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    Sports Sponsorship

Sports Sponsorship

John A. Fortunato
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      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.
      Format: CONTRIBUTORS: John A. Fortunato EAN: 9780786474318 COUNTRY: United States PAGES: WEIGHT: 415 g HEIGHT: 251 cm
      PUBLISHED BY: McFarland & Co Inc DATE PUBLISHED: 2013-08-14 CITY: GENRE: BUSINESS & ECONOMICS / General, EDUCATION / Physical Education, SPORTS & RECREATION / Business Aspects WIDTH: 175 cm SPINE:

      Book Themes:

      Sports and Active outdoor recreation

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      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.
      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.
      Format: CONTRIBUTORS: John A. Fortunato EAN: 9780786474318 COUNTRY: United States PAGES: WEIGHT: 415 g HEIGHT: 251 cm
      PUBLISHED BY: McFarland & Co Inc DATE PUBLISHED: 2013-08-14 CITY: GENRE: BUSINESS & ECONOMICS / General, EDUCATION / Physical Education, SPORTS & RECREATION / Business Aspects WIDTH: 175 cm SPINE:

      Book Themes:

      Sports and Active outdoor recreation

      Customer Reviews

      Be the first to write a review
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      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.

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