Sport Marketing In The New Millennium

CONSUMER BEHAVIOR IN THE SPORT INDUSTRY; Consumer Behavior Characteristics Associated with the Selection of Extreme Sports Alternatives -- A Comparison of Mountain Climbing, Skydiving, and Scuba Diving; The Psychological Attachment to the Athletic Program and Intention to Purchase Athletic Products by Small-College Athletic Spectators; Teenage Motivations for Sport-Related Consumption in Australia; Generation Y Participation Patterns and Consumer Behaviors in Extreme Sports in Wisconsin; Never Taken for Granted -- Dual Status Model and Functional Location of Race and Ethnicity in Predicting Market Behavior in Sport Business. MEDIA AND ITS MESSAGES; Policing the Beach -- Minimizing the Impact of Ambush Marketing at Beach Volleyball, Athens 2004; Coach Tyrone Willingham and Coach Mike Davis -- A Narrative Analysis of Press Coverage During the 2004-05 Season; Evaluating Sports Sponsorships Through Media Impressions -- Nike Exposure in Sports Illustrated's College Football Coverage. FINANCIAL MATTERS; Ace in the Hole -- Contract Issues in Hole-in-one Promotional Contests; Variable Ticket Pricing and the Effect on Revenue within the National Basketball Association; Subsidizing a New Stadium -- Gauging Public Sentiment through Letters to the Editor. SPONSORSHIP AND SPORT MARKETING; Strategic Alliances in the Sport Industry -- A Case Review of Reebok International and the NFL; The Relationship Between Organisational Structure and Marketing Success -- An Analysis of Australian Rules Football Clubs; To Sponsor or Not to Sponsor -- A Case Study on Nike and Action Sports; Endorser Source Credibility -- Redefining Spokesperson Influence Through Development of the Celebrity-Hero Matrix?(CHM); The Future of Sport Marketing -- Enterprise Sport Marketing Management. BUILDING BRAND AND PROMOTIONAL STRATEGIES; Sport Participants as Consumers -- Why the Corporate World Should Love the Sport of Triathlon; Demonstrating the Strength of a Sports Brand -- The Olympics; Metamorphosis of a Collegiate Athletic Brand -- Creating a Viable Alternative from the Native American Nickname/Mascot Dilemma; The Identification of Benefit Needs of Public Golf Course Consumers -- Building Foundations for Benefit Segmentation; Brand Equity in a Bottle -- The Secret Behind the Montreal Alouettes' Success. SECTION VI -- SPORT MARKETING EDUCATION; Supplementing Sport Marketing Courses -- Projects Which Foster Student Growth and Positive Relations Between the College and the Local Community; Integrating Experiential Learning in Sport Marketing Curriculum.