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Global Sport Sponsorship

Global Sport Sponsorship

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Estimated to have an annual worth of USD24.8 billion dollars, the global sport sponsorship industry has become of vital importance to anybody interested in understanding the sport-commerce nexus. 'Global Sport Sponsorship' provides a comprehensive, multi-disciplinary analysis of this industry.
Chapter 1: Sport Sponsorship in a Global Age John Amis T. Bettina Cornwell Chapter 2: Historical hangovers or burning possibilities: Regulation and adaptation in global tobacco and alcohol sponsorship Robert Sparks, Timothy Dewhirst, Shannon Jette, and Amanda Schweinbenz Chapter 3: The Spatial Logics of Global Sponsorship: Corporate Capital, Cola Wars Cricket Michael Silk David Andrews Chapter 4: Global adidas: Sport, Celebrity, and the Marketing of Difference Andrew D. Grainger, Joshua I. Newman David L. Andrews Chapter 5: Sports Sponsorship and Tourism Flows Mike Weed Chapter 6: The [E-]Business of Sport Sponsorship Detlev Zwick Oliver Dieterle Chapter 7: Global Sport Sponsorship: Towards a Strategic Understanding Don Roy Chapter 8: Image Transfer in Global Sport Sponsorship: Theoretical Support and Boundary Conditions Kevin Gwinner Chapter 9: Using the Olympics and FIFA World Cup to Enhance Global Brand Equity: A Case Study of Two Companies in the Payment Services Category Robert Madrigal, Colleen Bee Monica LaBarge Chapter 10: Alternative Global Avenues: Action Sports and Events James Gladden Mark McDonald Chapter 11: Ambush Marketing: Research and Management Implications Janet Hoek Chapter 12: Building International Alliances through Sponsorship: An Exploratory Investigation Francis Farrelly Pascale Quester Chapter 13: Evaluating Sponsorship Effects Tony Meenaghan Chapter 14: While the rich get richer Challenging inequities in conventional sport sponsorship Sally Shaw Chapter 15: Gay Games or Gay Olympics? Corporate Sponsorship Issues Helen Jefferson Lenskyj Chapter 16: Conclusion: What now? What's next? T. Bettina Cornwell John Amis
Estimated to have an annual worth of $24.8 billion dollars, the global sponsorship industry has become of vital importance to anybody interested in understanding the sport-commerce nexus. This text provides a comprehensive, multi-disciplinary analysis of this relationship. Topics covered include the strategic nature of global sport sponsorship; the role of celebrities in global advertising; the utilization of sponsorship in the construction of global alliances; and more.

Mehr zum Thema

    Business / Economics / Finance; BUSINESS & ECONOMICS / International / General; SPORTS & RECREATION / General

Produktdetails

Autor: John M. Amis
ISBN-13: 9781845200817
ISBN: 1845200810
Einband: Taschenbuch
Seiten: 326
Gewicht: 549 g
Format: 235x160x19 mm
Sprache: Englisch
Editiert von: John M. Amis, T. Bettina Cornwell
John Amis is Associate Professor in the Department of Human Movement Sciences and Education, The University of Memphis.T Bettina Cornwell is Professor of Marketing in the UQ Business School at the University of Queensland.

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Autor: John M. Amis
ISBN-13:: 9781845200817
ISBN: 1845200810
Verlag: BERG PUBL INC
Gewicht: 549g
Seiten: 326
Sprache: Englisch
Sonstiges: Taschenbuch, 235x160x19 mm