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Sports Sponsorship : Principles and Practices
by John A. Fortunato


Overview - 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.  Read more...

 
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More About Sports Sponsorship by John A. Fortunato
 
 
 
Overview
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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Details
  • ISBN-13: 9780786474318
  • ISBN-10: 0786474319
  • Publisher: McFarland & Company
  • Publish Date: July 2013
  • Page Count: 228
  • Dimensions: 9.9 x 6.9 x 0.7 inches
  • Shipping Weight: 0.9 pounds


Related Categories

Books > Education > Physical Education
Books > Sports & Recreation > Business Aspects
Books > Business & Economics > General

 
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