Call for Papers | “Contemporary Issues in Sports Marketing” | Special Issue of Journal of Strategic Marketing


In 2015, the global sport industry was estimated to be worth $145 billion which accounts for over 3% of the global economic activity (PWC, 2011). Combining its economic impact with its socio-cultural importance in people’s lives and local and wider communities, it is of little surprise that academics have been increasingly interested in studying the sport industry, including its particular functions and peculiarities. Sport marketing was one of the first topics to attract academics’ attention, based on its close relationship with revenue generating activities, for example ticket and merchandise sales, and television coverage. However, it is now widely appreciated as a separate broader and rapidly developing discipline with unique characteristics, covering areas ranging from branding and corporate social responsibility, to service quality and participation.

This special issue centers on examining the marketing function within the blooming sports industry, and more particularly, the marketing policies, strategies and practices developed and adopted in the context of today’s globalised cooperative environment. More specifically, this special issue aims to enrich the sports marketing literature by addressing existing and new research issues preferably from the perspective of the current, rapidly changing, social, technological and economic environment.

Subject Coverage

Potential authors are invited to submit papers related but not restricted to the following topics:

  • Brand management and brand activation in sports
  • Sport sponsorship, activation and leadership
  • Ambush marketing and repercussions in sports
  • Athlete endorsement, activation and measurement
  • Social and new media applications in sports
  • Customer/fan loyalty applications and management
  • Corporate Social Responsibility in sports
  • Service quality and perceived service quality in sports
  • Experiential marketing
  • Integrated Marketing Communications in sports
  • Ethical issues in sport marketing

Important Note: The special issue will include some of the best papers in sport marketing presented at the 4th International Conference on Contemporary Marketing Issues (ICCMI) (June 22-24, 2016, Heraklion, Crete, Greece). Research papers, viewpoints, technical papers, conceptual papers, case studies, literature reviews and general reviews are welcome.


Adamson, G., Jones, W. & Tapp, A., 2006. From CRM to FRM: Applying CRM in the football industry. The Journal of Database Marketing & Customer Strategy Management, 13(2), pp.156-172.
Amis, J., Slack, T. and Berrett, T., 1999. Sport sponsorship as distinctive competence. European journal of marketing, 33(3/4), pp.250-272.
Beech, J.G. and Chadwick, S., 2007. The marketing of sport. Pearson Education.
Chelladurai, P. and Chang, K., 2000. Targets and standards of quality in sport services. Sport Management Review, 3(1), pp.1-22.
Mahan, J.E., 2011. Examining the predictors of consumer response to sport marketing via digital social media. International Journal of Sport Management and Marketing, 9(3-4), pp.254-267.
Manoli, A.E., 2015. Promoting Corporate Social Responsibility in the Football Industry. Journal of Promotion Management, 21(3), pp.335-350.
PWC 2011. Changing the game: outlook for the global sports market to 2015, available from:, accessed on January 31st 2016.


Submission instructions

All papers should be submitted through the Journal’s submission process, i.e. ScholarOne Manuscript Central online submission system. For details on how to submit using Manuscript Central, please, see the (JSM) author guidelines.

Important Dates

  • Submission of papers: August 31st, 2016
  • Notification of acceptance: November 30th, 2016
  • Publication: in 2017

Submission Instructions

When submitting your manuscript, you will be asked to specify whether the manuscript is for a normal issue of the Journal of Strategic Marketing or for this special issue. Please, make sure that you select the Contemporary Issues in Sport Marketing special issue option. Papers must not have been published, accepted for publication, or presently be under consideration for publication elsewhere. A standard double-blind review process will be used to select papers for the special issue.

For any queries, please, contact:

Elisavet Argyro Manoli, Lecturer in Sports Marketing and Communications, School of Sport, Exercise and Health Sciences, Loughborough University, Leicestershire, LE11 3TU, UK,

Editorial information

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