Sponsorship in Marketing: Effective Partnerships in Sports, Arts, and Events (3)

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Synopsis
Now in a fully revised and updated third edition, Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed, and measured.Drawing on original research and exploring key theory, best practice, and cutting-edge issues, this book fully explains how to implement successful partnerships to achieve branding, communication, and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including the technology-led transformation of sponsorship, audiences, strategies and objectives, leveraging and activation in traditional and social media, building sponsorship portfolios and rosters, managing and ending relationships, and public policy and legal issues. Every chapter includes international case studies and examples, self-test questions, and examples from real organizations, businesses, campaigns, and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition includes expanded coverage of technology, including digital assets and data; influencers, including name and image likeness (NIL); contracts and “deliverables;” and ethical issues including sportswashing. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life.This is an essential textbook for any course on sponsorship, and invaluable reading for any practitioner working in sport marketing, sport business, events marketing, arts administration, business communication, or marketing management.Additional resources for instructors include slides, videos highlighting concepts, and additional case problems.
Copyright:
2025

Book Details

Book Quality:
Publisher Quality
Book Size:
236 Pages
ISBN-13:
9781040339794
Related ISBNs:
9781003569268, 9781032941608, 9781032941639, 9781000036862, 9781040339763
Publisher:
Taylor & Francis
Date of Addition:
Copyrighted By:
T. Bettina Cornwell
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Sports, Business and Finance
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

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