Sports Sponsorship

Sports Sponsorship

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This book focuses on how the sponsorship of sports works: the costs, the goals, evaluation and selection of the property a sponsor chooses, how to activate a sponsorship, how to create a brand association, public relations and brand image possibilities. Anything is possible in a sponsorship, it is simply what the sponsor and the property can agree to during their negotiations. There is, for example, the opportunity for product category exclusivity--no competing brand at a particular location. With the audience being harder to reach because of technology, sponsorship continues to be a viable way to obtain brand exposure and better connect a brand with a consumer. With global sponsorship spending totaling more than $51 billion, it is clear that many companies see this as an important promotional communication strategy.Celebrity endorsement: A literature review. journal ofMarketing Managea€” ment, 15(4), 2914314. , M. Baker, and S. Tagg. (2001). ... Return on trust: An empirical study of the role of sponsorship in stimulating consumer trust and loyalty. journal of Sponsorship, 3(1), 61472. Fink, S., G. B. ... (2013, January 14420). Persistence pays off as MLB and Ta€”Mobile overcome complexities of partnership. Street Acanbsp;...

Title:Sports Sponsorship
Author: John A. Fortunato
Publisher:McFarland - 2013-07-31

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