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Sports Sponsorship: Principles and Practices by John A. Fortunato

Sports Sponsorship: Principles and Practices

by John A. Fortunato
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Book cover type: Paperback
  • ISBN13: 9780786474318
  • Binding: Paperback
  • Subject: N/A
  • Publisher: McFarland & Company
  • Publisher Imprint: McFarland & Company
  • Publication Date:
  • Pages: 228
  • Original Price: GBP 28.99
  • Language: English
  • Edition: N/A
  • Item Weight: 409 grams
  • BISAC Subject(s): Teaching / Subjects / Physical Education

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.

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