The application of and investment in sponsorship globally has been increasing rapidly for over 20 years while the theoretical development and practical ability to evaluate its effectiveness has lagged behind. A strong theoretical foundation and improved evaluation tools are required. Agency Theory and Performance Measurement are adopted in this regard; articulating the sponsor-sponsee relationship as an example of the principal-agent relationship. This book recognizes the importance of the explicit (formal) and implicit (unwritten) objectives of both sponsor and sponsee in ...

For more than seven years, the incisive commentary of Burton and O'Reilly has graced the pages of SportsBusiness Journal, the industry's leading trade journal. Now, fifty of their most recent columns are collected in one volume, providing thoughtful and deeply knowledgeable insight into many of the industry's most contentious issues. Covering an era in sports that has experienced rapid change, the authors discuss such topics as gender equity, corporate sponsor-ship, collegiate athletics, diversity, and the future of sports. As two of the leading scholars in the business of sports, Burton and...

Sponsorship is a vital area of contemporary sport business. This book offers a concise and practice-focused introduction to sport sponsorship, including an explanation of key concepts, a survey of key tools required to be a successful practitioner, and insights into real-world practice from authors with extensive industry and academic experience.