Global Sport Sponsorship

by Amis, John M.; Cornwell, T. Bettina

• ISBN13: 9781845200817
• ISBN10: 1845200810
• Format: Paperback
• Copyright: 2005-10-07
• Publisher: Berg Pub Ltd

Summary

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.

Author Biography

John M. Amis is Associate Professor in the Department of Human Movement Sciences and Education, University of Memphis.

Bettina T. Cornwell is Professor of Marketing, University of Queensland.

Table of Contents

List of Tables and Figures	vii
Notes on Contributors	ix
1 Sport Sponsorship in a Global Age
John Amis and T. Bettina Cornwell	1	(18)
2 Historical Hangovers or Burning Possibilities: Regulation and Adaptation in Global Tobacco and Alcohol Sponsorship
Robert Sparks, Timothy Dewhirst, Shannon Jette and Amanda Schweinbenz	19	(48)
3 The Spatial Logics of Global Sponsorship: Corporate Capital, Cola Wars and Cricket
Michael Silk and David Andrews	67	(22)
4 Global adidas: Sport, Celebrity and the Marketing of Difference
Andrew D. Grainger, Joshua I. Newman and David L. Andrews	89	(18)
5 Sports Sponsorship and Tourism Flows
Mike Weed	107	(20)
6 The [E-] Business of Sport Sponsorship
Detlev Zwick and Oliver Dieterle	127	(20)
7 Global Sport Sponsorship: Towards a Strategic Understanding
Don Roy	147	(16)
8 Image Transfer in Global Sport Sponsorship: Theoretical Support and Boundary Conditions
Kevin Gwinner	163	(16)
9 Using the Olympics and FIFA World Cup to Enhance Global Brand Equity: A Case Study of Two Companies in the Payment Services Category
Robert Madrigal, Colleen Bee and Monica LaBarge	179	(12)
10 Alternative Global Avenues: Action Sports and Events
James Gladden and Mark McDonald	191	(16)
11 Ambush Marketing: Research and Management Implications
Janet Hoek	207	(18)
12 Examining International Alliances through Sponsorship
Francis Farrelly and Pascale Quester	225	(18)
13 Evaluating Sponsorship Effects
Tony Meenaghan	243	(22)
14 While the rich get richer...Challenging Inequities in Conventional Sport Sponsorship
Sally Shaw	265	(16)
15 Gay Games or Gay Olympics? Corporate Sponsorship Issues
Helen Jefferson Lenskyj	281	(16)
16 Global Sport Sponsorship: What Now? What's Next?
T. Bettina Cornwell and John Amis	297	(12)
Index	309