Strategic Sport Marketing: Sport Sponsorship & Endorsements
Academic Journal Articles
Vredenburg, Jessica and Marilyn Giroux (2018), “What Did Ryan Lochte Do? The Double-Edged Sword of Endorsers Behaving Badly," International Journal of Sports Marketing and Sponsorship 19(3), 290-305.
Vredenburg, Jessica, Harrie Vredenburg, Kate Daellenbach, and Urs S. Daellenbach (2015), “Sport Sponsorship, Brand Association and Regulation: Tobacco Firms using Classical Conditioning Theory to Skirt Regulation,” International Journal of Public Law and Policy, 5(2), 137-162.
Academic Book Chapters
Mobberley, Luke and Jessica Vredenburg (2023), “Athlete Endorsement and the Business of Sports Amid Covid-19: Lessons from a Digital Media Consumption Enquiry”. In B. Mastromartino & J. J. Zhang (Eds.), Digital Marketing in Sports: Global Perspectives (chapter 11). London, UK: Routledge.
MacDonnell Mesler, Rhiannon, Katie Howie, Jessica Vredenburg, and Jennifer Chernishenko (2022), “Athlete-Brand Relationships in the Era of ‘Cancel Culture’”. In R. M. Crabtree, & J. J. Zhang (Eds.) Strategic Sport Marketing: Global Inquires. London, UK: Routledge.
Expert Analysis Articles
Giroux, Marilyn and Jessica Vredenburg (2019), “Nick Kyrgios on probation: can controversial athletes sell a sport or are they bad for the business?” The Conversation.
Giroux, Marilyn and Jessica Vredenburg (2018), “Women in sports: Double standards a double fault?” The Conversation.
TV
October 26, 2022
Interview with Newshub regarding superbrand Adidas (and others) cutting ties with Kanye West ('Ye') over harmful antisemitic remarks. Touching on notions of brand partnerships & transfer of associations, importance of brand purpose and public platforms as facilitators of anti-social behaviour but also self-regulation.
October 9, 2019
I sat down with Breakfast host Hayley Holt to talk about bad boys in sport and whether controversial athletes can sell a sport or if they're bad for business. This is based off of co-authored research with colleague Marilyn Giroux at AUT.
Print and Radio
December 9, 2021, Radio New Zealand: Spotlight still shining on Black Caps spinner Ajaz Patel: Athlete branding opportunities
August 23, 2021, Radio New Zealand: Interview with Clay Wilson about All Whites considering name change to be more inclusive.
June 16, 2021, Newstalk ZB: Discussed with Heather du Plessis-Allan the changing world of sport sponsorship as athletes push the boundaries of traditional sponsoring brand activations with increasing importance placed on authentitiy: The Cristiano Ronaldo Coca-Cola snub at the Euro 2020.
June 11, 2021, Radio New Zealand: Quoted expert discussing athletes and social media amid cancel culture: the case of English cricketer Ollie Robinson. What are the lessons for athletes when it comes to social media (my commentary begins at 16:05).
April 8, 2018, Stuff: How sports stars and reputation feed off each other
June 1, 2018, Radio New Zealand: Quoted expert commenting on the new All Blacks documentary which will both push the All Blacks' brand internationally but also Amazon-Prime's brand in New Zealand.