... and places the articles in context. Findings Sport provides an effective means of building a positive place brand. By adopting a holistic approach that captures several important dimensions, jurisdictions and brand managers can create an effective strategy that results in various socio-economic benefits...

... and places the articles in context. Findings – Examines the growth in international sport marketing, considers factors such as globalization which have fuelled the process, looks at practical implications and provides research avenues for future exploration. Practical implications – The paper...

... and places the articles in context. Findings For baseball fans, one of the modern legends that has enriched the sport was the success of the success of the Oakland Athletics team of the early 2000s. The team was one of the poorest, had little marquee talent, and yet through the genuinely radical...

... the articles in context. Findings In addition to on‐the‐field competition by athletes and coaching staff, sports teams compete “off‐the‐field” for spectators, consumers, sponsors, media coverage and investors. As such, sports teams are increasingly becoming business entities with professional...

... Emerald Group Publishing Limited 2009 Value added Sports Customers Innovation By using these types of “value co‐creation”, Nike are benefiting in six specific ways: Further Reading Ramaswamy , V. (2008), “ Co‐creating value through customers' experiences: the Nike case...