Description
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: John A. Fortunato
Publisher: McFarland & Company
Published: 08/14/2013
Pages: 228
Binding Type: Paperback
Weight: 0.90lbs
Size: 9.90h x 6.90w x 0.70d
ISBN13: 9780786474318
ISBN10: 0786474319
BISAC Categories:
- Education | Teaching | Subjects | Physical Education
- Sports & Recreation | Business Aspects
- Business & Economics | General
About the Author
John A. Fortunato is a professor at New York's Fordham University in the Gabelli School of Business, Area of Communication and Media Management. He is the author of five books and has published more than 50 journal articles and book chapters.