Global Sport Sponsorship

Name: Global Sport Sponsorship
Price: 71.99 AUD
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ISBN: 9781845200817

Bettina T. Cornwell, John M. Amis

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English

Berg Publishers
01 September 2010

Globalization; Sport & leisure industries

Series: Sport Commerce and Culture

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;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.

Edited by: Bettina T. Cornwell, John M. Amis
Imprint: Berg Publishers
Country of Publication: United Kingdom
Volume: v. 3
Dimensions: Height: 234mm, Width: 156mm, Spine: 18mm
Weight: 542g
ISBN: 9781845200817
ISBN 10: 1845200810
Series: Sport Commerce and Culture
Pages: 336
Publication Date: 01 September 2010
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

John Amis is Associate Professor in the Department of Human Movement Sciences and Education, The University of Memphis.T Bettina Cornwell is Professor of Marketing in the UQ Business School at the University of Queensland.

Reviews for Global Sport Sponsorship

'Global Sport Sponsorship provides an important contribution to the literature on sports sponsorships. The book succeeds in achieving its goal of providing the first truly cutting-edge perspective on the cultural, economic, and social consequences of sponsorships on a global basis. Because sport has become an increasingly international phenomenon, this book's global perspective could not be more timely.' Dennis Howard, Head of Marketing and Philip H. Knight Professor of Business, University of Oregon 'A timely, comprehensive and challenging analysis of the phemonemon of global sport sponsorship which should be essential reading for both students and researchers.' Barrie Houlihan, Loughborough University