany Monash University, Australia Chartered Institute of Marketing, UK [email protected] [email protected] [email protected] Nigel Geach Dr Frank Pons Sports Marketing Surveys, UK University of San Diego, US Books editor [email protected] [email protected] Professor Stephen Greyser Dr Pascale Quester Dr John Beech Harvard Business School, US University of Adelaide, Australia Coventry University, UK [email protected] [email protected] [email protected] 4 International Journal of Sports Marketing & Sponsorship G OCTOBER 2006 G Introduction Broadcasting, technology and the media By Guest Editor Associate Professor Harry Arne Solberg Trondheim Business School, Sør-Trøndelag University College, Norway INTRODUCTION Email: [email protected] It has been a pleasure to edit this issue of the Journal more traditional uses of the media. Research on broadcasting, technology and the media, and I opportunities and managerial implications for using would like to thank Paul Turner and the 27 reviewers video games in developing a more creative and who helped me in bringing this special edition to interactive communication tool are discussed. publication. The third paper explores the development of tracking Many papers were submitted – and several technology in ice hockey, and considers the social resubmitted – and we have increased the number of pressures affecting the successful adoption and use of papers published to six to reflect the quality of the this technology. Mason argues that the emergence of work we received. Moneyball management, where statistical analyses of The edition starts with an interview with data are used to evaluate team and player Bjørn Taalesen, Sports Editor of TV 2, a Norwegian performance, has created a new