Kim, Doyeop; Walker, Matthew; Heo, Jun; Koo, Gi-Yong - In: International Journal of Sports Marketing and Sponsorship 18 (2017) 3, pp. 314-327
Purpose Although high-profile sport league website sponsorships have increased in popularity over the last decade, academic research on the topic has not kept pace, resulting in little knowledge of ways to improve the effectiveness of this sponsorship type. This paper aims to discuss this issue....