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Sports Sponsorship: Principles and Practices
     

Sports Sponsorship: Principles and Practices

by John A. Fortunato
 

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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

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.

Product Details

ISBN-13:
9781476602905
Publisher:
McFarland & Company, Incorporated Publishers
Publication date:
07/31/2013
Sold by:
Barnes & Noble
Format:
NOOK Book
File size:
999 KB

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Meet the Author

John A. Fortunato is a professor at Fordham University in New York in the School of Business, Area of Communication and Media Management. He earned his Ph.D. from Rutgers University.

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