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IJSMS is the world’s leading journal for the sports marketing industry, and provides a vital resource to both academic and industry experts. For academics it is an opportunity to publish the highest quality, peer-reviewed research. Practitioners can use the information to understand how the industry is changing. The Forum Editor’s pick from the current issue: CRAFTING A LEGACY: INVESTIGATING THE RETIRED ATHLETE BRAND IMAGE by Olzhas Taniyev, Brian S. Gordon.