{"product_id":"sports-sponsorship-principles-and-practices-9780786474318","title":"Sports Sponsorship: Principles and Practices","description":"\u003cp\u003e • Author(s): John A. Fortunato\u003cbr\u003e • Publisher: McFarland \u0026amp; Company\u003cbr\u003e • Publisher Imprint: McFarland \u0026amp; Company\u003cbr\u003e • BISAC: Teaching - Subjects - Physical Education\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e 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.\u003c\/p\u003e\u003cp\u003e Instructors considering this book for use in a course may request an examination copy here.\u003c\/p\u003e","brand":"McFarland \u0026 Company","offers":[{"title":"Paperback","offer_id":47596093898903,"sku":"9780786474318","price":3722.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9780786474318.webp?v=1774992455","url":"https:\/\/atlanticbooks.com\/products\/sports-sponsorship-principles-and-practices-9780786474318","provider":"Atlantic Books","version":"1.0","type":"link"}