Purpose: Sponsorships targeting an internal audience, e.g. employees, are still under-researched. The purpose of this paper is to investigate how employees perceive and evaluate a sponsorship that is designed with the purpose of improving customer services and explore how the company may...

Written by European professors and focusing on the specificities of European sport, When Sport Meets Business analyses the growing commercialisation of professional sport in recent years and explains how it has developed into a major global industry. Structured into four sections, the book...

Purpose The purpose of this paper is to investigate firms’ reasons and motives for becoming sponsors and how they benefit from this networking engagement by exploring sponsorship networks associated with two Danish team sport clubs – a Premier League football club and a second-division...