Sport Sponsorship Insights

Author : Norm O’Reilly,Gashaw Abeza,Mark Harrison
Publisher : Routledge
Page : 100 pages
File Size : 44,6 Mb
Release : 2021-09-14
Category : Sports & Recreation
ISBN : 9781000477719

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Sport Sponsorship Insights by Norm O’Reilly,Gashaw Abeza,Mark Harrison Pdf

Sponsorship is a vital area of contemporary sport business. This book offers a concise and practice-focused introduction to sport sponsorship, including an explanation of key concepts, a survey of the key tools required to be a successful practitioner, and insights into real-world practice from authors with extensive industry and academic experience. Covering sport at all levels, from professional to grassroots, and including international cases and examples throughout, the book demonstrates that sport sponsorship works if done correctly. Drawing on the latest cutting-edge research, it introduces the core principles of sport sponsorship and shows how to get maximum value at each stage of the sponsorship process, from plan to activation, servicing and evaluation, for sponsor, property or agency. Requiring no prior knowledge of sport sponsorship, and full of real-world examples of best practice, this is the perfect primer for any student or industry professional looking to improve and deepen their understanding of this core element of modern sport business.

Author : Rick Horrow,Rick Burton,Myles Schrag
Publisher : Human Kinetics
Page : 481 pages
File Size : 43,6 Mb
Release : 2022-10-03
Category : Sports
ISBN : 9781718214002

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The Sport Business Handbook by Rick Horrow,Rick Burton,Myles Schrag Pdf

The Sport Business Handbook provides perspectives from more than 100 of the most prominent figures in the sport industry. Plentiful examples and stories, including insiders' views of major sport deals, make this book a bible of information for those looking to advance their careers in this field.

Author : John A. Fortunato
Publisher : McFarland
Page : 227 pages
File Size : 46,6 Mb
Release : 2013-08-14
Category : Sports & Recreation
ISBN : 9780786474318

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Sports Sponsorship by John A. Fortunato Pdf

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.

Author : David K. Stotlar
Publisher : Unknown
Page : 0 pages
File Size : 41,5 Mb
Release : 2009
Category : Corporate sponsorship
ISBN : 1885693877

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Developing Successful Sport Sponsorship Plans by David K. Stotlar Pdf

The third edition of Developing Successful Sport Sponsorship Plans has evolved through several years of developing, reviewing, and critiquing sport sponsorships and draws on internationally renowned sport marketing professor and author David Stotlara s experience in academia and the sport industry. Developing Successful Sport Sponsorship Plans, 3rd Edition, examines sport sponsorship theory from the perspective of the sponsored property, rather than as a marketing tactic. It provides an overview of the theoretical underpinnings of the topic, followed by examples from actual sport sponsorships. The chapters in Developing Successful Sport Sponsorship Plans, 3rd Edition, are presented in a sequential process that will provide readers with the opportunity to build a quality sponsorship proposal that ensures success. Understanding Sport Sponsorship Prospecting for Sponsors Identifying Sponsor Needs Olympic Sponsorship Opportunities Individual Athlete Sponsorships Financial Implications Developing Successful Sport Sponsorship Proposals Securing Sponsorship Agreements Managing Sport Sponsorships Many of the chapters in this edition also provide worksheets for use in constructing quality sponsorship proposals. The intent of this book is simple: provide a workbook that assists individuals in creating a sponsorship proposal through well-defined, industry-proven protocol that has been demonstrated to be successful.

Author : Alain Ferrand,Luiggino Torrigiani,Andreu Camps i Povill
Publisher : Routledge
Page : 289 pages
File Size : 40,9 Mb
Release : 2006-12-05
Category : Business & Economics
ISBN : 9781134145294

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Routledge Handbook of Sports Sponsorship by Alain Ferrand,Luiggino Torrigiani,Andreu Camps i Povill Pdf

This is the first English language text to analyse and explain sports sponsorship in full, looking at law, marketing and business practice Sports sponsorship is a multi million £ industry and is a key subject in degree courses in sports management and sports marketing at undergraduate and masters Packed full of real-world case studies The authors are respected, successful sports management academics, consultants and business professionals Appeals to students as well as potential professional market of CEOs, marketing directors, communications and PR executives, lawyers and brand managers

Author : Pippa Collett,William Fenton
Publisher : John Wiley & Sons
Page : 264 pages
File Size : 51,8 Mb
Release : 2011-03-28
Category : Business & Economics
ISBN : 9780470979846

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The Sponsorship Handbook by Pippa Collett,William Fenton Pdf

The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship. Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor seekers will benefit from better servicing and activation once a sponsorship is implemented, with metrics that enable data-based accountability rather than hearsay. "Everyone in the sponsorship industry, from the biggest events and properties to the smallest, are benefitting from the increasing knowledge, data availability, metrics and professionalism in using sponsorship. The Sponsorship Handbook is a part of that process which we hope will bring future success and proven sound results to all in the complex and exciting world of sponsorship." —Luis Vicente, Head of Partnerships, Manchester City Football Club "An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands." —Faisal Al-Dail, Saudi Post

Author : Wim Lagae
Publisher : Financial Times/Prentice Hall
Page : 272 pages
File Size : 45,6 Mb
Release : 2005
Category : Business & Economics
ISBN : UOM:39015062884286

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Sports Sponsorship and Marketing Communications by Wim Lagae Pdf

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.

Author : Leah Gillooly,Terry Eddy,Dominic Medway
Publisher : Taylor & Francis
Page : 77 pages
File Size : 44,9 Mb
Release : 2022-05-24
Category : Sports & Recreation
ISBN : 9781000635041

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Stadia Naming Rights in Sport by Leah Gillooly,Terry Eddy,Dominic Medway Pdf

This book is an accessible, practical, and systematic guide to stadium naming rights sponsorship within sport, designed to help practitioners and students gain a better understanding of how naming rights work and the benefits that sport and corporate organisations may get from this kind of arrangement. The book explains the key principles underpinning naming rights deals and sports sponsorship in non-specialist language for readers with little prior knowledge of the subject. Drawing on examples and case studies of naming rights sponsorships in international markets, across both professional and amateur sport, the book examines key practical issues such as how naming rights differ from other types of sponsorship, why brands should sign a naming rights deal, and how organisations can maximise their return on naming rights sponsorship. Concise, informative, and practice-focused, this book offers essential insights for all sport management practitioners, for any marketing executives considering sport sponsorship, and for any students or researchers with an interest in sport marketing, sport management, marketing, or events and facilities management.

Author : David K. Stotlar
Publisher : Unknown
Page : 128 pages
File Size : 45,9 Mb
Release : 2007-04-01
Category : Electronic
ISBN : 0170992756

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Developing Successful Sport Sponsorship Plans + Sports Marketing by David K. Stotlar Pdf

Author : T. Bettina Cornwell
Publisher : Routledge
Page : 213 pages
File Size : 41,7 Mb
Release : 2020-03-11
Category : Sports & Recreation
ISBN : 9781000036862

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Sponsorship in Marketing by T. Bettina Cornwell Pdf

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.

Author : Constantino Stavros,Aaron C.T. Smith
Publisher : Routledge
Page : 112 pages
File Size : 41,8 Mb
Release : 2019-10-28
Category : Business & Economics
ISBN : 9781000733907

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Sport Branding Insights by Constantino Stavros,Aaron C.T. Smith Pdf

In a sporting world dominated by media and money, an understanding of sport branding is an essential skill for any sport manager. Success means being able to ‘brand’ – and therefore differentiate – a sport club, player, code, or event in a highly competitive entertainment market. For anyone seeking to understand or manage sport, this book offers an immediate and salient insight into the complex and dynamic process of creating a powerful sport brand. The book explains how a sport brand goes beyond just an identifying badge, reinforced by a name or a logo that helps sport consumers recognise a product or an organisation. It reveals how a brand becomes linked with consumers’ opinions and perceptions of a sport product and the organisation that owns it. Readers will learn how to create a powerful brand that has both recognition in the market and strong associated imagery, by imbuing it with a spirit of the past through appeals to tradition, by endowing it with human qualities of emotionality, thought, and volition, and through the use of characters, colours, texts, and symbols. It also provides a brief guide to the new domains of digital sport branding and social media. Concise, informative, and entertaining, this is an essential resource for anyone exploring or practising the business of sport.

Author : Harry A. Solberg,Rasmus K. Storm,Kamilla Swart
Publisher : Edward Elgar Publishing
Page : 875 pages
File Size : 53,8 Mb
Release : 2024-01-18
Category : Sports & Recreation
ISBN : 9781800885653

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Research Handbook on Major Sporting Events by Harry A. Solberg,Rasmus K. Storm,Kamilla Swart Pdf

Presenting a comprehensive and pragmatic view on challenges around sporting events, this timely Research Handbook examines the hosting of major sporting events and the impacts they can have on stakeholders. Looking beyond the host destination, it provides a wealth of conceptual analysis on the organisation and administration of such events, including the bidding process, planning, management, sponsorship issues, and marketing.

Author : Robin Ireland
Publisher : Unknown
Page : 0 pages
File Size : 54,5 Mb
Release : 2023-03
Category : Electronic
ISBN : 1032145196

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Sport, Sponsorship and Public Health by Robin Ireland Pdf

"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 key aspects of the contemporary relationship between sport and corporate sponsors, including mega-events, digital technologies, and brand engagement. It offers an in-depth case study of sponsorship in the English Premier League - one of the world's most successful sporting properties - before considering how sport might be better regulated, now and in the future, to better protect the interests of fans and other stakeholders from a health perspective. The book features a number of insightful images showcasing sport sponsorship in connection with tobacco, mega-events, alcohol, junk food and drink, and gambling over the years. Addressing a topical and hugely important issue, this is important reading for students, researchers, practitioners and policy makers with an interest in sport business and management, the ethics of sport, physical activity and health, event studies, marketing or public health"--

Author : David Kent Stotlar
Publisher : Unknown
Page : 156 pages
File Size : 54,7 Mb
Release : 2005
Category : Corporate sponsorship
ISBN : NWU:35556038172193

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Developing Successful Sport Sponsorship Plans by David Kent Stotlar Pdf

Students and professionals can use this definitive, well-tested text to construct their own successful sponsorship plans. This new edition includes fully updated analysis of the latest sponsors and athlete endorsements, nine new chapters, as well as a "Best Practices" section to conclude each chapter.

Author : Emily Hayday,Holly Collison-Randall,Sarah Kelly
Publisher : Routledge
Page : 96 pages
File Size : 49,7 Mb
Release : 2022-02-27
Category : Sports & Recreation
ISBN : 9781000589214

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Esports Insights by Emily Hayday,Holly Collison-Randall,Sarah Kelly Pdf

Esports Insights outlines the fundamental characteristics, features, and structures of the rapidly growing esports industry and acts as the perfect primer for readers without any prior knowledge of esports. Featuring international case studies in every chapter, this book showcases the contemporary nature of esports through illustrative, industry examples. By offering a concise and easy to understand introduction, it discusses the key components, stakeholders, and features of this commercially driven sector, which by its very nature is dynamic and highly complex. Exploring current regulatory and governance structures within esports, it unpacks the industry’s essential features by outlining the various genres, formats and stakeholders who are instrumental to the functioning of the esports industry. Adopting a critical but balanced analysis, the book discusses the social benefits of esports, outlining its potential as a tool for social inclusion and sport development, whilst acknowledging the potential impacts and risks of esports participation and spectatorship, related to health and wellbeing. Finally, Esports Insights also considers future developments and changes within esports, as the sector evolves and continues to professionalise. This book will be of interest to any student, researcher, or practitioner with an interest in sport business, sport and society, event studies, esports or video gaming, or the wider media industry.