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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.

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.

As organizational scholars, we are accustomed to using theoretical lenses to understand organizational practices and outcomes. That is, we conceptualize what people do, feel and think in their everyday organizational interactions through the use of theoretical language and models to uncover individual and/or social antecedents and outcomes. We tend to ignore, however, how our own day-to-day work as scholars - doing research - is subjected to the same pressures, affected by similar factors, and should be accounted for through similar modes of analyses. We treat our studies and theories as...