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Mega-sporting events and international marketing in emerging markets: Advertising patterns and market strategies of Beijing Olympic Games´sponsoring partners
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
2013 (English)In: Shõgaku ronsan, ISSN 0286-7702, Vol. 54, no 3-4, 41-77 p.Article in journal (Refereed) Published
Abstract [en]

Sponsorship of mega-sporting events such as the Olympic Games the Football World Cup has become a multi-million dollar business. Established multinational enterprises and brands such as GE, VW or Coca-Cola use such events as an international marketing platform. But sponsoring mega-sporting sporting event has also developed as a strategic way for local companies to enter new markets or to prove themselves as being ready for the world market. This is especially the case, when the event takes place in an emerging market. Most sport sponsorship research has focused on the markets in North America, Europe or Australia, thus covering a different economic development and representing not the same market conditions. This research aims to fill the gap by describing and analysing the advertising behaviour of the sponsoring partners to the Beijing Olympic Games in 2008. A means-objective framework of sponsoring focussing on six factors was applied to analyse 739 advertisements, articles and press releases collected from Chinese newspapers and Chinese official web pages between 2001 and 2008. By applying a qualitative content analysis, we discovered eight dominant means-objectives combinations leading to different sponsor advertising strategies depending on the lead time to the Olympic Games and the level of internationalization of the sponsoring company.

Place, publisher, year, edition, pages
2013. Vol. 54, no 3-4, 41-77 p.
Keyword [en]
Sport marketing, sport sponsoring, Olympic Games, China
National Category
Business Administration
URN: urn:nbn:se:su:diva-107059OAI: diva2:807122

In English: The Journal of Commerce

Available from: 2015-04-22 Created: 2014-09-02 Last updated: 2015-05-04Bibliographically approved

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