...Hans M. Westerbeek; Paul Turner; Lynley Ingerson Hallmark sporting events often are commercially driven entertainment entities which represent an economically important part of the overall sport industry. Because of the high popularity of international sporting contests, hallmark sporting events...

... scales for three attitudinal constructs: attitude towards the event; attitude towards commercialization; and attitude towards behavioural intent. Results show that the three constructs consistently appear across three global sports events. Discusses future research agenda and managerial implications...

...Spence L. Wise; Morgan P. Miles Corporate sponsorship of sporting and cultural events has emerged as a critical component of global promotion strategy. Global sponsorship by multinationals could be made more cost‐effective with similar and generally consistent taxation legislation worldwide...