Global Sport Sponsorship
Series: Sport Commerce and Culture;
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17 202 Ft
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Product details:
- Publisher Berg Publishers
- Date of Publication 1 July 2005
- Number of Volumes Paperback
- ISBN 9781845200817
- Binding Paperback
- No. of pages336 pages
- Size 234x156x18 mm
- Weight 476 g
- Language English
- Illustrations bibliography, index 0
Categories
Long description:
Estimated to have an annual worth of US$24.8 billion dollars, the global sport sponsorship industry has become of vital importance to anybody interested in understanding the sport-commerce nexus. Global Sport Sponsorship is the first text to provide a comprehensive, multi-disciplinary analysis of this industry. Leading scholars from marketing, management, sociology, cultural studies, tourism, and gender studies address issues central to current debates in each of these disciplines. Topics covered include:the strategic nature of global sport sponsorship;the role of celebrities in global advertising;controversies surrounding conventional norms of what constitutes 'acceptable' sponsorship;the utilization of sponsorship in the construction of global alliances;using sponsorship to negotiate local markets;the development of effective methods of evaluation.Global Sport Sponsorship is essential reading for anyone involved in the practice or academic study of one of the world's largest industries.
MoreTable of Contents:
Chapter 1: Sport Sponsorship in a Global Age
John Amis T. Bettina Cornwell
Chapter 2: Historical hangovers or burning possibilities: Regulation and adaptation in global tobacco and alcohol sponsorship
Robert Sparks, Timothy Dewhirst, Shannon Jette, and Amanda Schweinbenz
Chapter 3: The Spatial Logics of Global Sponsorship: Corporate Capital, Cola Wars Cricket
Michael Silk David Andrews
Chapter 4: Global adidas: Sport, Celebrity, and the Marketing of Difference
Andrew D. Grainger, Joshua I. Newman David L. Andrews
Chapter 5: Sports Sponsorship and Tourism Flows
Mike Weed
Chapter 6: The [E-]Business of Sport Sponsorship
Detlev Zwick Oliver Dieterle
Chapter 7: Global Sport Sponsorship: Towards a Strategic Understanding
Don Roy
Chapter 8: Image Transfer in Global Sport Sponsorship: Theoretical Support and Boundary Conditions
Kevin Gwinner
Chapter 9: Using the Olympics and FIFA World Cup to Enhance Global Brand Equity: A Case Study of Two Companies in the Payment Services Category
Robert Madrigal, Colleen Bee Monica LaBarge
Chapter 10: Alternative Global Avenues: Action Sports and Events
James Gladden Mark McDonald
Chapter 11: Ambush Marketing: Research and Management Implications
Janet Hoek
Chapter 12: Building International Alliances through Sponsorship: An Exploratory Investigation
Francis Farrelly Pascale Quester
Chapter 13: Evaluating Sponsorship Effects
Tony Meenaghan
Chapter 14: While the rich get richer Challenging inequities in conventional sport sponsorship
Sally Shaw
Chapter 15: Gay Games or Gay Olympics? Corporate Sponsorship Issues
Helen Jefferson Lenskyj
Chapter 16: Conclusion: What now? What's next?
T. Bettina Cornwell John Amis
