Global Sport Sponsorship

ISBN-13: 9781845200800 / Angielski / Twarda / 2005 / 336 str.

John M. Amis; John M. Amis; T. Bettina Cornwell

Opis

Estimated to have an annual worth of $24.8 billion dollars, the global sponsorship industry has become of vital importance to anybody interested in understanding the sport-commerce nexus. This text provides a comprehensive, multi-disciplinary analysis of this relationship. Topics covered include the strategic nature of global sport sponsorship; the role of celebrities in global advertising; the utilization of sponsorship in the construction of global alliances; and more.