Sports Sponsorship : Principles And Practices
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| ISBN 13 | 9780786474318 |
| Author | John A. Fortunato |
| Language | English |
| Book 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 $48 billion, it is clear that many companies see this as an important promotional communication strategy. |
| About the Author | John A. Fortunato is a professor at Fordham University in New York in the School of Business, Area of Communication and Media Management. He lives in Sea Girt, New Jersey, USA. |
| Publication Date | 30-Aug-13 |
| Number of Pages | 228 |
Sports Sponsorship : Principles And Practices
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