David Stotlar

Olympic sponsorship: evolution, challenges and impact on the Olympic Movement

Over the past decade, the Olympic Movement has become increasingly dependent upon financial support provided by corporate sponsors. This study explores the evolution of the Olympic sponsorship programme, presents current and future marketing strategies employed by sponsors, and discusses major challenges within the programme.

Introduction: New perspectives in sport event marketing

Sport events are innumerable and diverse. They could be global, national or local, but they constitute social facts generating an emotional experience for the stakeholders involved. These differ in particular by their format, governance, goals and their social, economic and environmental impact. The interaction between sporting events and public organisations presents an array of opportunities and issues that sport event managers must consider. This is best handled through the network of stakeholders that emerges from the event-public organisation dynamic. This introduction considers this perspective in some detail before introducing the papers in the special issue.

An Interview with Ron Seaver, President and CEO of Seaver Marketing Group

Ron Seaver is in a unique position within the sport industry. He has worked on both sides of the sponsorship business, selling sponsorships for teams and assisting corporations in securing productive sponsorship. In his current role as President and CEO of Seaver Marketing Group, Ron is working to bring all parties in the sponsorhip industry together. Here he talks to Dr David Stotlar, of the University of Northern Colorado, sharing his experience and his insights.