Sponsorship in Marketing: Effective Partnerships in Sports, Arts, and Events

Now in a fully revised and updated third edition, Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed, and measured.

Drawing on original research and exploring key theory, best practice, and cutting-edge issues, this book fully explains how to implement successful partnerships to achieve branding, communication, and engagement objectives. It covers every important conceptual and functi...