Sports Sponsorship and Branding: Global Perspectives and Emerging Trends

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Ho Keat Leng (Nanyang Technological University, Singapore) James J. Zhang (University of Georgia, USA)

Sports Sponsorship and Branding

Global Perspectives and Emerging Trends

Ho Keat Leng (Nanyang Technological University, Singapore), James J. Zhang (University of Georgia, USA)

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English

Routledge
22 December 2023

Sales & marketing; Tourism industry; Hospitality industry

Series: World Association for Sport Management Series

This book takes a close look at branding and sponsorship in sport in the age of digital media. It examines how branding and sponsorship have evolved in response to the challenges and opportunities of new technologies.

Featuring the work of leading international sport business researchers from four continents and twelve countries, the book explores key contemporary topics including esports, name and image likeness (NIL) rights, viewer experience, machine learning, social media use by athletes, sport migration, and the impact of COVID-19. It presents cutting-edge cases and new data across sports and events, including the Olympics, the NBA, international football, the rafting world championships, and collegiate sports.

The book is an essential resource for advanced students, researchers, practitioners, and policymakers working in sport business and management, sport marketing, digital marketing, marketing communications, or brand management.

Edited by: Ho Keat Leng (Nanyang Technological University Singapore), James J. Zhang (University of Georgia, USA)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 580g
ISBN: 9781032603902
ISBN 10: 1032603909
Series: World Association for Sport Management Series
Pages: 317
Publication Date: 22 December 2023
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Active

1. Emerging Trends in Sport Sponsorship and Branding: An Introduction. Part I: Sponsorship and Branding. 2. Advertising Investment through Sport Media. 3. Sponsorship Strategies and Branding in Esports. 4. Antecedents and Outcomes of Sponsorship in the Context of Esports. 5. Emergence of Logo-Less Branding: Application to the Context of Sports. 6. Sports Sponsorship and Brand Value: A Case Analysis of Tahincioğlu Basketball Super League Name Sponsorship. 7. Passion in the Branding of International Football Clubs. 8. Student-Athlete Name, Image, and Likeness (NIL): Sponsorship Opportunities and Challenges. 9. Impact of Perceived Functional and Image Fit on Consumer-Focused Effectiveness for New NBA Sponsorship. Part II: Emerging Trends. 10. Harnessing the Power of Machine Learning in Sport Consumer Behavior Research. 11. Consumerisation of Information Technologies in Sports: Opportunities and Challenges in the Age of Digital Natives. 12. Sports Information, Social Communication, and Protection of the Olympic Brand: IOC Guidelines on Using Social Media during Olympic Games. 13. Supplemental Attractions to Foreign Sporting Event Participants: Lessons in Branding from a Case Study of the World Rafting Championship in Japan. 14. Sport Migration Influences on Cultural Brand Image: A Quantitative World-Systems Analysis. 15. Impacts of COVID-19 on Sports and Sponsorship. 16. Resilience in the Face of Adversity: Examining the Effects of COVID-19 on Physical Activity and the Sporting Industry in Singapore.

Ho Keat Leng is a Post-Doctoral Scholar at the University of Georgia, USA. Prior to that, he was a faculty member at Nanyang Technological University, Singapore. His research interest is in marketing, specifically in the area of sport sponsorship and consumer behavior. He is Associate Editor for Managing Sport and Leisure and an editorial board member for several journals, including the International Journal of Sports Marketing and Sponsorship and the Journal of Global Sport Management. James J. Zhang is Professor of Sport Management at the University of Georgia, USA. His primary research interests are applied measurement and/or applied studies examining sport consumer behavior. He has previously been Editor of the International Journal of Sports Marketing and Sponsorship, Sport Management Section Editor of the Measurement in Physical Education and Exercise Science journal, and President of the North American Society for Sport Management (NASSM).