Sports Sponsorship: Principles and Practices

By John A. Fortunato

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.

• Format: Paperback
• Language: English
• ISBN: 0786474319
• ISBN13: 9780786474318
• Release Date: January 1
• Publisher: McFarland & Company
• Length: 228 Pages
• Weight: 0.95 lbs.
• Dimensions: 0.7" x 6.9" x 9.9"
• Age Range: 18 years and up
• Grade Range: Postsecondary and higher