Global Sport SponsorshipJohn Amis, Bettina T. Cornwell Estimated to have an annual worth of US$24.8 billion dollars, the global sport sponsorship industry has become of vital importance to anybody interested in understanding the sport-commerce nexus. Global Sport Sponsorship is the first text to provide a comprehensive, multi-disciplinary analysis of this industry. Leading scholars from marketing, management, sociology, cultural studies, tourism, and gender studies address issues central to current debates in each of these disciplines. Topics covered include the strategic nature of global sport sponsorship; the role of celebrities in global advertising; controversies surrounding conventional norms of what constitutes 'acceptable' sponsorship; the utilization of sponsorship in the construction of global alliances; using sponsorship to negotiate local markets and the development of effective methods of evaluation. Global Sport Sponsorship is essential reading for anyone involved in the practice or academic study of one of the world's largest industries. |
Contents
1 Countries with restrictions on alcohol sponsorship of sports | 31 |
2 Countries with restrictions on tobacco sponsorship of sports | 38 |
Corporate | 67 |
Copyright | |
18 other sections not shown
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action sports adidas alliance ambush marketing Anheuser-Busch associated athletes audience Australia Beckham brand equity campaign celebrity Coca-Cola cola wars commercial companies competition competitors consumers corporate countries cricket cultural David Beckham economic evaluation event owners example fans FIFA World Cup firms football gay and lesbian Gay Games global brand global sponsorship global sport sponsorship Ian Thorpe image transfer impact increased Indian industry International International Olympic Committee Internet investment Jonah Lomu Journal of Advertising Journal of Marketing L(P)(tv/radio/print/bb L(sports leis evnts lesbian Lomu Management marketing communication MasterCard Meenaghan million moral sensitivity Nike official sponsors Olympic Games opportunities organizations participation partners Pepsi potential promotions relationship restrictions rugby soccer social sponsorship effects sporting events Sports Business Sports Marketing sports properties sports sponsors sports tourism sprt & leis strategy suggest Sydney television tobacco sponsorship tourism flows transnational VA(sprt Vodafone X Games