导语：为纪念冬季奥林匹克运动会诞辰一百周年，迎接2026年米兰-科尔蒂纳丹佩佐冬奥会的到来，深入系统开展冬奥、冰雪经济等主题研究，International Journal of Sports Marketing and Sponsorship正式启动“Winter Olympics and Sports Marketing”特刊征稿，欢迎海内外专家学者惠赐稿件。详细信息如下：
Call for Papers
Special Issue: Winter Olympics and Sports Marketing
Guest Editors
Drs. Yufei Bai, Hemin Song, and James J. Zhang
Submission Deadline: July 15, 2025
Submission Link
https://www.emeraldgrouppublishing.com/calls-for-papers/winter-olympics-and-sports-marketing
Since the inaugural Winter Olympic Games were held in Chamonix, France in 1924, it has been a century. Over this period of exactly 100 years, the world has seen tremendous growth in the popularity of winter sport activities, participations, and competitions. Being the largest ice and snow mega-event, the Winter Games’ growing global reach and diverse audience make it an attractive target for multinational corporations and local businesses alike, seeking to boost their brand visibility and consumer engagement (Rutter et al., 2020). However, previous studies on Olympic marketing have mainly focused on the Summer Olympics (e.g., Chalip, 1992; Chanavat & Desbordes, 2014; Zheng et al., 2024); to date, studies on the bidding, staging, and marketing of Winter Olympic Games are rather sporadic (Billings et al., 2019; Park et al., 2020; Quan et al., 2024; Roy & Graeff, 2003). Due to winter sports’ reliance on specific weather conditions and environments, operations and consumptions of the Winter Games can be distinctive (e.g., ticket sales, spectatorship, and equipment rental related to alpine skiing) from the Summer Games. This necessitates further research attention to the characteristics of operation, consumption, and marketing activities associated with the Winter Olympic Games. In particular, the interconnections between the Winter Olympics and climate change also merit increased research attentions (Scott et al., 2023).
The relationships of the Winter Olympic Games with other social institutions and areas, such as culture, education, economy, and environment, are reciprocal; each has influenced one another (Kim et al., 2021; Liu et al., 2017; Müller et al., 2021). With the conclusion of the 2024 Paris Summer Games, the 2026 Milan-Cortina Winter Games will soon be on the agenda. The objective of this International Journal of Sport Marketing and Sponsorship special issue is to stimulate and promote more research investigations in an effort to advance the understanding about the Winter Olympic Games’ bidding, staging, operating, and marketing practices. We encourage the use of diverse theories and methodologies in empirical investigations. Additionally, in an effort to better understand the unique perspectives of the Winter Olympic Games, this special issue particularly welcomes studies that reveal differences between the Winter and Summer Olympic Games. All in all, topics of interest include all perspectives of bidding, staging, and marketing of the Winter Games, such as the following:
• Factors affecting the success or failure of bidding for hosting the Winter Games
• Logistic considerations when staging and programming of Winter Olympic Games
• Cultural elements incorporated into various facets of event design and operations
• Ticket sales and global promotions
• Sustainability practices at the Winter Olympics
• The ecological consequences and initiatives sparked by the Winter Olympics
• Economic impact of the Winter Olympics
• Resident well-being and the Winter Olympics
• Consumption patterns during the Winter Olympics
• The Winter Olympics mascot merchandising
• The influence of cultural themes on Winter Olympic merchandise design
• Tourism development post-Winter Olympics
• Volunteer experiences at the Winter Olympics
• The Winter Olympics media coverage
• The Winter Olympics and digital engagement
• Effectiveness of targeted advertising campaigns during the Winter Olympics
• The legacy impact of the Winter Olympics on host city brand image
• The long-term usage and sustainability of the Winter Olympic facilities
• Consumer loyalty to the Winter Olympic sponsors and partners
• The Winter Olympics sponsorship activation strategies
• The Winter Olympics and ice and snow economy
• Ice and snow events and sports industry development
• Sustainable development of ice and snow consumption
• The Winter Olympics and sports tourism
Submission Guidelines
Manuscripts should be prepared in accordance with the International Journal of Sports Marketing and Sponsorship’s submission requirements (https://www.emeraldgrouppublishing.com/journal/ijsms), which are highlighted in the following:
• All articles should be written primarily to inform senior practitioners and academics involved in sports marketing.
• Articles that detail the results of original work and detailed case studies are accorded high priority.
• Research articles should be well grounded conceptually and theoretically, and be methodologically sound.
• Qualitative and quantitative pieces of research are equally appropriate.
• Manuscripts should normally total approximately 8,000 words.
• All submissions must include a structured abstract. The maximum length of your abstract should be 250 words in total, including keywords and article classification
• All research papers submitted will be peer reviewed, usually by two or more reviewers. Authors will normally receive a decision regarding publication within six to 12 weeks.
• Manuscripts must not be submitted to another journal while they are under review by the IJSMS, nor should they have been previously published.
• The guest editors are keen to discuss and advise on proposed research projects, but this is no guarantee of publication.
References
Billings, A., Brown-Devlin, N., Brown, K. and Devlin, M. B. (2019), "When 18 days of television coverage is not enough: A six-nation composite of motivations for mobile device use in 2018 winter olympic games", Mass Communication and Society, Vol. 22 No. 4, pp. 535-557.
Chalip, L. (1992), "The construction and use of polysemic structures: Olympic lessons for sport marketing", Journal of Sport Management, Vol. 6 No. 2, pp. 87-98.
Chanavat, N. and Desbordes, M. (2014), "Towards the regulation and restriction of ambush marketing? The first truly social and digital mega sports event: Olympic games, london 2012", International Journal of Sports Marketing and Sponsorship, Vol. 15 No. 3, pp. 2-11.
Kim, M., Park, S. and Kim, S. (2021), "The perceived impact of hosting mega-sports events in a developing region: The case of the pyeongchang 2018 winter olympic games", Current Issues in Tourism, Vol. 24 No. 20, pp. 2843-2848.
Liu, D., Hautbois, C. and Desbordes, M. (2017), "The expected social impact of the winter olympic games and the attitudes of non-host residents toward bidding", International Journal of Sports Marketing and Sponsorship, Vol. 18 No. 4, pp. 330-346.
Müller, M., Wolfe, S. D., Gaffney, C., Gogishvili, D., Hug, M. and Leick, A. (2021), "An evaluation of the sustainability of the olympic games", Nature Sustainability, Vol. 4 No. 4, pp. 340-348.
Park, J., Kim, M., Nauright, J. and Kim, Y. H. (2020), "Sport event tourists’ (set’s) behavior: A case study of the pyeongchang winter olympics", International Journal of Sports Marketing and Sponsorship, Vol. 21 No. 2, pp. 267-284.
Quan, Z., Qian, W. and Mao, J. (2024), "The impact of mascot attributes on sponsorship effectiveness the case of “bing dwen dwen” at the beijing winter olympics", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 4, pp. 1024-1042.
Roy, D. P. and Graeff, T. R. (2003), "Influences on consumer responses to winter olympics sponsorship", International Journal of Sports Marketing and Sponsorship, Vol. 4 No. 4, pp. 67-87.
Rutter, R., Nadeau, J., Aagerup, U. and Lettice, F. (2020), "The olympic games and associative sponsorship", Internet Research, Vol. 30 No. 1, pp. 85-107.
Scott, D., Knowles, N. L. B., Ma, S., Rutty, M. and Steiger, R. (2023), "Climate change and the future of the olympic winter games: Athlete and coach perspectives", Current Issues in Tourism, Vol. 26 No. 3, pp. 480-495.
Zheng, J., Oh, T., Dickson, G., Hedlund, D. P., Zhong, T. and De Bosscher, V. (2024), "Market share instability and market concentration: A sport/discipline-specific study of the summer olympic games 1992–2020", Sage Open, Vol. 14 No. 2, pp. 21582440241244972.
Contact Details for the Guest Co-Editors:
Dr. Yufei Bai, Professor
School of Management
Beijing Sport University
No. 48 Xinxi Road, Haidian District, Beijing, P. R. China
Tel. (86) 010-62988249
Email: baiyufei@bsu.edu.cn
Dr. Hemin Song, Associate professor
School of Management
Beijing Sport University
No. 48 Xinxi Road, Haidian District, Beijing, P. R. China
Tel. (86) 010-62988249
Email: songhemin@bsu.edu.cn
Dr. James J. Zhang, Professor
Department of Kinesiology
University of Georgia
Athens, Georgia 30602, USA
Tel. (01) 352-262-8999
Email: jamesz48@uga.edu
