"Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and … organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how … sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and …

findings from event studies in sport sponsorship to determine if sponsorship announcements influence stock market response … leak to share markets and positively influence share price. This finding suggests that sponsoring the sports and events … and professional sports, event studies that measure stock market response to these investments have grown. Previous …

With firms spending $60 billion on sponsorship annually, it has become an integral part of the marketing mix and is … necessary for the survival of many sport organizations. Despite the importance of these partnerships, conditions that may … dissolution of such partnerships and test a dynamic, integrated model of sponsorship decision-making. From the perspective of the …