Institute for Sports Marketing

Overview

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The Institute for Sport Marketing (ISM) is a research center at Laurentian University, in Sudbury, Ontario, Canada, specializing in sport marketing and management research. Since its launch in 2001, the ISM has collaborated with sport organizations, agencies, cities, charities, corporations, and municipalities on applied research projects to find better ways to resource sport in Canada. The ISM continually strives towards two main goals: to publish in peer-reviewed management journals, and to provide useful information to its partners.

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Active:

##apegoraro##, B.A., Grad. Dip., MBA, PhD

Director, Institute for Sport Marketing & School of Sports Administration, Laurentian University

 

Past:

Tyler Aird

Research Associate Alumnus, Institute for Sport Marketing

 

Steven Ayer

Research Associate Alumnus, Institute for Sport Marketing

 

Pierre Huneault

Research Associate Alumnus, Institute for Sport Marketing

 

Bridget Leonard

Research Associate Alumna, Institute for Sport Marketing

 

Chris Pirie

Research Associate Alumnus, Institute for Sport Marketing

 

Jeremy Rody

Research Associate Alumnus, Institute for Sport Marketing

 

Anne Parisé

Research Associate Alumna, Institute for Sport Marketing

 

Scott Gauvreau

Research Associate Alumnus, Institute for Sport Marketing

 

Nick Hodge

Research Associate Alumnus, Institute for Sport Marketing

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Pegoraro, A. and Jinnah, N. (2012) The impact of professional athletes’ use of Twitter on current and potential sponsorship opportunities. Journal of Brand Strategy 1, 85-97.

 

O’Reilly, N., Ayer, S., Pegoraro, A., Leonard, B. and Rundle-Thiele, S. (2012) Toward an Understanding of Donor Loyalty: Demographics, Personality, Persuasion, and Revenue. Journal of Nonprofit & Public Sector Marketing, 24:1, 65-81

 

Nadeau, J., Pegoraro, A., O’Reilly, N., Jones, D.F. and Carvalho, P. (2011) Community Reflections and Attendance in Professional Sport: Diversity and Team-Market Congruence Journal of Sport Management 25 169-180

 

Pegoraro, A. (2010) Look Who’s Talking—Athletes on Twitter: A Case Study International Journal of Sport Communication 3, 501-514

 

Pegoraro, A., Ayer, S and O’Reilly, N. (2010) Consumer Consumption and Advertising through Sport. American Behavioral Scientist. 53; 1454-1475

 

Pegoraro, A., O’Reilly, N. and Giguere, M. (2009) Online and Off-Line Advertising During March Madness: Which Companies Drive Consumers to the Web? International Journal of Sport Communication. Vol. 2, 466-483

 

Pegoraro, A. (2009) Women’s brands and sponsorship, Guest Editorial, Journal of Sponsorship, Vol 2 (4)

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ISM Partners

SportLink and ISM Partner to study economic impact of sport events. Currently the ISM and SportLink are teaming up to investigate the economic impact of sport events in the Greater Sudbury area. This project will also provide insight into events to target for the future. ISM is very pleased to be working with such a strong community lead group like SportLink and looks forward to continuing to contribute to the growth the sport industry in Greater Sudbury.

 

Gatorade Partnership Project

One of the ISM’s current primary research focuses is the Gatorade partnership project. In July 2008, the ISM signed a contract for a 36-month research partnership with Pepsi-QTG (Canada), to complete research projects with a specific focus on the Gatorade brand family. Pepsi-QTG, SDI Marketing, and the ISM are collaborating to further develop knowledge and best practices for students and future practitioners of sport marketing and sponsorship. The key to this development is the research-based approach that the ISM can provide.

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