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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).
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