Transnational sport marketing at the global/local nexus: The adidasification of the New Zealand All Blacks. Research Completed

Title

Transnational sport marketing at the global/local nexus: The adidasification of the New Zealand All Blacks.

Lead Author

S J Jackson, R Batty and J Scherer

Organisation(s)

University of Otago

Publication Year

2001

Publisher

International Journal of Sports Marketing & Sponsorship, 3(2).

Contacts

Abstract

This study examines the strategies used, and the challenges faced, by global sport company Adidas as it established a major sponsorship deal with the New Zealand Rugby Football Union. In particular the study focuses on how Adidas ‘localised’ into the New Zealand market, how they used the All Blacks as part of their global marketing campaign and, the resistance they encountered based on claims they were exploiting the Māori haka.

Keywords:

culture, globalisation, marketing and advertising, natinal identity, rugby, sports

Areas of Focus

Views

1576

Added

December 14, 2011