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 and 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.
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