Wilcox, Ralph C.; Andrews, David L.; Longmuir, Maxine - In: International Journal of Sports Marketing and Sponsorship 3 (2001) 2, pp. 91-107
The article examines AXA UK's decision to invest in a four-year, £25 million sponsorship of the English Football Association's Challenge Cup beginning with the 1998-99 season. Corporate profiles are provided for the sponsor along with a comprehensive socio-historical overview of the property....
