Sports marketing at the centre of different markets -- Basics of sports marketing -- Performance aspects in sports marketing -- Prices and contracts in sports marketing -- Communication topics in sports marketing -- Distribution channels in sports marketing -- Perspectives of sport -...

Corporate sports sponsorship is an important part of many companies? corporate communication strategy. We take the example of major football tournaments to show that sponsorship indeed affects the sponsor?s (stock) market value. We find a statistically significant impact of football results (at...

Sponsors claim that ambush marketing damages the integrity and financial basis of an event, however, definitions of “ambushing” remain ambiguous, particularly where more than oneparty lays claim to specific images. When the New Zealand Rugby Football Union (NZRFU) changed its official...

Purpose Based on the increasing significance and proliferation of sports marketing and sponsorship, it is important to explore the state of sports marketing and sponsorship research, assess the development of sponsorship-related research, and grasp its future directions. Thus, the purpose of...

Faced with ever-increasing advertising restrictions, sponsorship of sports has been an important promotional avenue for tobacco companies in North America and around the world. This paper examines the corporate sponsorship objectives and strategies of tobacco companies, based primarily on...