We welcome you to the second issue of the Journal of Applied Marketing Theory (JAMT) that features articles on Sport Marketing. We hope you find the journal interesting and useful as either an academic or practitioner.

The objective of Journal of Applied Marketing Theory is to provide a forum for academic research that advances marketing knowledge as well as present insight for marketing managers. The focus of the journal is the publication of academic research that offers a link from theory to practice. The journal seeks to publish articles that expand our understanding of marketing issues while also providing value to marketing practitioners. In support of this philosophy, we have emphasized that manuscripts published in the journal provide summaries that present clear transitions from research conclusions to implementation approaches for marketing professionals.

All submissions published in this issue went through a thorough review process. We appreciate that the authors selected JAMT as a forum for their work. We wish to thank all the reviewers for their insightful comments and assistance in improving the submissions.

Our second issue includes some interesting articles from many perspectives on Sport Marketing. We feel that these published works address the interests of both marketing academics and practitioners. We look forward to providing marketing academics and practitioners an outlet for research findings that adds value to both the academic and business communities. We would like to take the opportunity to introduce you to the articles found in this issue.