Introduction -- Sponsorship management principles -- Legal approach to sporting events -- Strategic and operational sponsorship implementation -- Contracts associated with events -- Case study : Perrier Fluo beach volley experience -- Conclusion

Preface -- Fix : the problems with strategy -- Absence of a shared language : no one's on the same page -- Mistaken identity : a decision making discipline not a retreat -- Outsourcing strategy : don't by-pass sweat equity -- Forgetting about profit : why no vp of profitably -- Mixed up on...

Acknowledgments -- About the author -- Introduction -- No place for old dogs : new tricks required -- Let's get real : we all make mistakes -- Rule makers, rule breakers -- Coping with an era of acceleration -- Mindset matters! : getting beyond the process -- What could be wrong with "being...