Sports Sponsorship

Principles and Practices

Nonfiction, Sports, Reference
Cover of the book Sports Sponsorship by John A. Fortunato, McFarland & Company, Inc., Publishers
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: John A. Fortunato ISBN: 9781476602905
Publisher: McFarland & Company, Inc., Publishers Publication: August 3, 2013
Imprint: Language: English
Author: John A. Fortunato
ISBN: 9781476602905
Publisher: McFarland & Company, Inc., Publishers
Publication: August 3, 2013
Imprint:
Language: English

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. Instructors considering this book for use in a course may request an examination copy here.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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. Instructors considering this book for use in a course may request an examination copy here.

More books from McFarland & Company, Inc., Publishers

Cover of the book The Divine Feminine in Ancient Europe by John A. Fortunato
Cover of the book The Flame Within by John A. Fortunato
Cover of the book Doctor Who and History by John A. Fortunato
Cover of the book Contemporary Dance in Cuba by John A. Fortunato
Cover of the book They Sing the Wedding of God by John A. Fortunato
Cover of the book Chivalric Stories as Children's Literature by John A. Fortunato
Cover of the book Rebels in the Rockies by John A. Fortunato
Cover of the book How to Make Movies by John A. Fortunato
Cover of the book The Digital Age Detective by John A. Fortunato
Cover of the book The Rhodesian Air Force in Zimbabwe's War of Liberation, 1966-1980 by John A. Fortunato
Cover of the book The 1990s Teen Horror Cycle by John A. Fortunato
Cover of the book Lynchings in Kansas, 1850s-1932 by John A. Fortunato
Cover of the book Katherine V. Forrest by John A. Fortunato
Cover of the book Feminism in the Worlds of Neil Gaiman by John A. Fortunato
Cover of the book The Trojan War by John A. Fortunato
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy