Sports Sponsorship And Marketing Communications
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Sports Sponsorship And Marketing Communications
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Author : Wim Lagae
language : en
Publisher: Financial Times/Prentice Hall
Release Date : 2005
Sports Sponsorship And Marketing Communications written by Wim Lagae and has been published by Financial Times/Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Business & Economics categories.
This text concentrates primarily on the objectives of marketing communications in sport and examines how sponsors can utilise sport sponsorship to achieve brand and sales-related objectives.
Sponsorship In Marketing
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Author : T. Bettina Cornwell
language : en
Publisher: Routledge
Release Date : 2014-07-17
Sponsorship In Marketing written by T. Bettina Cornwell and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-07-17 with Business & Economics categories.
Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book 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 is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. The book covers every important conceptual and functional area of sponsorship in marketing communications, including: audiences, strategies and objectives leveraging and activation building sponsorship portfolios measurement and evaluation ambush marketing managing relationships internal audiences public policy and legal issues Every chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.
Sports Marketing And The Psychology Of Marketing Communication
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Author : Lynn R. Kahle
language : en
Publisher: Psychology Press
Release Date : 2004-04-12
Sports Marketing And The Psychology Of Marketing Communication written by Lynn R. Kahle and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-04-12 with Business & Economics categories.
Sports marketing is one of the fastest growing areas of marketing communication. This book advances understanding in this emerging area. It presents sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments. Utilizing a psychological approach to understanding sports marketing, first-rate authors discuss the most important topics. The book covers all major topics of sports marketing, including: sponsorship from several different perspectives--the major force in sports marketing; ambush marketing--how non-sponsors seek to reap the benefits without paying the price; and licensing--using the sale of items, such as T-shirts to increase profit and marketing.
Sponsorship In Marketing
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Author : T. Bettina Cornwell
language : en
Publisher: Routledge
Release Date : 2020-03-11
Sponsorship In Marketing written by T. Bettina Cornwell and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-03-11 with Sports & Recreation categories.
Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of 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, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including: understanding the technology-led transformation of sponsoring learning about audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships understanding public policy and legal issues Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.
Sports Sponsorship And Branding
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Author : Ho Keat Leng
language : en
Publisher: Taylor & Francis
Release Date : 2023-12-22
Sports Sponsorship And Branding written by Ho Keat Leng and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-12-22 with Sports & Recreation categories.
This book takes a close look at branding and sponsorship in sport in the age of digital media. It examines how branding and sponsorship have evolved in response to the challenges and opportunities of new technologies. Featuring the work of leading international sport business researchers from four continents and twelve countries, the book explores key contemporary topics including esports, Name and Image Likeness (NIL) rights, viewer experience, machine learning, social media use by athletes, sport migration, and the impact of COVID-19. It presents cutting-edge cases and new data across sports and events including the Olympics, the NBA, international football, the rafting world championships, and collegiate sports. The book is an essential resource for advanced students, researchers, practitioners and policy-makers working in sport business and management, sport marketing, digital marketing, marketing communications or brand management.
Sport Public Relations And Communication
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Author : Maria Hopwood
language : en
Publisher: Routledge
Release Date : 2012-05-23
Sport Public Relations And Communication written by Maria Hopwood and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-05-23 with Business & Economics categories.
An increasingly important element of sport business is the management of the myriad of relationships in which sport entities are involved. It is the relationship management aspect of sport which is the unique focus of this book. Sport Public Relations and Communication discusses and reformulates the principles of public relations and communications by demonstrating how they can be successfully applied in practice within a sports context. Features include: discussion customized to apply directly to sports management, thoroughly exploring the nuances of the field case studies used throughout the book to illustrate the practical application of theory discussion questions to help formulate and articulate defensible arguments in relation to public relations and communications strategies, forging strong links between theory and practice examples used to draw from the authors’ extensive experience in North America, the United Kingdom, Europe and Australia and New Zealand, providing a well rounded and global understanding of the field. This is the first book to explore public relations and communications in the sports industry in a global context. It brings together applicable strategies for the sport management or marketing student, and provides a concise guide to how public relations and communications strategies and principles can be applied to sport management and marketing issues.
Sports Marketing
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Author : Michael J. J. Fetchko
language : en
Publisher: Routledge
Release Date : 2018-10-09
Sports Marketing written by Michael J. J. Fetchko and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10-09 with Business & Economics categories.
Highly practical and engaging, Sports Marketing equips students with the skills, techniques, and tools they need to be successful marketers in any sporting environment. The book combines scholarly theory with the perspectives of those who have been actively involved in the sports business. A worldwide range of examples from all levels of sports, as well as insider expertise, strongly ties classroom learning to real-world practice, and assures students that the theory is relevant. New material includes: • Expanded coverage of marketing analytics and the use of market-driven tactics showing students how to strengthen customer relationships and maximize profits • Greater attention to the impact of new technologies on customer relationships, such as social media, content marketing, ticketing strategies, and eSports, ensuring students are exposed to the latest advancements in marketing for sports • A stronger global focus throughout the book, including several new cases from outside the U.S., as well as coverage of international sporting organizations, such as FIFA and the ever popular English Premier League • Six new "You Make the Call" short cases to offer opportunities for analysis and decision making in sectors of sports marketing including sports media, experiential events, and eSports These popular "You Make the Call" cases and review questions stimulate lively classroom discussion, while chapter summaries and a glossary further support learning. Sports Marketing will give students of sports marketing and management a firm grasp of the ins and outs of working in sports.
Ambush Marketing In Sports
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Author : Gerd Nufer
language : en
Publisher: Routledge
Release Date : 2013
Ambush Marketing In Sports written by Gerd Nufer and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Business & Economics categories.
Ambush marketing is a strategy by which a company or organisation uses their marketing communications to associate themselves with an event without being an official sponsor or authorised partner or licensee. It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties. Ambush Marketing in Sports is offering comprehensive analysis of the theoretical and practical implications of ambush marketing.
Routledge Handbook Of Sports Marketing
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Author : Simon Chadwick
language : en
Publisher: Routledge
Release Date : 2015-12-22
Routledge Handbook Of Sports Marketing written by Simon Chadwick and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-22 with Business & Economics categories.
Sports marketing has become a cornerstone of successful sports management and business, driving growth in sport organisations and widening fan-bases. Showcasing the latest thinking and research in sports marketing from around the world, the Routledge Handbook of Sports Marketing goes further than any other book in exploring the full range of this exciting discipline. Featuring contributions from world-leading scholars and practitioners from across the globe, the book examines theories, concepts, issues and best practice across six thematic sections—brands, sponsorship, ambush marketing, fans and spectators, media, and ethics and development—and examines key topics such as: consumer behaviour marketing communications strategic marketing international marketing experiential marketing and marketing and digital media Comprehensive and authoritative, the Routledge Handbook of Sports Marketing is an essential reference for any student or researcher working in sport marketing, sport management, sport business, sports administration or sport development, and for all practitioners looking to develop their professional knowledge.
Sponsorship For A Return On Investment
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Author : Guy Masterman
language : en
Publisher: Routledge
Release Date : 2012-06-14
Sponsorship For A Return On Investment written by Guy Masterman and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-06-14 with Business & Economics categories.
Sponsorship is both a critical communications tool for sponsors as well as a fundamental revenue stream for rights owners. Market leaders use sponsorship widely and arguably more successfully than any other communications tool to achieve competitive advantage whilst events of all sizes depend on sponsorship just to exist. As the importance of sponsorship has increased the demands of it have risen too. Now sponsors seek measurable return on their investment. Sponsorship: For a Return on Investment provides a unique insight on the use of sponsorship for a return on investment and will appeal to practitioners and undergraduate and postgraduate students alike. It builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship, and from two perspectives: For rights owners, the importance of effectively acquiring and then developing a bespoke approach for the recruitment of sponsors for effective sponsorship programmes. For sponsors, a better understanding of how sponsorship can be used for successful integrated marketing communications. A broad selection of examples and case studies from around the world are provided in order to demonstrate the importance of sponsorship on an international basis. This book is vital resource for both students and practioners.