Sport, Sponsorship and Public Health

This book examines the development of sport sponsorship and its impact on global public health. It argues that sport governing bodies should not continue to treat fans solely as consumers, and that a more ethical approach should be taken to sport sponsorship.

Drawing on research from sport studies, marketing and public health, the book presents a brief history of advertising and marketing in sport, including the importance of tobacco in the development of sport sponsorship, before exploring ...