Routledge Handbook of Sports Sponsorship: Successful Strategies

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2006-12-04
  • Publisher: Routledge

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The Routledge Handbook of Sports Sponsorshipprovides a comprehensive guide to the successful management of sport sponsorship. From the development of an appropriate strategy to the implementation of the sponsorship operation through to post-event analysis, this book offers an authoritative reference for large and small events. The text also provides an accessible review of the legal issues associated with marketing, copyright and contracts in print, television and radio sponsorship, illustrated with a wealth of case studies. Includes: Sports marketing and sports management theory. Stage by stage analysis of the sponsorship process The roles of different key stakeholders in the process Thorough explanation of copyright and contract law for sports sponsorship Major international sports sponsorship case-studies examined from concept stage through to post-event analysis. The Routledge Handbook of Sports Sponsorship is essential reading for students and a valuable reference for professionals in sports law, sports management, sports marketing and brand management.

Author Biography

Alain Ferrand is Head of the Department of Sports Management at the University of Lyon, France Luiggino Torrigiani is President of the LT Sports Management Consultancy, based in Laussanne Andreu Camps i Povill is Professor and General Director at the L'Institut Nacional d'Educacio Fisica de Catalunya-Barcelona, and a practising sports lawyer

Table of Contents

Figures and tablesp. vi
Acknowledgementsp. ix
Abbreviationsp. x
Introductionp. 1
Principles of sponsorship managementp. 11
Legal approach to sporting eventsp. 49
Strategic and operational sponsorship implementationp. 75
Contracts associated with eventsp. 121
Case study: 'Perrier Fluo Beach Volleyball Experience'p. 165
Conclusionp. 220
Sponsorship contractp. 225
Television contractp. 239
Licensing contractp. 251
Notesp. 263
Referencesp. 266
Indexp. 271
Table of Contents provided by Ingram. All Rights Reserved.

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