Meerabeau, Elizabeth; Gillett, Roy; Kennedy, Michael; … - In: European Journal of Marketing 25 (1991) 11, pp. 39-56
Sponsorship has been a growth area in the marketing mix through the 1980s with “corporate” aims joining brand‐directed objectives in recent years. The alcoholic drinks industry has now the second biggest sponsorship spend of any sector. The market is subdivided into five areas. Sports...