Cross-border sponsorship / Gregory L. Stoller, James Holland, Steve Wise, Kate Grogan, Alison Hart, Nancy Tow.

Format:

Book

Author/Creator:

Stoller, Gregory, author.

Holland, James, author.

Wise, Steve, author.

Grogan, Kate, author.

Culby, Jill Alison Hart, author.

Tow, Nancy, author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

Sports sponsorship.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications Ltd, 2017.

System Details:

text file

Summary:

Sports sponsorship gained prominence in the 1970s in the United States (U.S.). According to Benoit Seguin, at the University of Ottawa, Canada, as television and radio licenses increased in the 1970s, competition between advertisers to attract consumers attention was fierce. As originally coined by Tony Meenaghan in the International Journal of Advertising in 1991, sponsorship is defined as an investment in cash or kind, in an activity, person or event (sponsoree, or athlete being sponsored), in return for access to the exploitable commercial potential associated with that activity, person or event by the investor (sponsor). According to sports sponsorship expert, IEG, what originally began as a means to attract advertisers across the four major U.S. professional sports leagues and their teams is now an industry of over $2.46 billion.

Notes:

Originally published in Hisrich, R. (2015). Cross-Border Sponsorship. In International entrepreneurship: Starting, developing, and managing a global venture (3rd ed., pp. 391412). Thousand Oaks, CA: SAGE Publications, Inc. Print. ISBN: 9781483344393.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781506378619

OCLC:

1017723626

Access Restriction:

Restricted for use by site license.